Why are you creating that content?
You’d think there would always be an obvious answer to “Why are you creating that content?”. However too many business owners actually can’t answer with clarity or conviction. And this matters to me. Because if you don’t clearly understand what your content should be doing for your business, then how can you assess whether it is working or not?!
In this blog, I’m going to explore the importance of “why” and show you the benefits of getting really specific about what you create.
Why ‘why’ matters in content creation
1. Evaluating what works
Without a specific goal, “success” is just a feeling or a niggle. Being really simplistic, you might see a spike in likes and feel great, but if your goal was to drive email sign-ups and no-one clicked the link, did that post actually “work”?
When you define your “why,” you gain something with which to measure. Your content either worked or it didn’t, to help you reach your goal. Now, remember, achieving a goal should rarely be based around a single post, but the collection of content you put out for the month (or even quarter).
Whether it’s brand awareness, lead generation, or customer retention, knowing the purpose allows you to look at your analytics, results and your inbox (or bank account!) and say with certainty: “This is moving things forward” or “this needs a bit more work”.
2. Getting content to work together
Content shouldn’t live in a vacuum. When you have a clear strategy, your posts, blog articles, and email newsletters can start to function like a well-oiled machine.
Specificity allows you to interlink your efforts. Your social media can tease a topic that your blog explores in depth, which then leads to a downloadable resource mentioned in your newsletter. When you know the “why,” every piece of content becomes a building block rather than a random brick.
You can also start to identify where your content isn’t joining up. What might be confusing your ideal clients? Where are you ‘losing them’? Who needs a bit more nurturing or encouragement?
3. Moving customers along the sales journey
I’m obsessed with content and the customer journey. How do you effectively get people from A – knowing you exist to B – buying from you?
Your audience will have many things in common. However, they will also be at different levels of the “Know, Like, and Trust”, as well whether they are ready to buy.
It’s so important that your content is clear about what it is trying to do, depending on the stage of the journey and the level of warmth, when it comes to considering them a lead. By getting specific, you ensure you aren’t just shouting into the void. Instead, you are actively guiding a prospect from “Who are you?” to “Where do I pay?”
4. Sustaining your motivation
Content creation is a marathon, not a sprint.
It’s easy to feel burnt out when you’re “just posting to post.” So many of my clients come to me committed to posting every day, for example. That’s the depth of their goal!
It’s not marketing. That’s just posting.
However, when you see that a collection of content actually leads to results this is so powerful. It’ works for both motivation and for confidence. For example, when you see a specific evergreen video (shared multiple times on 3 different platforms perhaps) regularly resulting in discovery calls, your motivation skyrockets. Purpose provides the fuel.
It’s much easier to create when you know exactly who you are helping and what result you are chasing too.
5. Growing your confidence
There is a unique kind of imposter syndrome that comes from vague marketing. When you aren’t sure why you’re posting, you feel like a “fake” marketer. You worry about being the same as everyone else. You overthink it because you don’t really know what you are doing and why. You start adopting the mindset of “this won’t work anyway”. Then, so often, you end up doing very little marketing which just compounds the problem.
It’s time to switch it up. Clarity breeds confidence. When you speak with conviction because you know your content provides value and serves a strategic purpose, your audience feels that. Confidence is contagious, and it starts with you knowing your own “why.”
Join The Confident Content Creators Club
If you’re tired of the “post and pray” (!!!) method and want to master the strategy behind your stories, your planning and your content, it’s time to surround yourself with people who get it.
Join a community of like-minded business owners, who are gaining clarity, sharpening their strategy, and showing up with more impact than ever before. And it’s all thanks to clear goals, consistent planning and growing confidence.