What’s The Motivation Behind Your Content Creation?

Whilst we’re all very busy with our content creation and effective content distribution, it’s rare that we stop and think what we’re going to produce and why.

We often find that there is an enthusiastic drive to tell the world how amazing the product/service is and then attempt to cram in all the features, functions and benefits. What we fail to forget is the ‘why’.

  • Why should I listen?
  • Why should I buy from you?
  • Why do you make it or do it like that?

The end result of our content creation: a lot of content with little thought about what the prospect or customer wants to hear.

So how do you look at the ‘why’ and how do you make it engaging?

For me, the ‘why’ is about understanding your business and what drives you. The ‘why’ – a famous TED Talk from Simon Sinek back in 2009 explores this complexity.

Simon Sinek: How Great Leaders Inspire Action

Sinek does a sterling job and we use his talk regularly to explain our clients the importance of understanding and communicating the ‘why’ in order to attract the right audience, be relevant to that audience and ultimately convert them.

This is the first part. Know yourself (or your business). And you will create powerful stories that people will connect with.

An example: Volvo Trucks.

Whilst it’s a well-used example, it clearly demonstrates the ‘why’ behind this B2B product.

Volvo Trucks: The Hook

And if you haven’t seen the Jean Claude Van Damme video, then probably need to see it. The video clearly reinforces the ‘why’ behind Volvo Trucks again, but with a slightly different story and nearly 75 million views.

Volvo Trucks: Epic Split

Do you know the ‘why’ behind your business? And are you incorporating it into your content creation?

Contact Us Blog Banner

More from us

B2B Email Marketing Strategy
7 steps to define your B2B email marketing strategy
Email is dead, right? Well, with an ROI of around 2,500% email practically pays for itself (DMA). With compelling statistics to back up successes it’s hard not to be drawn to the...
Smashing search awards in 2020
Hyland, a named leader in the Gartner Magic Quadrant for Content Service Platforms and one of our long-standing clients, has been named a winner and as finalists in 3...
Fix Email Follow-Up Fails
An email follow-up fail (and how to fix it)
I was doing some competitor research last week and, as a result, downloaded several pieces of gated content. Of course, part of any good content marketing automation process (if...
What do sales want? Buyer insights!
If you asked your sales team what they wanted most, how do you think they’d respond? The most obvious answer is sales, and of course, commission, but then they’d think about it…...
Social Selling
B2B social selling: how do you stack up?
B2B social selling seems to be one of the hottest and most over used terms in B2B sales at the moment. So what on earth is all the fuss about? If the hype is to be believed then...