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Empathy is a powerful tool for tapping into meaningful content that matters to our audiences. In a recent #CMWorld Twitter chat, Russell Sparkman, CEO of FusionSpark, explained why having a purpose provides a foundation for good content (and great storytelling).
The challenge for brands is to ensure they have a “why” that their audience feels is important. A way to combat this is to bring the human experience into focus. Content then becomes less about the product. It becomes more about creating a content marketing plan that will further the brand’s purpose and growing a stronger community.
— Erika Heald (@SFerika) July 11, 2017
A3. It gives people a reason to like (and even love) your brand! #CmWorld
— Jansen Communication (@JansenComm) July 11, 2017
— @AndreaTorti90 (@andreatorti90) July 11, 2017
the value your brand has
Connects your brand
to larger issues, movements, needs, etc. #cmworld
— Gabriela Cardoza (@CardozaGab) July 11, 2017
While most brands recognize the importance of having a purpose, they aren’t always accustomed to creating content around their efforts. They are faced with many challenges and objections.
A7: “That won’t work here.” “We tried that once.” “We’ve gotta hit our numbers!” “We’ve got all these regulations.” et al. #CMWorld
— Jeremy Jones ?️ (@jerejone) July 11, 2017
A7 The bottom line holds people back. A desire for immediate results. “Purpose” is playing a long game. #cmworld
— Martin Lieberman (@martinlieberman) July 11, 2017
— Rallio (@rallioHQ) July 11, 2017
What tactics are you using to create purpose-focused content marketing? Let us know in the comments below. And for more insights, check out our Storify recap.
Want to learn more about #ContentThatMatters? Register for Content Marketing World and Sparkman’s session and/or his Non-Profit Industrial Lab. Code SM100 saves you $100 at checkout!