How to Create Timely Purpose-Driven Content to Connect With Consumers
Consumers want to purchase from brands that build up and give back to communities and have a positive social impact. 2 out of 5 consumers say they prefer to support brands that work with a relevant cause. And 8 out of 10 consumers say they’re more loyal to a purpose-driven company. So a brand that creates timely purpose-driven content can build trust and strengthen brand authority and credibility – but only if it’s done well.
There is value in creating purpose-driven content that supports a worthy cause or issue. But it needs to be executed authentically so that it’s an integral part of the company's values and not a one-off moment.
Let’s dive into how you can develop purpose-driven content that will build deep connections with consumers.
What is the difference between holistic and timely purpose-driven content?
Holistic content is when the purpose is part of why the brand was started. Take Blueland for example, an eco-friendly company whose mission is to create cleaning products that don’t add to plastic waste.
Timely content is when a brand joins the conversation around a social or political issue that isn’t necessarily a part of the business’s mission or why it got started. For instance, when Dove started their ad campaign to create a message of self-love and body positivity for women, it wasn’t part of their original branding. But as that campaign grew, it is now at the center of all their messaging as well as guides the partnerships they build with nonprofits and other organizations.
How do you develop timely purpose-driven content?
1. Know your purpose.
Your company’s purpose differs from your vision or mission. Your vision is where you’re going, your mission is how you’re getting there – your purpose is your positive impact on the world.
Whatever purpose you decide to support, make sure it’s an authentic expression of who your company is and what you believe so it translates into the content you produce. For example, you started your candle company as a single parent – so you now fund grants that help other single parents start their businesses or offer mentorship programs to guide single parents as they build a company. Your purpose has nothing to do with candles, but it is authentic to your brand.
When your purpose is authentic, it will connect with your consumers on an emotional level, build trust, create loyalty, increase brand recognition, and leave lasting, unique impressions.
2. Let your purpose guide your content.
Purpose-driven content marketing is a way for your brand to bond with your audience. When done in an organic, authentic manner, you can build a relationship with your audience around shared needs, interests, or causes.
Regularly review your content strategy and your social media content plan to identify how you can best align your purpose with your content. There are several ways you can communicate your company’s purpose:
Support a cause important to your customers.
Create a partnership with a nonprofit or other organization.
Make a timely showing for important milestones, holidays, seasons, or other dates/events integral to your purpose.
Show pictures or videos of the people in your company supporting your purpose or cause.
It’s about knowing your purpose, knowing your brand, and then creating content that brings the two together. For example, the company Axe – known for stereotypical male commercials – started a campaign to combat toxic masculinity. Barbie/Mattel started The Dream Gap Project after a study came out that girls at age 5 start to believe they’re less capable than boys.
3. Be consistent in your purpose.
Consumers are quick to call out brands that are inconsistent with their support of a cause or unwillingness to take a stand – for instance, 59% of consumers say they’ll boycott a brand that doesn’t address climate change. Additionally, many brands were called out for their Black Lives Matter comments that were inconsistent with their past messaging.
It’s important to identify a cause you’re passionate about and stick with it. Consistency in your support and messaging will only further your brand trust and consumer loyalty. And if you choose to take a stand on a current social or political issue, be sincere, and focus on the real people at the center of the cause.
Art in Facto can help you craft your purpose-driven content.
We aren’t just content creators – we’re content storytellers. Let us help you develop and deliver a consistently impactful message and story about your brand’s purpose.
Contact us for a consultation.
