Jul 31, 2022
In NBA Discussion Board
People prefer companies that can defend something. In fact, more than 90% of millennials would prefer to work with brands that support related causes. They want to donate their money to brands with positive social impact. That’s why it’s not hard to realize that if you really want to connect with your target consumers, you need to do it through purpose-driven content marketing. With that in mind, let's look at the four key steps you need to take to define and use your brand purpose to create content that resonates with your customers. 1. Understand the purpose A brand purpose is the reason why your business exists for a purpose and motivation far greater than profit. If you look at some brands that get purpose-driven content right, you can’t help but differentiate yourself from the Latest Mailing Database rest of the industry. For example, Dove always produces inspirational content that acknowledges women's self-esteem by emphasizing that the true beauty of women is deep skin. Their content campaigns revolve around creating a positive body image for women. These types of campaigns have made the brand popular with women, which is Dove's main target customer base. Dove's content fits perfectly with their personal care products, which makes their campaigns sound and relevant to consumers. Most importantly, they connect emotionally with their customers with the purpose of influencing them on a deeper personal level. Women feel empowered when they buy Dove products. This shows that your brand purpose can and should be turned into effective sales content. Your consumers can tell if your intent and sales efforts are bogus. Even supporting a charity can show that a company cares. In short, purpose-based content marketing is critical because: Increase brand awareness : If your content is meaningful and useful to your target customer base, they will start sharing it with their friends. If their friends share it too, that means the number of people who agree with your brand's purpose is increasing! Valuable Interactions : When consumers are guided by the same purpose as your company, they will regularly open your social channels and leave comments, likes and participation in discussions. Enhanced Loyalty : If people are emotionally connected to your company's purpose, then they will buy from you and feel good about being a long-term customer, which is the perfect company-customer relationship.