Why you should give back, how to talk about it, and big news from Rick Kupchella.
I believe strongly in the power of doing good – as an individual, and for brands.
There’s no reason you can’t try to improve the state of the world while growing and nurturing a business. In fact… you should. At the end of the day, if everything one is doing is about something for them, then it’s time to hit pause. Assess the situation. And actively carve out time for giving back.
It’s about balance. And it’s about the value of making sure one is taking action outside of oneself.
AARP’s Create the Good campaign has some inspiring ways to look at the multi-dimensional value of giving back. And there are tremendous brand stories of true investment, like that of Patagonia. In fact, when I searched for that link, I typed “Patagonia” into the search bar – the second suggestion was “Patagonia giving back.”
When I wrote recently of my own interest in advancing causes around freshwater protection, the response was overwhelming … nearly a thousand views and very high engagement rates beyond that. It clearly resonated in a way a lot of other content might not.
This, I think, is because people are increasingly looking for two things from professionals: Social responsibility and authenticity. People’s desire to see good being applies to both individuals and brands.
Consumers want to know your company is doing good in the world. But they need to see it’s authentic. Smart content marketing shows off both aspects.
That’s what this month’s Elevate Briefing is about. I hope you’ll check out our insights here, read my Nature Conservancy announcement at the link below – and maybe even feel a little bit inspired.
Be informed: The best in content marketing
Winners and finalists for the 2018 Content Marketing Awards were announced this month, covering everything from agencies, to strategy, to specific projects across media platforms.
Frequent finalists? Content that educated people about the world or spoke to a larger issue, such as Sunovion Pharmaceuticals’ documentary about mental health, and Dell’s Technology Trailblazers podcast series.
Key engagement: How to tell people about the good you do
Your company is doing good, standing up for something. That’s a great place to start the content marketing conversation. But how do you take it from start, to understanding which angles to pursue, and how to package it tactfully?
Take a look at our Elevate blog piece. 5 questions you should ask when creating content from your brand’s good work.
From the network: The Alliance for a Healthier Minnesota
What can brands achieve for the good of society if they work together? A whole lot.
The Alliance for a Healthier Minnesota was spearheaded in 2009 by Target, which wanted to bring large Minnesota employers together to address workplace health and well-being. i.e. network facilitated this collaboration, pulling in organizations including Capella, General Mills and the Midwest Dairy Council.
It led to huge results: a TV special, a fitness competition and gaming platform, major research around health in Minnesota, and the creation of a Congressional caucus focused on workplace wellness.
Find out how i.e. network can help tell your story