Asking ‘why?’ is an important strategy for content marketing. Our content should focus on delivering value to our customers beyond the product or service we provide. It should ultimately answer the question of ‘why’ our customers care about us.
Using the 5 “whys”
As content marketers, getting to the “why” of our content is central
Our content marketing should be focused on delivering value to our audiences beyond the product or service we provide. It should ultimately answer the question of “why” our consumers care about us.
There is a concept in problem solving called the “5 Whys.” It was developed by Sakichi Toyoda
It has since been adopted by a number of project management and other processes — namely Six Sigma
Ask your group (or just you by yourself) to come up with ideas for content marketing.
*Launch a blog that informs users on how to use the kind of product we sell
*Create a white paper series on the business benefits of the kind of service we provide
*Use a blog platform to curate news from our industry to position ourselves as thought leaders
Let’s take one of these — the “curate news” idea — as an example and run it through our “Whys” to get to the true purpose of that idea and how (if at all) it fits into our larger story
Idea: Use a blog platform to curate news from our industry to position us as thought leaders.
1st Why: Why is curating news to position us as thought leaders important to our customers?
A: Because our customers will see that we have our fingers on the pulse of our business and have a point of view on the industry.
2nd Why: Why is it important that people see that we have our fingers on the pulse and have a point of view on the industry?
A: Because then our customers and prospects will have more trust in what we say.
3rd Why: Why is it important to our customers and prospects to have more trust in what we say?
A: Because developments in our industry are changing really quickly and our customers need a trusted partner to keep them on top of what’s going on.
4th Why: Why do our customers need a trusted partner to keep them on top of what’s going on in our industry?
A: Because they are really busy trying to be successful and a trusted partner can help them be informed.
5th Why: Why is it important for our customers’ success to be informed?
A: Because if they’re informed about the industry from a trusted source, they will be more competitive — and can then be more successful.