Purpose-led content marketing

The definition of purpose driven marketing is marketing which serves a deeper purpose so why is it important for brands to adopt a purpose driven strategy?

In essence, firstly it’s important to understand that a purpose driven brand is a brand that is motivated by their core mission which goes beyond the service or products they provide. Instead part of its mission is to meet a societal need or solve a problem, which informs the brand’s vision, mission, corporate culture, visual identity, decision making and more.  

The advantages of having purpose driven marketing led content include:     

    

1. Brand growth: Studies have shown that over a 12-year period, companies with a purpose-led business strategy experienced brand growth of 175% (versus 70% for brands without). Having a purpose driven objective can positively contribute to your bottom line and profitability and while this shouldn’t be your overall driving force, it does make a significant difference. When consumers are able to connect and relate to your brand’s mission, they are more likely to invest in your business knowing the impact that their purchases will have.
2. Increased brand loyalty:  When brands have a clear purpose and mission that consumers identify with and can get behind, they will most likely become loyal brand advocates. By standing for more than what you sell or services you provide, brands have the opportunity to connect with their consumers on a deeper level and ultimately affect brand choice.
3. Making a societal impact – The whole point of being a purpose led brand is to actually make an impact. Above driving sales, gaining market share or increasing brand awareness it’s the positive impact that your purpose can have on society and your potential to make a change. This not only benefits your business but also speaks to your consumers who are directly affected by that issue. 

So what are the guiding principles to adopting a purpose driven strategy?

1. Authenticity is key – Consumers are smart and they can tell when a brand is giving them ‘lip service’. An authentic brand purpose demands more than an expensive marketing campaign or great content. It needs to be weaved into your corporate values and identity. 

 

1. Engage and connect with your consumers – It’s important to get your consumers involved and give them an opportunity to be a part of the change you are trying to make. 
2. Focus on a cause that is in line with your brand’s mission and your consumers – Whatever initiative you chose, it needs to be intentional, actionable and authentic or it will fall flat. A well chosen purpose doesn’t need to be over complicated, neither do you need to over extend yourself. Pick an initiative that feels intuitively right and aligned with your business strategy.

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