Content marketing lets them know why!

Think about the brands and products you love, the ones you’re fiercely loyal to. Your loyalty doesn’t grow because you like the color selection of the products, or because you thought the print ad used a nice font, or they have good shipping costs.

You are loyal to the brands and products you love because you identify with their ethos. Because they have an ethos, a belief system. Those organizations have a compelling, emotional, and pervasive answer to the question: why do you do what you do? It’s why they do a great job of content marketing.

Even though our goal is to land at the “why,” don’t be afraid to start with the “what.” In fact, many organizations might find that to be the easiest place to start. After all, every employee knows what the organization does. Right?

It can be exciting and empowering to have your entire team discuss what it is they actually do. Everyone likes talking about what they accomplish and how they accomplish it. Starting with that can make the daunting task of uncovering the “why” more approachable.

So, here is a brief action plan (or map if you choose), to get you clear on the over-riding reason for getting “why” into your content marketing efforts.

• Start with your Buyer Persona so you can effectively talk to them about your “why”.

• Get clear on what you do and then conversationally create personal persuasive narratives that reinforce the “why”. And put it on your web site Home page too!

• Ask colleagues, customers and friends if they can tell you “why” your do what you do.

• Refine those answers into your content marketing plan. And ask Google too.

• Be present and consistent with your “why” message so that it resonates as you touch your leads and prospects 10-12 time before they convince themselves that you are their best choice for a purchase that makes them feel good. Repeat!

Be a visual, persuasive storyteller.

It’s challenging to catch your audience’s attention in social media, blogs and emails. There are too many distractions—ranging from noisy notifications, bombarded sidebar ads and a bunch of opened tabs. You need your messages to be as punchy and powerful as they can be. Talk to us.

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