Purpose-driven marketing is a way for brands and businesses to bond with their target audience through their content based on shared need and interests. The ability to connect with your audience is more important than anything you have to say.
Any purpose-driven brand knows how to present their values and it’s “why”. The best brands we know have stories to tell and are relevant to their purpose.
Purpose-driven marketing is more than just content. There’s a “why” behind every brand or company’s content. That is why their content connects people on an authentic level. The content that is created is much more than just sales and marketing. It comes with a bigger meaning.
While most brands are familiar with giving back, they aren’t always familiar with creating content that will both engage their audience and drive them to participate. Success comes from developing content in an organic way that brings mutual benefits to all that are involved.
We all like to feel like we are apart of a bigger audience, and that we’re making a difference in the world. That’s why 6 out of 10 millennials have said they chose to work for an employer based on the sense of purpose. Having a purpose-driven brand has become beneficial for businesses due to:
- Aligning leaders and team members around a common purpose, mission, and culture.
- Attracts the right type of customers, employees, partners, and investors who believe in your values.
- Motivates you and your team to be more productive.
Many brands have collaborated with other brands to bring a higher awareness to their cause. This is where purpose marketing shows the cause but also allows a connection to be made.
Dove is a great example of a brand that utilizes purpose-driven marketing. Their missions have been to empower women through self-esteem and confidence. Their “why” is to make a commitment to women’s well being, yet to also show customers that they’re more than soap and moisturizers.
Dove has stated for their self-esteem project, “At Dove, we have a vision of a world where beauty is a source of confidence, not anxiety. Our mission is to ensure the next generation grows up enjoying a positive relationship with the way they look – helping girls to raise their self-esteem and realize their full potential. Their message comes with a purpose other than just selling bath products.
Purpose-driven content marketing is important for any brand or company that wants to engage with their audience. The audience or target customer’s impact on this content is driven by a cause that is spread throughout larger audiences but also promotes the brand in a positive, relatable way.