When it comes to Content Marketing, Start with the Why

I interrupt my usual stream of compression-related content with a brief interlude on content marketing and writing in general. Specifically, whenever you sit down to write an article (or send a query to ChatGPT to write an article), you should start with the why.?

By why, I mean, why should the reader spend their valuable time reading what you are writing? What’s the benefit to them??

Most of us focus on the benefit we’re hoping to achieve from our content, and certainly, that’s essential. But the fundamental promise we make to our readers is that if you invest your valuable time reading this blog/article/case study/whatever, you’ll get some benefit, typically that you will learn something that you will consider important. That’s the why.?

Once you formulate the why, organize your content to deliver the why. Focus on making the two or three important points you want the reader to learn, and informing them why it’s important that they learn them. If the best response is to buy your product or acquire your services, all’s the better. But unless you clearly deliver the why, any mention of your product or service will sound like a baseless and premature sales pitch.?

We’ve all wasted time reading content that seemed to serve no meaningful purpose, that delivered no clear takeaways. Don’t let your next effort be that content. Don’t start writing any piece of content until you clearly understand the benefit to the reader. Start with the why.