A few months ago, I watched this TedTalk by Simon Sinek about how great leaders inspire action in the workplace. Simon illustrated a simple yet thought provoking model for inspirational leadership, which hones in on the importance of understanding why a business provides a service or product, instead of fixating on what they do or how they do it.
Although Simon Sinek's concept seems like a no-brainer, it left a lasting impression on me that I could not shake when it came to developing content marketing strategies for new clients. Understanding why or "the cause" for a business to be in existence, ultimately affects the message that they put out in the world. An effective marketing campaign should answer why so seamlessly that the target audience will believe that the service or good is larger than the sum of all its parts. While it takes some effort to lead with why in developing content for your business, I find that creates impactful responses from your target audience and stakeholders. Leading with why can be a powerful tool in creating a sense of community within your business, but it can do the same for building a close relationship with your customers.
Your audience yearns to be inspired by your service, as they want to believe in the companies that they support. Leading with why is the bridge between a marketing campaign to the heart of the business.