“We’ve Gotten ‘Start With Why’ Wrong in Content. Here’s How to Fix It.” This was the headline of a recent article on Content Marketing Institute that instantly spoke to me. The post goes on to explain how brands can’t focus on their why. They need to focus on their customers’ why. And I couldn’t agree more.
When crafting marketing content, it’s tempting to focus on what makes your product or service exceptional – its cutting-edge features, competitive pricing, or industry-leading benefits. But here’s the reality: Buyers don’t care about those details until they understand how your product or service improves their lives – whether that’s saving time, making their job easier, or enhancing their quality of life.
That’s why successful brand and content marketers shift their perspective, making the human – the buyer – the hero of their narratives.
If you want content that resonates, builds trust, and drives engagement, you have to focus on the person consuming your content.
Why Prioritizing Your Buyer Matters
1. Empathy Builds Trust.
Marketing is about connection, and connection starts with empathy. When buyers see content that directly speaks to their challenges, needs, or aspirations, they feel understood. This trust is the foundation of strong customer relationships and brand loyalty. Brands that take the time to step into their customers’ shoes create content that feels genuine rather than promotional.
Let’s say you’re selling project management software. If you choose to focus only on product features, you’d probably highlight advanced integrations and automation features. An empathetic approach looks very different: It would frame the software as a solution that saves users time, reduces stress, and helps them work more efficiently. This shift in messaging yields a very different type of content – one that fosters a deeper emotional connection.
2. Relevance Drives Engagement.
People engage with content that feels tailored to them. If they see generic messaging that doesn’t acknowledge their specific circumstances, they’re more likely to disengage. Personalized content increases the likelihood that a buyer will read, share, and take action.
Today’s digital landscape is filled with noise – buyers are constantly bombarded with content. To stand out, marketers must create messaging that feels personal. Using data-driven insights, brands can craft emails, articles, and campaigns that speak directly to a buyer’s situation, making them feel valued rather than like just another prospect.
3. Better Content Converts.
Content that aligns with a buyer’s journey naturally nudges them toward a purchasing decision. Messaging that focuses on benefits rather than features leads to higher conversions. Buyers don’t necessarily want a list of specifications – they want to understand how a product will help them.
Consider the difference between two headlines for the same accounting software:
- “Our platform has automated tax filing and real-time analytics.”
- “Save hours every month on financial reporting – let automation do the work for you.”
The second headline speaks directly to a pain point, making it more effective at converting interest into action.
4. Authenticity Sets You Apart.
Modern buyers are savvy. They can spot sales-driven marketing from a mile away. When you create human-centered content, it feels more authentic and makes a lasting impression. Authenticity isn’t about avoiding promotion altogether. It’s about making sure that promotion is relevant and honest.
Consumers today value transparency. They want real stories, genuine testimonials, and honest conversations. When brands embrace this and move away from overly polished, corporate messaging, they cultivate deeper relationships with their audience.
How to Write Content That Truly Engages Your Human Audience
1. Know Your Buyer.
Research your ideal customers thoroughly. What are their pain points? Where do they consume content? What tone resonates with them? Insights like these help you craft messaging that feels personal and relevant.
Understanding your buyer’s habits helps you tailor your distribution strategy. Are they primarily consuming content through social media, blogs, or industry reports? Do they prefer short-form videos or in-depth white papers? Knowing these answers ensures your content reaches them in a format they appreciate.
Version A Tip: Not sure where to start? Learn more about buyer personas to make sure you get maximum benefit from your effort.
2. Focus on Value, Not Features.
Instead of listing specs or product details, show how your offering makes your buyer’s life easier, better, or more enjoyable. Answer the “Why should they care?” question in every piece of content.
For example, an online course provider should focus less on the number of modules and lessons and more on the transformation it promises – skills gained, career opportunities, and personal growth.
Version A Tip: Put yourself in your customers’ shoes. How does your product or service help them? How does it make their job or life easier? These are the values you should be writing about.
3. Use Their Language.
Mirror the way your audience speaks. Whether it’s a conversational tone or industry-specific terminology, speaking their language makes content feel more relatable and engaging.
If your audience is professionals in a technical industry, using precise terminology establishes credibility. If your audience is consumers looking for lifestyle advice, a friendly and informal tone builds rapport.
Version A Tip: Don’t just guess when it comes to lingo. Research how your audience speaks and writes. Find out what language your competitors are using. And if you’re using technical jargon, make sure it’s accurate, so you don’t lose credibility with potential buyers.
4. Meet Them Where They Are.
The best content isn’t just well-written, it’s well-placed. Optimize your distribution strategy by sharing content where your buyers naturally seek information, whether it’s LinkedIn, industry blogs, or video platforms.
Successful marketers think about content placement as much as content creation. Consider SEO strategies for blog posts, targeted ads for social media, and engaging video formats for platforms like YouTube.
Version A Tip: Plan and keep track of content distribution with a carefully curated content calendar. Using a calendar forces you to really strategize about what makes the most sense for a given piece of content. It can also help you visualize how and where you’re engaging with your audience so you can make sure you’re taking a comprehensive approach and not relying too much on one channel.
What’s the Right ‘Why’ for Your Brand?
Content marketing isn’t about raving about how great your product or service is. It’s about connecting with your audience and putting them first. Create content that shows them – clearly – that you understand their ‘why’ – and that you can help them achieve it.
