Content that Matters: Purpose-Focused Content for B2B Marketing
View the slides, key takeaways, and cited case studies on the FusionSpark Media website.
The research is done and the numbers are in. And what the research tells us is that customers, employees, and shareholders are seeking meaning and purpose from whom they buy from, work for, and invest in. This means that in order to stand out, your business has to stand for something. In this context, answers to the question “what’s our purpose?” can reveal rich opportunities to develop content that matters to audiences that range from customers to employees. In this webinar, we will discuss the eight principles of purpose-focused content marketing. Additionally, we will look at examples of B2B companies that are putting this practice into place. Key takeaways from the webinar will include a framework for exploring your business’ purpose and insight into how to turn that purpose into creating engaging content.
Russell Sparkman is an award-winning, purpose-focused communications pioneer whose client list includes Apple, Toyota, Epson, Wyeth Pharmaceuticals, American Liver Foundation, Florida Department of Environmental Protection, and many smaller nonprofits and small-to-medium businesses.
From promoting consumer brand products to promoting causes ranging from environmental protection to protecting women and girls against violence, Sparkman’s projects have always been purpose-focused. Recognition and awards for this work have come from the Society of Environmental Journalists, the Jackson Hole Wildlife Film Festival, the Webbys, W3Awards, Davey Awards, and induction into the Computerworld Honors program (in partnership with the Smithsonian) for the use of information technology to address social issues.
Sparkman is a sought-after speaker on the topic of applying purpose to digital marketing strategies and is a Keynote Track Speaker at Content Marketing World, a gathering of over 3500 senior level marketers from small businesses to Fortune 500 companies.
In 2016, Sparkman successfully led the effort at FusionSpark Media to become a Certified B Corp.