#48 – Crafting a Purpose-Driven

Content Strategy

with Giselle Waters, Associate Director of Content Strategy and Social Impact at Madfish

Bonus Material: Download the Companion for this Episode

Giselle Waters is the Associate Director of Content Strategy and Social Impact at Mad Fish Digital, a purpose-driven digital marketing agency in Portland, Oregon. Giselle was responsible for Mad Fish becoming a certified B-Corp in 2018. She’s implemented a pro bono program that serves under-served communities with premium marketing services. Giselle spoke at the B-Corp Champions Retreat on how to grow and market a purpose-driven business, which is how she and Cory connected.

Growing up in San Francisco where she was homeschooled, Giselle developed a strong interest in nonprofits, particularly after she spent her college years at UC Berkeley during the Occupy Wall Street movement. She thought she would end up working at a nonprofit theatre company, but she soon discovered a love for marketing, especially for purpose-driven businesses who were concerned about their social impact. When she was moving back to Portland from New York, she learned about Mad Fish. Developing a deep respect for their code of ethics, she opted to join their team, where her role has expanded in the past few years to include social impact as a key aspect of her position.

In today’s episode, we discuss how and why Giselle joined the Mad Fish team, her initiative to champion the B-Corp certification, and a step-by-step process to craft a fantastic content strategy for a purpose-driven business.

Want more episodes that focus on marketing in the impact-driven space? Listen to:

• #33 – Using Differentiation to Capture More Market Share and Find More Fulfillment in the Process with Michèle Soregaroli

• #22 — Sustainable Agency CEO, a Published Author, and a True Agent of Change with Tim Frick, CEO of Mightybytes

• #30 – The Three Basic Principles of SEO for Social Enterprises

• #10 — LOACOM Cultivates Chemistry with Purpose-Driven Clients to Make the World a Better Place with David Fortson, CEO & Co-Founder

“I need to feel like what I do has meaning and impact beyond myself” –Giselle Waters

Giselle at the office with Mad Fish’s Client Strategist,  Andree Valentine

Topics Discussed: 

• How Giselle joined Mad Fish and why
• Her initiative to champion the B-Corp certification
• Some tips on achieving that certification
• Content strategy for purpose-driven businesses

Links from the Episode:

• Giselle on LinkedIn
• Giselle on Instagram
• Mad Fish’s website
• Mad Fish on Instagram
• Mad Fish email: [email protected]
• B-Corp
• B-Corp Champion Retreat
• Ahrefs 
• Google Data Studio
• SuperMetrics
• Scrap Social
• Buffer