4 MIN READ

Content created by any worthwhile company or brand inherently has a purpose. An autoresponder message after a newsletter signup? Nurturing a soon-to-be consumer. A generic social post declaring “It’s Friday!”? Keeping the social algorithms well fed. A blog post asking rhetorical questions about content? Ensuring a website remains fresh and loaded with relevant, well-written resources.

But the real question surrounding the purpose of content is how exactly content expresses a company’s reason for existing—the goal of their enterprise and how it manifests itself in a brand’s content offering.

This blog post won’t be the first to reference Deloitte’s 2021 Global Marketing Trends, a report that declared “Purpose” to be one of the most essential marketing trends in a year still reeling from (and currently struggling with) the pandemic. As the 2021 report puts it: “Organizations that know why they exist and who they’re built to serve are uniquely positioned to navigate unprecedented change.” 

It’s the same reason why purpose is now considered a strategic, financial effort. Because such commitments to “corporate citizenship”—to positively impact the decisions and actions of both executives and employees—can build a company’s value. 

So what does this mean for your brand and its content? Well, mainly, that it’s time to roll up your sleeves and publish meaningful content that stands for something. 

We touched on a similar sentiment in preparation for last year’s presidential election, and how your company couldn’t afford to sit on the sidelines and “play it safe.” The same now goes when you’re putting together that monthly content calendar. We’ve been talking about the importance of being purpose driven for forever now, but we wanted to provide you with practical tactics to make it happen. 

To help, here’s a few tips to creating purpose-driven content that is most likely to succeed in the digital landscape.

Find Your Company’s Purpose

This is easier said than done, but the fact remains, consumers want to know what your brand is all about and what you represent. There was a time when a company’s mission statement (or, heaven help us, a “vision”) meant nothing more than a laminated collection of sentences that lived in the break room and told you not to steal stuff or hit people, but today’s online customer is intelligent and highly attuned to corporate BS. That won’t do anymore.

So put real time and thought into what you want to stand for and how it will guide your business behaviors on a local scale and a planetary one. You can start with what service or good you have to offer, but don’t let that limit you. Social and environmental issues don’t require you to be activist-certified, only that you walk-the-talk. Just take a look at how famed ice cream magnates Ben & Jerry tackled taking on a political stance—and the results that followed.

You might still be afraid any form of activism, especially political activism, will exclude a segment of your desired consumer-base. The reality is that has always been the case. But if your content serves as sincere brand action, you’ll reap the rewards of real customer relationships and deeper consumer loyalty. So once you’ve pin-pointed your purpose, you’ll want to inject it into each piece of content you create. 

Populate Your Channels with Your Purpose

Again, we’re not supporting sharing simply for the sake of sharing, but as you build your social presence, cultivate a following, and curate content that showcases your company’s service, you’ll want to take that next step and tell the world what is important to your team. 

Whether it’s taking a stance on social issues, being environmentally conscious, or simply supporting local initiatives by offering pro-bono work or volunteering, your company’s content should reflect your purpose and take online audiences along for the ride. 

Here’s some suggestions to help you get started:

• Research other companies that may operate with a similar purpose and follow their social accounts to both support their efforts and even contribute.

• Strategically share content that will help users and potential customers associate a set of ideals and standards with your organization.

• Provide real, honest commentary on news articles and opinion pieces—even if it’s in disagreement with something. 

• Identify what your company can do better and be proactive in addressing it so you can transparently work to prove your purpose. 

Remember social media is certainly one of the most powerful tools in your arsenal but don’t forget the content that makes up the rest of your brand. Websites, blog posts, emails, and newsletters are just as worthy vehicles of delivering meaningful, purpose-driven content. 

What’s more, purposeful actions organized and executed by teams or organizations don’t actually require promotion on social media. Instead, volunteering or advocating for a cause or movement, void of virtue signaling, will function to ensure employees and those in-house understand the mission and feel truly invested in pursuing it. 

Walk the Talk. But, Really.

That last bullet up there is very important. Sadly, far too many brands will latch on to (what they interpret to be) a trend or singular moment and milk it for all that it’s worth. This is a gamble. Sure, you might see an increase in sales and bump up that quarterly bottom-line, but brands that feign values and generate content disingenuously risk being exposed. And with an entire generation of new consumers that double as internet sleuths, it’s all a matter of time before your brand is put on blast if you’re faking your purpose. Don’t believe us? See how the fashion industry has recently been subjected to scrutiny for their “greenwashing” tactics.     

So do the work. If you’re not quite there yet in adopting a purpose and trusting your content will organically depict that, that’s ok. Starting from the ground up allows your stakeholders—employees, investors, early brand loyalists—to join the movement. 

This can begin with something as simple, but integral, as the copy on your current website. Does it clearly define your brand and its values? Would an employee be proud to share that site and its content with people in their circles? If not, you better get started in writing compelling, authentic copy so at the very least your organic social posting lays a trail for consumers to find a brand that actually stands for something. 

Ideally, you’ll develop that clear brand identity with values that slowly begin to manifest itself in every facet of your content marketing and business. Your purpose can then be the lens through which you create content calendars and operate on a daily basis. It won’t be easy, but it will make the content creation process far more fulfilling knowing every tweet and e-blast is in service to a larger goal or idea. 

Content is the cornerstone of digital marketing and will remain for years to come. You’ll spend the rest of your waking work hours creating it, so why not seek to dignify it with purpose? Not only will you and your team get more satisfaction from your day-to-day efforts, but you’ll foster customer relationships that will last a lifetime. If you haven't already started, we can help you find your brand’s purpose and reach an audience eager to amplify your voice. You can find us at our contact page.