Page 26 - The Ultimate Guide to Content Marketing

Purpose

And the final P for effective content market- • What are the values of your brand?

ing – purpose. Why does your brand exist? • How can your products and services
make your customers’ lives better?

I talked about this concept years ago, shar- • How does your vision differentiate your
ing Simon Sinek’s amazing Ted Talk on how business from your competitors?

important the purpose is of your business to • And – where is it headed? What role will
your customers, something a lot of brands your business play in the future of

overlook. society?

You need to get this higher purpose across Here’s an excellent video of Steve Jobs
in your content. talking about brand purpose for Apple.

• What purpose does your business have
– how is it impacting society?

He says, “But even a great brand needs in- What is the core, the archetypical belief

vestments in caring if it’s going to retain its rel- that drives your brand? It’s there if you don’t

evance and vitality.” He goes on to explain know it already. You may have to dig deep
how the way to do that isn’t to tell people for it, do a little organizational soul-search-

your mission statement or your brand vision, ing. But, that’s what your customers will not
but rather to evoke awareness of who you just be motivated to connect with, but will

are through your content. Like Nike, “They desire to be a part of. And that’s really ef-
honor great athletes and they honor great fective content marketing.

athletics. That’s who they are.”

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