Commercial brands indulge in a cut-throat race to reach their customers first, but when it comes to social good brands, they flinch when they have to “market” themselves. Marketing is not a taboo for a social good brand. You need it to inform your audiences, to engage with them and most of all, to get them to contribute to your cause, buy your products and join you.
Feed the Elephant in the Room
Content is the undefeated elephant in the room and you need to feed it. Credible content fuels social proof like no other advertising medium. Due to the clog in online media, lackluster, repetitive and substandard content is the norm rather than an exception. Social Good Brands have a budget constraint that holds them back from talking about their cause and convincing their audiences to align themselves with it. Using a strong content backbone will not only reduce your marketing costs but also help you grow as a thought leader.
The communication matrix of social good brands revolves around print media advertising, conducting events and seminars and above all, word of mouth communications.
Role of Content in the Communication Matrix of Social Good Brands
Content in various formats plays a unique role in interacting with your customers, donors, investors, and partners. Depending on their content consumption habits and their preferences, here are the most effective content formats which you should opt for and promote as a social good brand.
Blogs give you the freedom to speak to your target audiences without holding anything back. Talk about your cause, your people and how you are making a difference. Blogs have the power to pull traffic like no other. For instance, the Krochet Kids Intl. blog is a very vibrant area of content where the posts “talk to you!” And the fact that they have supplemented it with interesting field images, it adds a heavy touch of reality for the reader to connect to.
Apart from the blog marketing strategies that we have spoken about earlier, keep your blog updated constantly. A post or 2 every week would be good to start with. Promote the link to all your prime social media channels, newsletters and send out an email to your patrons letting them know about it!
- Visual Stories
Highly intellectual and more effective that mainstream advertising and promotion, visual stories strike a chord in your audiences’ hearts inciting real feelings and purpose to align towards your brand. They have the quality to transport the consumer to a world of hope, driving inspiration and real social proof all through.
This visual story of Bengaluru-based for-benefit, not-for-loss social good brand Hasiru Dala takes you on a journey of how they are addressing the twin problems of urban waste management and sustainable livelihood to the waste pickers.
- Interviews, Talks and Podcasts
Branded content in the form of podcasts and interviews give your brand more eyeballs, credibility and push your SEO efforts. These formats of content are easy to consume and hence most effective. 79% of marketers report their organizations are shifting to branded content for more reach and better ROI.
In an interview with renowned visual storyteller and humanitarian photographer Gary Chapman, we gained massive insights on how a storytelling project is planned, thereby influencing his audience and giving credibility to our views too.
Let’s face it. Content rules the space today and to stay ahead, social good brands need to pull up their socks and create content that will get consumed, shared thereby leading to measurable ROI at half the costs of advertising.
Featured image courtesy: Social Marketing Guru