At a recent conference, a CEO of a professional services firm approached me for advice about a piece of guidance they had received from a marketing consultant. The consultant had suggested that the firm’s messaging should overhaul and start emphasizing the passion and dedication of its team. They advised that even major client pitches should open with this message. I understood immediately that they were talking about starting with “your why,” and while it sounded great in theory, I had to explain why this particular approach might not be the best move for them.
1. Generate Content Marketing Concepts
The notion of “knowing your why” became popular more than a decade ago, largely due to Simon Sinek’s book “Start With Why” and his influential Ted Talk. Sinek argued that people don’t buy what you do; they buy why you do it. Consequently, he suggested that brands should anchor their positioning around their core why. This advice quickly gained traction among marketing professionals, branding agencies, and consultants who embraced it as a cornerstone of brand storytelling.
However, there’s a significant drawback to this method: your audience might not care about your why. From a content marketing standpoint, it’s essential to create messages that resonate with your audience’s needs and interests. Instead of focusing solely on your brand’s why, it’s important to generate a range of content marketing concepts that align with what your customers care about.
2. Select One Idea and Inquire “Why” Five Times
Once you have a list of potential content marketing ideas, it’s useful to refine them to ensure they truly address your audience’s needs. One effective method is to use the “5 Whys” exercise derived from the Six Sigma problem-solving technique. This involves selecting an idea and repeatedly asking “why” for each answer you derive. This process helps drill down to the core value of the concept.
For example, if your initial idea is to use a blogging platform to curate industry news and position your brand as a thought leader, you would ask why this is important to your customers. The subsequent answers will reveal layers of deeper significance until you reach the fundamental reason that makes this idea valuable from a customer’s perspective.
3. Identify the Genuine Purpose Behind the Idea
Through the “5 Whys” exercise, you can identify the genuine purpose behind your content marketing ideas. This process goes beyond surface-level benefits and helps uncover the true motivations and needs of your customers. Instead of merely positioning your brand as an industry expert, you might discover that the real value lies in helping your customers stay informed and competitive in a rapidly changing market.
By understanding this deeper purpose, your content can better align with your audience’s priorities. This alignment ensures that your messaging is relevant and resonates more profoundly with your customers, thereby making your marketing efforts more effective.
4. Determine How the Idea Fits into Your Broader Narrative
Once you have identified the genuine purpose behind your content marketing idea, it’s crucial to determine how it fits into your broader narrative. Your brand’s story should not only revolve around its own why but also connect meaningfully with your customers’ whys. This alignment helps create a cohesive and compelling narrative that resonates with your audience on a deeper level.
For instance, if the core value of curating industry news is to help customers stay informed and succeed in their fields, your broader narrative should emphasize your brand’s role as a partner in their success. This narrative makes your content more relatable and positions your brand as an essential resource that empowers customers to achieve their goals.
5. Review the Answers in Reverse to Find Motivation for Your Team
At a recent conference, a CEO of a professional services firm sought my advice regarding a suggestion they had received from a marketing consultant. The consultant recommended that the firm revamp its messaging to focus on the passion and dedication of its team. They proposed that this sentiment should even be the opening highlight in major client pitches. While the idea of starting with “your why” sounded appealing theoretically, I realized I needed to explain why this might not be the most effective strategy for their particular situation.
I understood that emphasizing the passion and dedication of the team could potentially create a strong emotional connection with clients. However, I believed that simply leading with these points might not fully convey the firm’s value proposition, especially in competitive pitches where concrete results and proven successes are crucial. Clients generally want to know precisely what the firm can do for them and how it can meet their specific needs.
Instead, I advised the CEO to balance their messaging. They should indeed highlight the enthusiasm and dedication of their team but combine this with clear, client-focused narratives that showcase their track record and distinct capabilities. By integrating both elements, the firm could present a compelling and comprehensive message that resonates well with clients and distinguishes them from competitors. This balanced approach would ensure that the firm not only connects on an emotional level but also underscores its tangible value and expertise.
