Before sitting down to plan your web content and inbound marketing strategy ask yourself, why? Why are you creating content? Maybe it’s to tell your brand’s story or to teach something? Perhaps it’s to move your target audience to action? Or better yet, is it to sell a product or service?
At the very beginning of a web content strategy project, I always ask my clients to dig deep and understand the purpose of the content they wish to create, and how it will serve. But more importantly, I want them to know how they can infuse that with their purpose as a business or individual.
It’s as simple as asking yourself, "why do I do what I do?"
Do not focus on the results of your actions, but know and communicate the more profound meaning of your work. What inspires you? What change do you want to bring into the world? Show AND tell it.
Why, what’s the point? Well, it’s because people like to align themselves with people that have similar values and beliefs. It’s in our DNA.
Think about it. Ever feel stuck in a conversation with another person just rambling off credential after credential? "I graduated at the top of my class in medical school!" Who cares, right? But what if they said, “I quit my well-paying job in finance to get my Master’s in Elementary Education because I believe kids should learn about money at an early age. ” Or, “I went to medical school to become a pediatrician because I lost my young brother to measles and I want to make sure that every parent out there is well informed about vaccinations.” If the welfare of children is essential to you, then these stories of why will resonate—gave you the feels a little bit?
This video by Simon Sinek is one of the most popular Ted Talks of all time. And rightfully so. He breaks down the formula that makes a great company or leader.
As Simon explains, the limbic system of the human brain is what drives behavior. Associated with feeling, trust, and loyalty it's my favorite chunk of grey matter. It is also the part of the brain that is influenced by visuals and stories, and more importantly, it is the part of the brain that drives decisions.
If you want to create content that inspires, motivates, sells, or demonstrates, find the audience that believes in what you believe.
Why do you exist and why should anyone care?
- Why do you do what you do?
- How do you do it?
- What do you do?
Put your why at the forefront of everything that you do, especially your stories. People remember how you made them feel. Focus on your why. Why am I creating this video? Why is my story important? Why do I do what I do?
Your "why" should be in alignment with your core values. If you need help defining what it is that you stand for, I highly recommend that you give Stephen Covey’s book, The 7 Habits of Highly Effective People, a skim. By integrating your purpose into your content, you're communicating your value to your audience. By following your why, you're demonstrating integrity and developing trustworthy relationships that are integral to influencing human behavior. It’s a win/win!