Why I'm Committed to Marketing With Purpose (And What That Actually Means)

I recently underwent a major shift as an entrepreneur. I decided to step away from operating as a contractor, and step into the value I offer as a content marketing consultant. Basically, I realized I was focusing too much on task-level obligations and not fully serving my clients from a strategic standpoint.

This shift had a domino effect throughout my business and it motivated me to clarify my broader approach to marketing. I wanted to better define the theory I hold at the core of my work, and how that theory allows me to better serve my clients.

Why was this so important?

There are two reasons. The first is that it’s easy to assume what people know about you, but they don’t always know as much as you think. I want both my existing clients and new potential clients to know exactly who I am as a professional and what I strive to achieve.

The second reason is how critical the relationship is between entrepreneurs and the marketers they hire. There has to be alignment between both parties in terms of philosophy and style in order to achieve success. Just like a homeowner shouldn’t hire an interior designer who specializes in rustic farmhouse design to conceptualize a theme for their contemporary penthouse condo, a business owner shouldn’t hire a marketer who doesn’t share their core values and strategic approach.

For me, that strategic approach is marketing with purpose.

But what is purposeful marketing? Why does it matter? And most importantly— how does it benefit you and your business?

All self-starters, online business owners,and CEOs should know the answers to these questions. Partnering with the ideal marketing professional is an absolute must if you want to attract clients and become independently successful. Knowing and understanding a marketer’s approach to their work allows you to make the right call.

Here’s what you need to know.

What is Purposeful Marketing?

Purposeful marketing is the practice of prioritizing authenticity, value, and integrity throughout all aspects of business promotion. Brands committed to marketing with purpose are willing to reject trends, tactics, and initiatives that do not align with their greater motive— even if it means walking away from potential profits. It should be noted, though, that adopting a purpose-driven approach to marketing does not mean disregarding profitability and performance entirely. It simply means refusing to lose sight of the “why” of a business while engaging in marketing efforts.

What are the Benefits of Purposeful Marketing?

1. DEEPER AND MORE MEANINGFUL CLIENT CONNECTIONS

The most lucrative brands in the world don’t focus on sales, product development, or speed first— they focus on making an impact. They are committed to improving the lives of the people they serve, making a positive difference in the world, and pushing the limits of what can be. Think about IKEA, whose brand mission is to “create a better everyday life for the many people”, or LEGO, which aims to “inspire and develop the builders of tomorrow”. These brands aren’t just selling products, they’re operating with intention and striving towards a goal that’s bigger than monetary gain or notoriety.

This is essential to the efficacy of their branding and marketing strategies, since we know that human connection is strongest when people feel seen, understood, and valued. By sharing their greater purpose with their target audience, they are making it possible for people to form a stronger emotional and psychological attachment to their brand.

2. AMPLIFIED BRAND AUTHORITY

Trust isn’t something that can be solicited from your target audience. It has to be built and organically nurtured. Human beings develop trust when they sense a person or entity is integrous, competent, dependable, objective, and authentic. They do not develop trust simply because you tell them to do so.

By marketing with purpose, I ensure the businesses I represent establish themselves as trustworthy in the eyes of their ideal customers. How is this achieved? The first step is using my SIGNATURE GOLDEN METHOD to uncover their “why” so they can consistently communicate it. The second is generating high-caliber, purpose-driven content that brings value to their target market and evokes a favourable emotional or psychological response.

3. REDUCED VULNERABILITY

Brands that rely on price, product features, technological advantages, or efficiency to differentiate themselves often struggle to solidify their place in the market, since all of these factors can be replicated, bested, or made irrelevant by their competitors. This isn’t the case for brands taking a purpose-driven approach.

Sure, a competitor could decide to mimic your purpose, but your ideal clients will know you were the original trailblazer. In some cases, imitation is the greatest form of flattery, as is often the case in terms of branding. The more other brands try to piggy-back on the momentum you’ve generated via marketing with purpose, the more attention it will bring to your mission and the more your target market will see you as the true spearhead of your industry.

You created your business with a bigger vision in mind. That vision should be at the core of every marketing initiative. Always.

How to Generate Purpose-Driven Content

There are a range of techniques that can be used to produce purposeful content. Below are a few of the most notable:

1. IDENTIFY BOUNDARIES TO PROTECT YOUR PURPOSE

Purposeful marketing takes a great deal of guts, awareness, and conviction. Before getting started, I always recommend my clients not only identify what their brand is, but what it isn’t. 

Knowing exactly what type of online presence they don’t want to have, and making note of marketing practices they want to avoid, allows them to move forward with increased focus and precision.

Boundaries keep marketing initiatives on track. They eliminate confusion and allow brands to set clear expectations with team members, contractors, stakeholders, and their target audience. Plus, it prevents the loss of time, money, and effort on strategies or campaigns that don’t best serve their overarching vision.

2. DEVOTE TIME TO BRAIN DUMPING

Entrepreneurship is time-consuming. If you aren’t deliberate in committing time to content generation, it’ll likely never happen. Brain dump sessions are an excellent way to relieve the pressure of seeing a piece of content through from concept to completion. They allow you to focus solely on coming up with fresh ideas. Whatever comes to mind— write it down! Your ideas can be expanded upon later. At this point, it’s all about seeking inspiration, identifying needs, challenging conventional approaches, and capturing your thoughts on paper.

3. SHOW POTENTIAL CLIENTS WHAT COULD BE

You’re the visionary behind your company’s mission. It’s up to you to paint a picture for potential clients and show them the future you’re trying to create. Keeping this fact in mind is always favorable when trying to generate purpose-driven content. 

Below are a few questions that can help you describe your vision in more detail:

• What existing problems, challenges, or undesirable circumstances are you trying to eliminate?

• What emotions are attached to your desired outcome? What will you feel when you achieve it? What will your clients feel?

• Who does your vision benefit? What do those people have in common? What personality traits, aspirations, or concerns do they share?

• How would life be easier if your purpose was fulfilled? What inconveniences would be removed from daily life? What experiences would be more enjoyable?

• What steps are required to achieve your ultimate goal? What does the path to success look like?

Move Forward With Intention. Work With a Content Marketing Consultant Who Specializes in Marketing With Purpose.

There are plenty of marketing professionals who can optimize your website copy, design your social media graphics, or send your monthly e-newsletters— but not all of them can help you clarify your strategic vision or integrate it effectively throughout your entire marketing plan.

Remember, 61% of people are more likely to buy from brands that communicate their purpose through unique, engaging, and well-crafted content. As your Edmonton content marketer, I can can provide content that secures your spot at the forefront of your sector.

If you’re looking for a marketing consultant in Alberta who has both the technical expertise and the long-term vision to establish you as an industry innovator, I’d love to connect. 

(Psst! I don’t just work with entrepreneurs in Alberta. My services are available to self-starters all over the world. Ask me how I can accommodate your needs.)