Purpose-Driven Content Marketing: A #CMWorld Twitter Chat with Julia Flaherty

How are you and your brand making an impact in the world? We’re not talking about the content marketing world. We want to know how your organization’s values leaving a mark in the lives of your customers and those around them.

Many brands are turning to purpose-driven content marketing, hoping to retain customers and attract new ones. But they often stop short, believing a ribbon or one-off campaign will do the trick. CMI’s Kim Moutsos argues there is a distinct difference between purpose-driven and cause-related marketing. She says purpose-driven marketing revolves around a brand’s principles. What does your company believe in? Where does it stand?

Julia Flaherty understands this difference well. Julia is Marketing Coordinator at Ledgeview Partners. She is also a health advocacy, helping spread awareness for Type 1 Diabetes. Because of her work with JDRF, we knew she would be the perfect person to led a #CMWorld Twitter chat on purpose-driven content marketing.

What follows is a brief look at our conversation. You can find more tweets from Julia and our community in our Twitter Moment.

Why is purpose-driven marketing so relevant today?

A1. Because without purpose, there’s not relevancy. Without relevancy, users and visitors won’t interact with your brand, content, and ultimately convert. You need to be purposeful in creating content and in your marketing – it’s the only way to be successful. #CMWorld

— Patrick Delehanty (@MDigitalPatrick) June 4, 2019

A1: Because there is now a (certain) consumer expectation that EVERY THING must be done with a “higher purpose.” Personally, I think too many brands are jumping on this bandwagon. Sometimes you just want a good meal, toy, what-have-you without “social significance.” #CMWorld https://t.co/ElWN6AYHZI

— Jennifer L. Dawson (@JLDContentQueen) June 4, 2019

A1: #CMWorld

Why is purpose-driven marketing so relevant today?

People want to be a part of something more important than just buying and having. They want to support the mission of the companies they buy from.

— Click Control Marketing (@ClkContrl) June 4, 2019

A1:

My tagline used to be “your purpose is my priority”

We need a purpose. Simply writing content will get you so far.

But when you know why you’re writing it. When you know you want to help these specific people you can write to them, not just to the internet#CMWorld

— Jake Symons (@jakeswrites) June 4, 2019

A1: I think we’re living in a time when inclusion and sense of belonging is incredibly important. The purposes are an extension of that. #CMWorld https://t.co/ktNbITUAvX

— Jeremy Bednarski (@JeremyBednarski) June 4, 2019

How can you tell the story of your brand’s purpose without seeming self-promoting?

Remember that purpose involves people. A3 #CMWorld

— Roselle Cronan (@MahoutMkt) June 4, 2019

Make it not about you — because it isn’t; it’s about your purpose. “The” story should be THEIR story — the journey of stakeholders you’ve served, the targets THEY’VE reached… which by extension are your own. #CMWorld A3 https://t.co/YLXNHNX6e1

— Jeremy Bond (@JeremyDBond) June 4, 2019

A3: Great question. I think the story behind a brand’s purpose is a great filter for whether it’s actually a purpose at all. If you have a great purpose, you can tell a great story about it (because it’s not about you). #CMWorld

— Mike Myers 🤠 (@mikemyers614) June 4, 2019

A3: This is where actions speak louder than words. Brands can get involved with causes or issues that are important to them – and make that the story. Talk about about the cause, the audience, the issue – not yourself. #CMWorld

— Emily Morrow (@emkmorrow) June 4, 2019

A3: Speak to your industry as a whole by using data to reveal interesting or surprising insights to your audience about the topic area. They’ll learn to trust you as an authority and you don’t have to be promotional at all. #CMWorld https://t.co/zPgFU8Yado

— Domenica D’Ottavio (@atdomenica) June 4, 2019

Are you finding success with purpose-driven content marketing? Have you seen any brands doing it well? Let us know in the comments below.

Think purpose-driven marketing applies only to consumer-oriented brands? Think again. Lincoln Electric’s Craig Coffey will share real cases of B2B strategies that have worked during his Lunch and Learn at Content Marketing World. Sign up now with code SM100 for a $100 discount!