A recent study by Finn Partners found that travel consumers would rather brands serve up authentic content over flashy experiences, but what are the best methods for achieving this aim?
“Purpose-driven” marketing strategies are a great way to provide authentic and organic content that resonates with audiences. This is because purpose-driven content can be beneficial for everyone involved. It amplifies a brand’s images and messages while also giving back something to consumers with shared interests.
Eight in ten Americans say that they showcase a greater degree of loyalty to purpose-driven brands compared to traditional brands, while more than two-thirds are eager to share these blogs, articles, videos and infographics with other people on social media. Purpose-driven content can have a positive, snowball effect on all aspects of content marketing.
Define your purpose and vision
The first step towards creating purpose-led content is defining what you believe in, what your brand stands for, how you believe it has a positive impact on the world, and how all of this ties into your general aims and objectives. For example, Unilever recently tackled toxic masculinity in a series of videos for its grooming products. Think about addressing certain problems within a demographic or answering important questions.
When you have found a cause that you believe in, try to tie it closer to your brand. Is it logical to create editorial articles centred on this particular subject? Remember, supporting good causes should not be done purely for promotion. Customers will know if you are not sincere or authentic with your messages. This is why medium to long-term, purpose-led strategies are better than one-off publications.
When you have got the fundamentals in place, you can move on to the creative process. Here is where you will try to teach and empower. Storytelling is always a great outlet for content, so try to weave in images and infographics to push a coherent narrative and make it interesting for the end user.
When done correctly, purpose-driven content can build trust and drive brand loyalty and sales. Perhaps more importantly, it will show that you care about something and are trying to make the world a better place.
