Creating valuable content for your brand or small business is a very important tool in the digital age. It’s an effective way to market your products and services while providing useful information that your customers or prospects can derive a lot of value from. With that being said, we also want to acknowledge that not all content out there is actually made with the goal of serving the audience. There are cases where it’s solely for the purpose of getting clicks.

If this is something that you want to change, then we have just the thing for you! 

Purpose-driven content marketing aims to go beyond just clicks and numbers. It’s a way to integrate your beliefs and interests into the content that you create. This approach will help build a meaningful connection between you and your target market.

Now, creating this type of content can be a little bit difficult. So, to help you out, we’re breaking down the steps on how to craft content with a purpose below. 

Define Your Brand Purpose

Before you even attempt to create purpose-driven content it’s important that you look inwards. Defining your own brand’s purpose is crucial in creating meaningful content. But, how do you define your brand? Well, one thing to do is to re-examine the values that define your company. Doing this will re-align those values with any and all the decisions you make moving forward with your business. Along those lines, you should also determine what your company wants to achieve as far as goals and growth go—big picture. Figuring these things out will help your pinpoint what your brand’s purpose is and solidify your business.

Identify What Matters to Your Target Market

To make sure that the content resonates with your target market, it’s important to identify what matters to them. Similar to determining your brand’s purpose, you’ll want to understand your target market’s beliefs, values, and even the causes they rally behind. From there, it’s all about finding points of intersection between what matters to them and the values that you believe in. 

Create the Content

Once you figure out what your business and your target market believe in, it’s time to start creating purpose-driven content.

There are a few ways to approach this:

One effective way would be to partner with a non-profit that’s aligned with your beliefs. As a company, you may not be the authority on all the beliefs you are getting behind. This is why you’ll want to partner with an organization that is. You can then create content that revolves around the organization as a means of inspiring your audience by shining a light on the real champions of the causes that you believe in.

Another approach would be to speak on how your company is personally involved with the causes you support. You can do this by creating visual content, like video or photography, to help feature how your company is doing its part to contribute to a specific cause. 


Purpose-driven content marketing can be an effective way to connect with people. And while it may take a little more work—in comparison to other forms of digital content for small businesses, it is undoubtedly worth it due to the relationship it will help foster with your target market.

We hope this article helps you get started on creating your own purpose-driven content!

Elly and Nora Creative is a digital marketing agency in Phoenix that can help you create quality content marketing solutions and push your business to grow. Let us help you make your vision come to life. Contact us today to learn more about our services!