How to create cause-driven content

Cause-driven content is vital for your ethical business. Last month, we featured an infographic that showed why ethical and socially responsible brands should create content around their causes. This month we’re going to provide practical examples on how to create it.

Examples on how to create cause-driven content

Share a story

Your ethical business is not just a brand, it’s a book that contains many stories. Here are the types of stories you can share:

  • The story of why you started your business
  • The story of impactful events that steered the course of your life and business
  • The story of impactful people who steered the course of your life and business
  • The story of people’s lives you’re changing as the result of your socially-responsible business

An excellent example of storytelling can be seen on the Kiva website. As you can see below, Kiva even include the word ‘story’ in their headline. People love stories!

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Kiva constantly share their stories

Share your work

In some instances it’s worthwhile to share the work you’ve done for your clients. For example, if you build sustainable homes, ask your client if you can write a blog piece about their home. List the sustainable materials you used and the sustainable practices you implemented, and accompany the piece with lots of photographs.

In our case, we sometimes like to share our clients’ work on social media, with their permission of course! Not only do we love giving their company some valuable promotion, we’re also constantly reinforcing the message that we work for companies with a cause.
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Share your testimonials

Testimonials from happy clients are another great way to share cause-driven content. When someone is happy with the results you’ve achieved for them, don’t be shy, share this exciting news with the world. It’s not boastful, it’s actually helpful: if a person is tossing up whether to work with you or not, the testimonials will help them make the decision. Testimonials build trust. If people don’t trust you, they won’t work with you. 

Share your life

The things you do throughout the day may seem uninteresting to you, but they’re likely to be very interesting to others. (Other people’s lives always seem more interesting than our own!)

By occasionally sharing bits and pieces about what is going on in your day, you’re simply sharing your story in delicious, bite-sized pieces. Here are some examples:

  • Take a photograph of a beautiful view on your morning walk.
  • Is your dog, cat or other pet keeping you company today? Take a photo or write about it. On the whole, people love seeing animal ‘helpers’.
  • Did you tick off everything on your to-do list? Share your achievement!
  • Have you eaten something homemade and yummy? Tell everyone and ask what they’ve eaten today.
  • Ask for opinions or advice. If you’re stuck on an issue, your community can chime in with help, plus this makes them feel involved and valued. (BTW, a community can be even just two people. You have to start somewhere, and one way to build your community is by engaging with them.)

Share resources

Whenever you find useful resources, share them with your community. In our case, we took a screenshot of ethical apps on Shona’s (our founder) iPhone. If we wanted to, we could write a blog post about each one of these apps. You can literally write cause-driven content about any aspect of your business and life!

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we shared our own ethical apps and invited our community to share their own.

 Share your numbers

What sort of an impact have you made? We’ve written extensively about FEED’s approach to marketing. Share your numbers, just like FEED.

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FEED has made an enormous impact.

As you can see, cause-driven content is really all about sharing. Once you scratch the surface, there are literally thousands of stories to share. we can’t wait to read yours!

What are your thoughts on cause-driven content? Please feel free to share any of your stories in the comments below.