At the moment I’m reading a book by a chap called Simon Sinek (@simonsinek) — “Start With Why: How Great Leaders Inspire Everyone To Take Action”.
I first came across Sinek’s views in his Ted Talk on the same theme (embedded below).
Sinek argues that most businesses market themselves the wrong way round. He says that they start off by explaining what they do, explain how they do it differently and then ask for the sale.
Apparently only a small number of businesses get it right, and those that do start with WHY. They talk about why they got into business to begin with, why they’re so passionate about what they do – they talk about the cause that they believe in.
“People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe”
Only after that do they talk about HOW they do what they do. They want customers who believe in the same cause, and if they believe in the same cause it will surely only be natural for them to purchase what you produce.
Are you aligning your content marketing to consistently reflect your WHY?
So my question is — are you aligning your content marketing to consistently reflect your WHY?
To begin with, you need to ask whether you can quickly and easily articulate your businesses’ WHY. And if you can’t, how can your content marketers consistently reflect the same belief structure?
One of the common content marketing trends at the moment is to identify “buyer personas”.
That is, have a very closely defined idea in mind of WHO you want to be talking to in terms of your ideal customer.
But I’m wondering whether this method places enough emphasis on identifying your own vision and beliefs. It’s all very well identifying WHO your ideal customer is, but if the way that you communicate with them changes depending on who in your organisation is writing the content; and how different their WHY is, you may find that your content marketing as a whole is incongruent with what you really want to convey.
No company is perfect, but I think it makes sense for every business to have a clearly defined WHY; and to ensure that everyone in your organisation understands and lives that vision.
Sure content marketers shouldn’t be robotic in their approach. But if they truly believe the WHY, even although they inject their own personality into the content that they produce, the consistent WHY should come shining through.
Working as Content Marketing Director for Authoritas since March 2015, David also hosts our own weekly show – “This Week In Organic”, commonly referred to as #TWiO.