The Biggest Factor in Content Marketing Success: Finding Your Why

Knowing Your Why Makes Your Content Matter

I’m guessing that you are reading this article because you need Content Marketing help? Why do you think your target customer will read your content? That’s right; they also need a little help in your specific industry.

I’ve been creating content for brands for a long time I have tremendous experience. I’ve read enough books and blogs to have good insight into the consensus on Content Marketing. Many thought leaders on the subject will spout similar advice.

As you can imagine, I’ve also had numerous conversations on the topic. Usually, consisting of people re-spouting what they’ve heard, read or suppose – but I’ve got the t-shirt. I feel like the previous sentences sound condescending. It is not my intention, so please forgive me. However, after years in the game seeing, and doing, what I know for sure is your content can have all the bells and whistles on it, it can follow all the rules, you can check analytics from morning till midnight but if it doesn’t have a customer-centric ‘why’, it is nothing.

Ask yourself these questions

Content Marketing Success: Finding Your Why

The only way I have achieved success for the brands who Content Marketing I manage is by making sure we have a ‘why’. In other words, how is our content serving our audience? Why would they be interested in what we have got to say? And what ‘s in it for them?

When you begin to ask yourself these questions, you give your content meaning, and this is the basis of a good content marketing campaign. Helping your audience with your content is what gets attention, it’s what gets the likes, reshares and comments, and it’s what influences profitable action.

So let’s have a look at the biggest factor in Content Marketing success: Finding your why.

Why you need a Why

Content Marketing Success: Finding Your Why

‘Why’ is at the core of Apple’s marketing? Through its content marketing and advertising campaigns, Apple has consistently communicated why they do what they do.

Apple’s marketing campaigns began to work for former CEO, Steve Jobs, when he stopped telling people what his products were and showed them why.

Apple stopped telling people it makes beautifully designed products because any brand can do that. Instead, Apple challenged the status quo and said ‘Think Different’. They have always pioneered in thinking out of the box and have created products that are more distinct and more aesthetic. So, they are first at it; other brands have mimicked. It’s Apple’s ‘why’, the ability to ‘Think Different’, that has queues of people waiting to buy their products on launch day.

Apple is a tech company, but that’s not why people buy from them. People buy Apple products because of why Apple does what they do. People like to stand out and believe they think different, so Apple appeals to this intrinsic need.

Exciting Audiences With Why

Content Marketing Success: Finding Your Why

When I first started as a Content Marketer a dear friend, a business analyst with good intentions, told me I needed to add more facts and figures to my content. Another one told me I must repeatedly tell everyone what I do. Yes, I get it – People understand facts and figures; they may even love them. And, there should be no ambiguity about what I do. But the ‘why I do what I do’ is more exciting and more capable of building an emotional connection.

Without a ‘why’ you provide consumers with detailed information and you allow people to make up their minds for themselves. People reason with facts, figures and products details and evaluate whether they fit into their immediate needs. They get to decide whether or not they agree with you.

With a why, not only do you provide a reason, you connect with people at the level of their values. People already have aspects of life they believe are right or wrong. If your why appeals to the values they believe and the things they think are right, they are more likely to give you attention. The goal of your content is to connect on shared values.

Becoming Memorable

Your ‘why’ etches in people’s hearts; it not only drives actions such as people talking about you and engaging on your content, but it makes you memorable.

Check out a lot of the content these days. It is not inspiring to anyone. It’s all about the ‘I’ and the product and the sale. But as human beings, we follow those not because of what they sell us but because of how they inspire and help us. Give your content a ‘why’ and you will inspire people to follow you.

Get Training

Advanced Storytelling

Become a Brand With Influence – Advanced Storytelling Strategies

How would you like to become a brand with influence and build a loyal online community using advanced storytelling strategies?

Leading Digital Content Marketing expert, Bess Obarotimi will be sharing years of research and years of industry experience into what stories you can use to inspire fans and sell highly sought after products.

Discover how to craft compelling stories through the content you share and distribute on social media. Whether it’s through podcasts, YouTube videos, Instagram photography or even your business talks and seminars, find out the advanced stories you need to tell to become a brand with influence.

Discover the dynamic techniques that will enable your business to be an undisputed leader amongst audiences, build brand loyalty and easily influence profitable customer action.

As an active brand storytelling evangelist, Bess facilitates workshops and mentoring in London and Kent that are helping leading brands stay ahead in the game.


  • Advanced storytelling incorporating masterful ideas that will strengthen your brand presence.
  • How to influence your customer’s behaviour with storytelling techniques used by premium brands
  • How to position your company as the preferred brand by customers in your market niche
  • Techniques for strengthening customer loyalty
  • The use of psychology in creating content for online audiences

If you would like an invoice for this seminar, please email


How to Get 10000 Fans

How to Get 10000 Fans – Content Strategy

Discover amazingly simple techniques and ‘How to Get 10000 Fans’ that will grow your brand.

Leading Digital Content Marketing expert, Bess Obarotimi will be sharing a simplified approach to creating content that she has successfully used to grow and manage global premium brands on all major social media platforms.

Strategies for all types of content – video scripts, blogs, status updates, tweets and more. Suitable for all social networks to strengthen your digital presence. The content creation techniques revealed are simple and powerful. 

To attend this workshop, you do not need social media experience. You could be just starting your business, want to make content creation easier and keen to take your brand to the next level.

If you are like many businesses, you are unsure of what type of content your fans want. You may be struggling to create enough content that is captivating and sells your products.

The ‘How to Get 10000 Fans’ workshop will show you simple and proven techniques. If you are looking for easy ways to create a lot of content, this workshop will get you results.

“What I love most is the in-depth knowledge and simple strategies given for effective content creation. It has helped me to manage my social media platforms easier. I feel like I know what I am doing.” Chris Sparrow, Writer.

For a small investment, you could be on track to get 10000 fans.

Don’t wait. Start building your social media presence today. Ticket Sales End Soon. Book Now!

Storytelling Strategy for a Product Launch

Storytelling Strategy for a Product Launch

Not just another content marketing strategy course. Examine how to create a buzz around your new product launch, uncover the psychology of your customers and create a  results-driven customer sales journey over a defined period.

Structure and enhance your content marketing campaigns each time you have a new release to the marketplace for increased customer attention and sales conversions.

Uncover more than just goal and objective setting. Discover how to implement a revolutionary new way to attract customers and influence profitable action.

Venue: WEBINAR or Pill Box 115 Coventry Road, Bethnal Green, London, E2 6GG

If you need an invoice for this event, please email

WordPress Training for Beginners

WordPress Training for Beginners

Unlock your dreams and build your website in a day. We want you to win in developing your online business or blog and that’s why in this class, not only do we show you how to create a modern and dynamic WordPress site, we are going to be sharing years of expertise and insight to creating a website that is fast, secure and outperforms the competition.

In this easy to follow, hands-on one day class in addition to developing the skills to install, design and manage a WordPress site we’re going to give you insider strategies to creating content that grabs customer attention and builds you a profitable business.  Get your website up and running with our WordPress expert, Bess Obarotimi.

What to expect:

  • How to easily install Wordpress on your laptop in 5 mins
  • How to choose a stylish design that best suits you and your customer’s needs
  • Basic insider strategies for creating compelling content
  • Basic SEO strategies to get your content ranking higher in search engines
  • Introduction to the must-have WordPress plugins that will boost your website’s performance
  • Techniques THAT WORK to promote your content on social media SUCCESSFULLY

Venue: WEBINAR or Pill Box 115 Coventry Road, Bethnal Green, London, E2 6GG

If you need an invoice for this event, please email


Add a comment

*Please complete all fields correctly

Related Blogs

Which Social Media Platforms Should Your Business be on?
Don't Give Up Content Marketing
Golden Content Rule