The commercial rewards for social initiatives are well documented. Can content marketing drive customers to act? I met with Russell Sparkmann, CEO of FusionSpark Media to identify the tipping point for action when using video, photos. animations, infographics and high quality content marketing through social channels.
He not only sees the need for authentic messaging but also how to get there. Marketers cannot simply point a camera and capture authentic events. Content marketing for social benefit requires strategies, tactics and teams that are wired for seeing and capturing the real world, not the airbrushed world.
His perspective is formed by working for Northeastern University and since then some of the largest non profits in the US. Going forward he’s bringing that approach to commercial clients who want authentic engagement for their customers.