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savings opportunity—and why that a corporation getting involved in the opportunity is still largely unrealized. political system?” for one). And of Clear, readable prose and graphics course, there’s a campaign ice cream, Substantive, make the data easily digestible, and Empower Mint. high-quality The New Energy Future makes a case Few of us can deliver content via content is for the company’s services without ice cream (it’s hard to beat that for the essence explicitly promoting them—as a visceral appeal), but whatever your good white paper should. secret sauce is, it can flavor your of thought Can you include ice cream? content marketing in whatever format leadership. Go for it fits—and leave people craving more. Perhaps the ultimate in content July 2016 marketing for a sustainable brand, the Ben & Jerry’s Democracy Is in Your Hands campaign uses brand power to promote a public good, employing nearly every tool in the kit. There is a video—and it’s a real, rousing call to action. A website provides background on the campaign’s twin issues of expanding voting rights and getting big money out the political process, helps people register to vote and take other actions, and includes a frankly worded FAQ that answers real questions (“Aren’t you thinkshiftcom.com | Content marketing manifesto | 7

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