Marketing With Purpose Kit: Creating a Purpose Platform for Content Marketing

**SPEAKER_1** (0:03)
The Bliss Business Podcast, the show about empathy, connection, and consciousness in business. Today's episode is brought to you by Zero Company, your paid search, social media, and programmatic ad experts.

**Stephen Sakach** (0:17)
Welcome back to The Bliss Business Podcast series, Marketing With Purpose. This is our quick podcast topic where we explore how to embed purpose into every level of your marketing. I'm Stephen Sakach, here with Tullio Siragusa and Ash Maher. Hey, guys.

**Tullio Siragusa** (0:33)
Hello. It's good to be back, Ash. Two weeks in a row, two weeks in a row.

**Stephen Sakach** (0:39)
All right. Today's episode is about how to create a purpose platform for your content marketing. A foundation that lets every blog, social caption, and campaign carry more than just information, it carries meaning. So, Ash, when we talk about purpose platform, what are we saying here?

**Ash Maher** (1:02)
Well, thank you, Steve. Well, what we're saying is a purpose platform is like, we're not talking about a piece of tech. It's a narrative foundation. It's the emotional and philosophical ground your brand stands on. Think of it as the why that every content effort is rooted in.

**Tullio Siragusa** (1:21)
And that's exactly right. Instead of, think of it this way, instead of chasing like trending topics, which is very typical a lot of times in marketing, are pumping out generic blog posts. A purpose platform lets you build a cohesive message, one that creates memory and meaning over time. It's kind of like a soap opera, you know, you watch the series and it builds on it. It's similar to this idea of storytelling that has a threat to it, that's purposeful.

**Stephen Sakach** (1:53)
Yeah, I like that differentiation with meaning over time, because if you are chasing that trending topic or whatever, that one's going to stand out a few years from now, like, what was that about, you know, where it just didn't jive with the rest of your foundation. So this is what makes your content feel intentional. So not random acts of marketing, but a steady drum beat of trust building stories aligned with your deeper mission. So, why does this work better than a traditional content strategy?

**Ash Maher** (2:24)
Well, you know, Steve, being an SEO guy, a lot of content strategies will start with an SEO checklist, like keywords, competitive metric, competitive gap analysis, and that's fine, but it doesn't really answer the real question. Why would someone care about this information that they're reading? A lot of times people will miss the mark. They're so focused on the keywords, not so much the message, the purpose.

**Tullio Siragusa** (2:46)
Yeah, and instead of focusing on keyword stuffing, you actually focus on substance, right? Even if they click, for example, do they connect? So maybe the very keywords will get you to click, but that doesn't mean it's going to convert or connect or leave lasting impressions. Whereas purpose-based content gets remembered, that's the goal, it's to make it memorable. It creates emotional stickiness. You may not even remember exactly what you read, but you remember the feeling. And it's that feeling that attracts you, that makes you want to go back, because it speaks to shared values, not just some product spec. So most likely, people will read a product spec and forget it, but they get no feeling from that. But they might read something that resonates, that's a story that's deeply emotionally and purposeful. And they may not remember all those details either. So if you're going to take the risk of someone reading something and not remember it, at least do the one that's going to make them have a feeling that they will remember. Reading the product specs won't give them any feeling to remember.

**Stephen Sakach** (3:52)
Yeah, this is inviting your audience into a relationship, not just a funnel. And that's where your brand lives, is in this relationship. It's like the example we gave in our episode last week, if you remember, on Tony's Chocoloney. Chocoloney, as we mentioned, if you go to their site, you see some very in-depth content around the chocolate industry and its exploitative labor practices. And I'm in, I'm going to spend some time on their site because of our shared values. And you kind of just go down this rabbit hole of education. And now, suddenly, we've kind of built this relationship that wasn't there before. So what makes a good purpose platform?

**Ash Maher** (4:34)
Well, Steve, there are three ingredients. Okay, and I took some notes on this. So first one is the clarity of belief. What truth or change does your brand stand for? Number two, consistency of tone. Can people recognize your voice across different platforms? Number three, the last one, commitment to narrative. Are you telling stories that reflect your purpose, not just promoting your offerings?