Cause-based marketing is a way for brands to bond with its audience by giving back to a worthy charity. To be successful, businesses must commit to a cause its target audience is passionate about, develop a strategy around it, and execute that strategy in an authentic way.
On this week’s #CMWorld Twitter chat, we discussed how brands can make a lasting impact through cause marketing. We were joined by special guest Amanda Hite, Co-founder and CEO of BTC Revolutions. A few takeaways from the chat are below. Check out our Storify to see more tweets on this topic.
Identifying the right charity for your brand is the first step in a solid cause-based marketing strategy. It’s important for businesses to make a socially-responsible decision that builds trust and loyalty with their target audiences. The challenge is ensuring your choice supports not only the brand but the community as a whole.
A1: Just like content marketing, cause marketing needs to be authentic. #CMWorld https://t.co/8919YrkK0X
— Jeremy Bednarski (@JeremyBednarski) November 29, 2016
If you begin the process with the mindset, “How can we help this cause?” instead of “How can we help ourselves” everyone wins. #CMWorld
— Bill Skowronski (@BillSkowronski) November 29, 2016
A1. It’s crucial for brands to pick causes that align with their brand values. Picking a cause “just because” can be an issue. #CMWorld
— Cassandra Deakin (@Kitty_Cass) November 29, 2016
Cause-based marketing can come in many forms.
@CMIContent A2: There are endless ways to help a cause. Donate money, time, or services. Whatever your company’s strength is! #CMWorld
— Stephanie Zatyko (@ExperianDQSteph) November 29, 2016
A2: Support causes by encouraging employees to volunteer time (even during work hours) & matching employee donations #cmworld @CMIContent
— Sarah Dudley (@SarahDudley3) November 29, 2016
What companies do you know of that are doing cause-based marketing well? Let us know in the comments below.
Looking for more inspiration on creating killer cause-based content? Then join us for Content Marketing World 2017. Registration is now open.