Does Your Company Need a Soap Box to Succeed?
People prefer to buy from companies that stand for something. According to Cone Communications, 87 percent of Americans will purchase a product from a company that advocates for an issue they care about.
Alicia Tillman at D!gitalist Magazine weighs in on how this impacts B2B marketing:
This trend is turning marketing on its head, as purpose is fast becoming the number-one driver of brand value. The recent BrandZ Top 100 Most Valuable Global Brands 2017 study shows the digital world creating overlap between business and consumer environments. Therefore the border between B2B and B2C is disappearing, creating what BrandZ calls B2H—business to human—brands.
Creating a position for your company entails a lot more than deciding what your company advocates for. We recommend you also ensure your audience cares about that positioning and you convey that position to your audience succinctly. The following actions will help you achieve that goal.
- Make sure your product design, brand visuals and voice in alignment with your brand positioning.
- Partner with other companies that also support this positioning.
- Tell a story with your content that conveys emotion around the company's purpose.
For more information on developing a brand purpose for successful content marketing, read Tillman's complete article below.