Content Creation

Building a Robust Content Series

Original content expands awareness and elevates the profile of the world’s largest community for good.

Challenge

With 30 million members and more than 330 million signatures logged to its online petitions, Care2 is host to an impassioned community of advocates. In an effort to spur greater consciousness about the Care2 community for good among social activists and leaders, the brand needed a new approach to positioning the organization and its leadership.

The Mfa Way

With the goal of reaching an audience of socially conscious business leaders, efforts commenced to secure a guest contributor article series for CEO Randy Paynter in which he could share intriguing content that would solidify him as a thought leader in the spheres of social good and impact. Highly read and respected outlets, The Huffington Post and Triple Pundit, were targeted as the most effective channels to accomplish this goal. Mfa secured quarterly columns in each outlet, guided and helped to write the content, which covers a range of timely social impact topics.

Impact

While The Huffington Post adds Randy’s voice to progressive commentary from prominent original thinkers, Triple Pundit places him in one the world’s most well-read websites on ethical, sustainable and profitable business. Reaching a total potential audience of 5.5 million readers, the debuts of the bylined series have forged conversations with an audience of entrepreneurs and change agents, and have sparked multiple new media conversations with other outlets/reporters. The diverse content appeals to a range of potential partners and leaders as demonstrated by a Huffington Post column that generated 2,100 Facebook likes in just four days.

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