Delivering high quality, engaging content is on the minds of all marketers in our always-on digital age. For cause marketers specifically, 'content marketing' is more than a trendy buzzword. Delivering authentic messaging and stories of impact to consumers and stakeholders is no longer a nice-to-do, it's a campaign imperative.

CMF Nonprofit Member Share Our Strength's (SOS) formal content strategy is paying dividends, particularly where corporate partners are involved, according to Clay Dunn, SOS's interim chief communications and brand officer.

Clay Dunn speaking at the 2015 Cause Marketing Forum with MediaVest's Richard Hartell

Content marketing lessons SOS has learned include the following:

Compelling written stories, videos, and infographics don't just appear - they require an investment. And in organizations where resources are tight, it might not be easy to invest in content marketing without first being able to show that the investment will yield results. SOS turned to outside grants to get started.

Build a library of "foundational stories". SOS developed a library of short videos about the organization and the people it helps and worked to make sure all stories laddered up to its overall message.

Make it shareable. SOS's content marketing effort is successful, in part, because Dunn says that the organization is willing to let others frame its message in their own voices. Rather than simply producing canned content, Share Our Strength works with its partners to give them the opportunity to use its stories on their terms.

Read more about Share Our Strength's content strategy including an example of how the nonprofit used content to shape a summer campaign with partner Arby's.

We're hungry for great examples of content marketing (and lessons learned from less than stellar efforts!). Please share your stories with me at dh@causemarketingforum.com. Send us the most informative write-up and we'll reward you with a Starbucks card and 15 minutes of CMF fame!


Sincerely,






P.S. Save the date! The 2016 Cause Marketing Forum will be held June 1-2 at the JW Marriott in Chicago.