#AdFedMN: Purpose Driven Content with Amanda Brinkman

Posted on: 10/09/15, 7:55pm

Remember the Small Business Revolution Documentary we talked about recently? If you haven’t watched the film yet, get on it. The authenticity and heartwarming vibes will make your heart swell up. The Social Lights were lucky enough to join AdFed MN for a special event hosted by the lady who struck the match, Amanda Brinkman, to learn more about the storytelling campaign behind Deluxe Corporation. 

So we settled in at the 508 Bar to learn how Brinkman and her team utilized storytelling (and the Small Business Revolution) to change the perception of a 100-year-old company and produce purpose-driven content. Essentially, how did Deluxe Corporation get in front of as many people they could?

Here’s what we learned:

Be a storyteller.

Tell stories that actually give people something they want and enjoy spending time with.

storiesTell these stories with authenticity and quality.

You don’t want wishy-washy or warmed over content. Make content purposeful with purposeful choices. Marketing campaigns can be movements, if the work is meaningful for others and becomes bigger than marketing because it’s something that matters.

authenticLeverage influencers.

Impactful influencers (like Robert Herjavec for #SmallBusinessRevolution) are essential because trustworthy people give the campaign expert credibility. Find advocates that will go above and beyond.

leverageSurprise and delight.

Having a strong Call-to-Action to help people get engaged and active in a discussion is important. Surprising & Delighting the community initiates real-time engagement and authentic communication.

surpriseSocial channel matters and promoted posts work.

Make sure to direct budget towards promoted posts in any social channel. This will ensure you’re getting your message in front of the right audience…an audience that will stick. Why? Because you want your message to resonate with people. Also, the way you tell stories on each channel is different. For example, people love “snackable videos” (like this one) on Instagram. The content is quirky, funny, heartwarming and easy to consume.

socialchannels

For more tricks and tips about creating purposeful content, tweet us @TheSocialLights.

 

Subscribe To Our Blog

Enter your email address to subscribe to our blog and receive notifications of new posts by email.

Recent Posts

How marketers can use Facebook Groups to foster brand loyalty.

Facebook is doubling down on its commitment to a closer, more connected world. From Zuckerberg’s 5,000-word manifesto in February to his updated vision for the platform, the social giant is set on bringing people together. […]

How Amazon could force Facebook’s hand in eCommerce.

This article was previously published at Social Media Today. Jeff Bezos and Amazon are drawing attention with recent rumors about launching a personal messaging app. The app, reportedly called ‘Anytime’, would link users through one-to-one messaging. Additionally, […]

How Instagram’s API announcement is a win for marketers.

Instagram expanded its API to approved third parties, allowing for more data and insight to be pulled from the platform than ever before. There was an audible cheer from social strategist Gina Vo when the […]

Status Update: Q2 Social Media Trends

Social media is in a perpetual state of rapid evolution. Updates and new features are constantly reshaping how users engage across platforms, and the day-to-day headlines are a barrage of buzzwords and tag lines. How is one supposed to […]