The document discusses the importance of purpose-focused content marketing and brands having a clear sense of purpose. It provides examples of brands like American Express, AT&T, Lane Bryant, and Mattel that have implemented purpose-driven marketing campaigns and seen positive business outcomes as a result, including increased sales, engagement, and brand loyalty. The document advocates that customers, employees and shareholders increasingly want the companies they interact with to have a clear social or environmental purpose beyond just profit.

1. #ContentThatMatters@FusionSpark

4. @FusionSpark
Russell Sparkman
#ContentThatMatters
FusionSpark.com/Sparkman-CMWorld

5. Business as a force for good for employees,
customers, stakeholders, environment
in pursuit of profit.

6. #ContentThatMatters@FusionSpark

7. #ContentThatMatters@FusionSpark
Multinationals & Public Markets Advisory Council

8. #ContentThatMatters@FusionSpark

9. #ContentThatMatters@FusionSpark

10. #ContentThatMatters@FusionSpark

11. Practical
Value

12. Practical
Value
Greater
Good
Value
Greater
Good
Value

13. #ContentThatMatters@FusionSpark
• Background
• Concepts
• Examples
• Audience Participation
Here’s what I want to cover:

14. Source: NBC

15. Source: NBC

18. #ContentThatMatters@FusionSpark

19. "Consumer trust is the
most powerful asset marketers have …
yet trust in traditional marketing tactics
is overwhelmingly low.”
Tom Stockham, CEO, Experticity

21. #ContentThatMatters@FusionSpark

22. #ContentThatMatters@FusionSpark
Customers, employees and
shareholders, are seeking
meaning and purpose from
whom they buy from, work for
or invest in.

23. #ContentThatMatters@FusionSpark
Purpose-focused brands
outperform competitors.
Period.

24. #ContentThatMatters@FusionSpark
Purpose is how you make people
fall in love with your brand.

25. #ContentThatMatters@FusionSpark
Purpose-focused Content is how
you make the love connection.

26. #ContentThatMatters@FusionSpark
Purpose is the

27. #ContentThatMatters@FusionSpark
Purpose is the

28. #ContentThatMatters@FusionSpark
“What is our PURPOSE?”

29. #ContentThatMatters@FusionSpark
The 8 Principles of
Purpose-Focused
Content Marketing

30. #ContentThatMatters@FusionSpark
Mission and Goals are
about your business.
Purpose is outward facing,
focused on your customers.

31. #ContentThatMatters@FusionSpark
Purpose can be based upon
your core values, or about
providing practical value

32. #ContentThatMatters@FusionSpark
Your purpose is
uniquely yours, not easily
replicated, giving you
competitive advantage

33. #ContentThatMatters@FusionSpark
Purpose must be
a shared value with your
employees & customers

34. #ContentThatMatters@FusionSpark
Your purpose becomes
part of the
consumer conversation
about your brand

35. #ContentThatMatters@FusionSpark
Purpose is about showing
that you care

36. #ContentThatMatters@FusionSpark
Purpose is about
improving lives while
improving the bottom line

37. #ContentThatMatters@FusionSpark
It’s not enough for businesses
to be trustworthy;
they have to be meaningful.

38. #ContentThatMatters@FusionSpark

42. “ … it has given us confidence as a
company to be purposeful in
everything we do."
“It was a huge risk, but I have to say
the risk paid massive dividends."
Juliana Chugg
Mattel's EVP/Chief Brand Officer

45. Cost: $6 Million
Media: 16 Bill. Social Media, Media Impressions
WOM: Social Issue, sans Nonprofit Partner
Lane Bryant Outcomes:

46. #ContentThatMatters@FusionSpark
Remember 2008?

47. #ContentThatMatters@FusionSpark

50. American Expresse’s Outcomes:
Partners: FedEx, Etsy, AT&T
Financial: In 2015, 95 Million spent $16.2 Billion
Other: Official Day Designated by Congress
Run Time: 6th Year

52. Source: Cannes Lions Case Study, YouTube

53. Source: Cannes Lions Case Study, YouTube

56. ATT
It Can Wait

57. ATT
It Can Wait
6,130 1,223 7,597 398 362
356 76,283 142,859 41,417 348,551
211,533 12,446 7,690,214 31,998 66,702

58. ATT
It Can Wait
6,130 1,223 7,597 398 362
356 76,283 142,859 41,417 348,551
211,533 12,446 7,690,214 31,998 66,702

60. Source: Momondo YouTube

61. Source: Momondo YouTube

65. Momondo’s Outcomes:
Launched: June 1, 2016
Views: 120 Million Views, all channels
Social: 7 million likes, shares, comments
Tranparency: They explain how video was made

66. #ContentThatMatters@FusionSpark

67. #ContentThatMatters@FusionSpark
Andrew Davis

68. “Purpose is the motivating force for
achievement. When you are doing
something which serves your
purpose, you are at your best.”
- Sun Tzu

69. “Purpose is the motivating force for
achievement. When you are doing something
which serves your purpose, you are at your
best. We cannot use what we learn without the
fire of purpose in our hearts.”
— Sun Tzu
“If today were the last
day of my life, would I
want to do what I’m
about to do today?”
- Steve Jobs

70. “Purpose is the motivating force for
achievement. When you are doing something
which serves your purpose, you are at your
best. We cannot use what we learn without the
fire of purpose in our hearts.”
— Sun Tzu