Source: 2015 Content Marketing and Data Intelligence, A CMA Industry Report – Content Marketing and Data Intelligence
Whether it’s for B2B or B2C campaigns, content marketing has come of age, and organisations are looking for new insights to maximise the return on their investment. Already, one quarter (25%) of marketing spend goes to content creation and execution according to a new industry report from the Content Marketing Association in the UK.
I was fortunate to sit down the other day with Dr Sarah Cobourn, Senior Officer of Corporate Affairs at Hitachi Australia, to chat about the evolution of Corporate Social Responsibility (CSR). Sarah recently completed her PhD thesis on the topic of Creating Shared Value in Professional Sport: An International Investigation of Corporate Social Responsibility (Synopsis here), and is a sought-after conference speaker and corporate educator in Australia and overseas.
The Creating Shared Value (CSV) concept is the brain child of Harvard professors, Michael E. Porter and Mark R. Kramer. Their Shared Value Initiative, founded in 2012 under the guidance of not-for-profit consultancy firm FSG, has given the idea serious punch.
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A recent survey by communications consultancy Black Sun looked at the current state of CSR communications. An analysis of FTSE100 Index company websites showed that 80% have a CSR section in the main navigation of their website. However, less than half included positive reasons to work for the company in their Careers section, and two-thirds of companies did not make a case for CSR investment in the Investor Relations section. A mere 5% articulated their strategy, business model, and key performance indicators (KPIs) clearly.
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Isabel Wagner is a Sydney-based public relations practitioner who explores the convergence of marketing disciplines through the lens of her traditional PR training. Her background is in business to business communications specialising in the Information Technology industry.
She also has an interest in Corporate Social Responsibility and how technology relates to environmental and societal innovation.
