There are so many things to consider when you create your business content marketing. Sometimes, you could end up writing or filming the most wonderful piece, covering your subject matter in magnificent fashion. You feel like it was a work of art, and publish it with great confidence. And then, nothing. The engagement is low, and you can’t understand what is the cause. It happens. But if it is happening regularly, you may need to reassess your core message. One potential reason for this poor content marketing performance is your approach where your delivery is from a ‘What’ point of view. This is quite common, and has been for many companies for many years; the message that your blog or article is delivering isn’t following the ‘Why, How, What’ principle.
This was a discovery made by Simon Sinek when analysing the methods inspirational people or businesses communicate their marketing, ideas, and theories. The video in this blog is Simon’s TEDtalk on this subject which I highly recommend you watch. It transformed the way I conduct myself; not just in business, but as a human, a father, an entrepreneur, a keen runner, etc. Implementing this mentality to all aspects of life changes my approach to any challenge. I now view things from a different perspective; I’m interested in providing something unique to my customers, my family, and myself that enhances any given experience. It has changed my outlook on life too as I tend not to waste time on the things that provide me little ‘Why’.
So, how can you do this for content marketing? Well, the examples in the video talk about innovators in their respective fields. Start being innovative. Walk in your customers’ shoes to find reasons to inspire them with the reasons to buy into your brand, rather than the products or services you sell. Implement a culture amongst your people that empower your brand. Remember, you are (probably) not the only business out there that does what you do, but there may not be so many out there who have their business culture and marketing message starting with Why.
There will be future blogs on how to apply this to your business coming soon, and I will share some examples of how you can do this yourself. Once you have your ‘Why, How, What’ message clear, it is a powerful guide to the way you conduct.