As content marketers, one of the trends we’re seeing take front and center stage is the importance of social responsibility. In a world where customers are increasingly valuing brands that share their values, it’s more important than ever for content marketers to make sure they’re speaking authentically and empathetically about social justice issues, the fair treatment of employees, and other essential topics.
Interestingly, this isn’t just something that content marketers are paying lip service to. A whopping 82% of marketers say they’re investing the same or increasing their investment in social responsibility in 2022.
However, it’s essential to remember that if you’re leveraging social responsibility in your content marketing efforts, your entire business must be on board with championing social responsibility. Anything less than that will be considered inauthentic by today’s discerning customers.
So, the question is: Is your brand socially responsible? If not, what steps do you need to take to get there? Below, we’ve outlined a few key things to remember as you work to make your brand more socially responsible.
1. Be Transparent About Your Social Responsibility Efforts
Customers today want to know exactly what brands are doing to be socially responsible. They don’t just want to see that you’re donating money to a good cause; they want to know how much you’re donating, where the money is going, and what impact it’s having.
To be as transparent as possible, consider creating a dedicated page on your website that outlines your social responsibility efforts. This is the perfect place to share information about any charitable donations you’re making, any sustainability initiatives you’re undertaking, and anything else you’re doing to make a positive impact.
Here’s an example from IDBI Bank about their donation of a new vehicle to be used in distributing mid-day meals to the hungry:
As part of one of our Corporate Social Responsibility Initiatives, IDBI Bank is happy to be associated with The @AkshayaPatra, with their distribution of mid-day meals, by handing over a brand new distribution vehicle. pic.twitter.com/3m6XEDTEB8— IDBI BANK (@IDBI_Bank) August 3, 2022
2. Make Sure Your Entire Business is on Board
As we mentioned earlier, it’s not enough for just your content marketing team to be championing social responsibility – your entire business must be committed to it as well. After all, customers will quickly see through any attempts to greenwash or otherwise fake your commitment to social responsibility.
To ensure that everyone in your organization is on board with your social responsibility efforts, clearly communicate your goals and expectations. You might even consider creating a social responsibility policy that all employees must adhere to.
For example, as you can see in the Tweet below from FishChoice, their entire team is on board. So much so that they’ve created an entire advisory committee:
Our FisheryProgress Social Advisory Committee (SAC) + partners met in person this week! The group provided feedback on the Human Rights and Social Responsibility Policy, monitoring and evaluation design, and more.— FishChoice (@FishChoice) July 21, 2022
Learn more about the SAC here: https://t.co/1YmpkkHHdp pic.twitter.com/kAk96qx95X
3. Be Genuine in Your Approach
Above all else, being genuine in your approach to social responsibility is essential. Customers can tell when a brand is simply paying lip service to social responsibility or using it as a marketing gimmick, so make sure you’re only taking on initiatives that align with your values.
By being transparent, ensuring your entire business is on board, and being genuine in your approach, you can ensure that your brand is seen as socially responsible – something that will be increasingly important to customers.
Do you want to learn more about how to make your brand socially responsible? We can help! Contact us today to find out more about our content marketing services.
BlakSheep Creative can help you:
- Develop a social responsibility policy for your business
- Communicate your commitment to social responsibility to employees and customers
- Create content that highlights your brand’s socially responsible initiatives
- And more! .