#AdFedMN: Purpose Driven Content with Amanda Brinkman

Posted on: 10/09/15

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.


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


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