Second in a three-part blog series on a concept that author R. Todd Erkel calls “the battle for meaning.” We will look at the evolution of cause marketing and its relationship to code, content, Google’s algorithm, and page one organic search results. Organizations and companies once believed that possessing knowledge was enough to win hearts and minds. Later, they believed that communicating knowledge – through traditional media and conventional cause marketing methods – would suffice. More recently, causes and companies have acknowledged the need for deep and sustained digital content campaigns – blogs, microsites, video – to engage customers and advance a cause. The next frontier requires even more intentionality so that all content efforts converge to produce a renewable source of organic traffic and an ever-expanding, loyal and engaged audience. Three cause campaigns expanding into wider “battles” for meaning. Air BNB: “We Accept” A few years back, Airbnb faced backlash when customers raised concerns about hosts discriminating when accepting guest … Continue reading →