Integrate your business purpose in your content marketing strategy

Given the consumers’ growing interest in businesses that have a purpose, incorporating your business purpose in your content marketing strategy is essential. But how can you effectively use content to showcase what you stand for?

Purpose matters because today’s customers care: they want to connect to something deeper.

Customers expect companies to be driven by a purpose and support and recommend purpose-driven businesses. As a matter of fact, 63% of global consumers prefer to purchase products and services from companies that stand for a purpose that reflects their personal values and beliefs.

What’s more, customers are more loyal to purpose-driven businesses. Cone and Porter Novelli consumer research pinpoints that 79% of customers are more loyal to companies that have a purpose and 78% of them would tell others to buy from these companies.

Today more than ever, it is crucial that your business generates content which accentuates your purpose, thus building trust in your prospects and customers.

How to integrate your business purpose in your content marketing strategy

Successfully integrated business purpose must feel like a constituent of your company identity, not a one-off. So after you have come up with a clearly defined Why, you should fine-tune it across all your content, following the tips below.

Unify your business purpose in your content

Your business is not only the product or service you provide; it is also all the content you publish – from web copy to newsletters to press releases to case studies. Your business purpose should boil down to one succinct sentence which you can easily incorporate in any sort of content you publish.

• Make your Why part of your logo, slogan, or tagline.

• In the form of blog posts or videos, share how you do what you claim you do: e.g. if your purpose is “To create a better everyday life for many people”, what was the last project or other activity your company did in that direction?

• Respond to questions and comments on social media with information that furthers the public knowledge of your business purpose.

Generate content in which you share your origin story

Share the story of why you started your business in the first place: highlight Why you started it instead of how you did it.

• Include anecdotes with vivid imagery and gripping facts about how your business is walking the walk of your purpose and how you address the challenges that come up along the way.

• To make your origin story truly captivating, spotlight a vivid moment when you knew your idea was going to work: perhaps it was the primary light-bulb moment, the first time someone used your product or service, or when you realised you actually fill a market gap?

• Publish your origin story on your website, tell it in a series of blog posts or videos, make it a concise and compelling part of every pitch or presentation you make.

Humanize your business

Your business comprises of people and offers a service or product to other people: also in B2B where your customers are other businesses, you communicate and deal with people. Therefore, it is crucial that your business doesn’t appear as just another faceless company. Spruce things up and put your team members in the spotlight.

• Enliven your team members’ intros on your website: let them tell how they relate to the company’s purpose and what they do to fulfil it.

• Publish behind-the-scenes images or videos of your team members and let them interact with customers.

• Engage your customers, investors, other stakeholders, and employees to identify areas where your business can make a difference in a series of testimonials or short interviews.

Be authentic

Your purpose has to be integrated throughout all your business operations: from product development to customer service, from marketing and sales to communications and PR, and everywhere in between.

• Think of ways how the different parts of your company can tell your business story so that it becomes even more compelling for your target audience.

• Crafting a business mission statement and plastering it on your website and social media channels won’t do: all your team members need to understand and believe in your business purpose and relentlessly communicate it internally and externally.

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I hope you have found these tips helpful. How have you incorporated your business purpose into your content marketing strategy? Or if you haven’t yet, how are you planning to do it? Let me know in a comment.

Featured image: Kelly Sikkema, Unsplash.

Do you need help with incorporating your purpose in your content strategy? Email me and I would love to help you.