Struggling to create content that captures the attention of your audience? Do you feel that you’re publishing piece after piece, relying on fate to help you get the results you need? We feel you. That’s why, we’re with the golden circle technique you can incorporate in your content marketing strategy. We’ll talk about what it is, why you need it, and read content marketing examples of companies who’re already doing a great job.
First, let’s get into the basics and talk about what content marketing really means.
What Is Content Marketing?
Content marketing is a strategic approach involving content research, creation, and distribution. The content marketing process involves crafting content for each stage of the marketing funnel, like awareness, interest, consideration, loyalty, and advocacy.
What is the golden circle framework in content marketing?
Termed by Simon Sinek, an English-American author and inspirational speaker, the golden circle technique is a method companies utilise for communication. Essentially, the framework consists of three pillars: Why, How, and What. (P.S. You can watch Simon explain the concept in a TED Talk here.) Now, let’s talk about the Golden Circle framework in detail.
“People don’t buy what you do, they buy WHY you do it.”
-Simon Sinek
1. The “Why”
Simon’s 3 pillar golden circle framework is based on the observation that successful businesses are well aware of their “why.”
The why is the core of everything your business does. Within the golden circle, it focuses on the values and the purpose of the business and how the content you create can reemphasize the same. Also, while defining the why of your company, consider how your business aims to solve customers’ pain points and how your products/services add value to their lives. Next, dig deeper into people’s interests, fears, desires, and long-term aspirations. How does your business help fulfill your audience’s expectations? The answer to the question will determine your “why” and set the base for the brand’s content marketing strategy.
Take the example of The Body Shop, a vegan skincare and facecare brand. It focuses on 100% natural products as a unique selling proposition. So, the “why” is to provide customers with products that do not harm their skin, while focusing on beauty at the same time.
2. The “How”
The “how” is the second pillar in a content marketing framework. This pillar is focused on how a company intends to achieve its goals. Attaining a goal could be possible through multiple methods, like digital marketing campaigns, social media marketing, etc. The business has to decide what method is best for it, along with the marketing platform where the content will be distributed. Besides the way of sending a message to the audience, the “how” also refers to the content type a business decides to create, like educational content, engaging content, etc.
To better understand the “how”, consider that the Body Shop launches new soap care products in the market, like red wine soaps. It will have to choose a digital marketing platform that is best for it. It may decide to run an Instagram advertisement for the same, considering that the brand has a high following on the platform. This campaign may focus on how red wine’s antibacterial properties can protect the skin from acne and reduce the appearance of fine lines or wrinkles. Here, the company would create educational content that showcases the product as one that solves the problem of skin issues for customers experiencing them.
Don’t forget that knowing your “how” in the initial phase doesn’t mean that your strategy will stay the same! Your “how” will keep changing based on analytics. For example, The Body Shop may decide that Google ads are helping it obtain more leads than Instagram advertisements and change its strategy. The content marketing efforts may shift to another platform in this case. Data is your best friend when it comes to determining your “how”, and assumptions should be avoided as far as possible. Also, keep referring to your “why”: the how should be linked to it.
3. The “What”
The “what” is the third pillar in the framework and focuses on content around how a business is actually solving the problem the customer has through its products/services. The “Why” statement is an extension of the “What” and the “How” statements. In the case of The Body Shop, the brand would make use of its why, to focus on products that do not harm the skin, and Instagram as its “how” for communication. The “what” would be the actual products the content will promote, like natural face cleansers for those with sensitive skin.
Why utilise the golden circle framework?
We’ve delved into what the golden circle framework is about. It’s time to get into the reasons why you need to incorporate it into your content marketing strategy.
Helps your brand stand out in the digital space
Here are some stats related to the competitiveness of the digital marketing space:
- Social media users are predicted to rise to 5.85 billion by the year 2026. It means that businesses will be fighting for more views among more people than they are at the moment. In 2024, the number of social media users is predicted to rise to 5.17 billion. (Source: Statista)
- 18% of marketers express concerns about how it is a major challenge for them to gain and retain followers on social media platforms. (Source: HubSpot)
- Approximately 7.5 million blogs are published every single day, making it challenging to cut through the noise and rank on the first page of the Google search results. (Source: Master Blogging)
Given these challenges, it’s important to know the best strategies like the Golden Circle to amplify your content strategy efforts. Not to mention, content plays a major role in all six pillars of digital marketing. These pillars are search engine optimisation, social media, email marketing, branding, analytics, and Google ads. If your content marketing strategy is not up to the mark, your brand will be lost with the thousands of other brands online.
Helps increase conversions
When you think carefully about your brand’s “why” using the Golden Circle framework, you’ll discover a business purpose. This purpose is what your brand is known for; and when you talk about this purpose online, your audience will notice. If the audience resonates with your brand’s purpose, they are more likely to purchase products from you.
Many individuals who purchase skincare products want cruelty-free products that have not harmed animals in any way in the past. Here, a brand like The Body Shop can emphasise on this aspect in their brand communications. Suppose that an animal lover visits the website-they will be likely to develop a positive perception of the brand in their mind, and it may influence their purchase decision as well.
Aids in storytelling
Stories can help you better connect with your audience, as they can evoke curiosity in your audience, especially if your stories are relatable to your audience’s experiences. Through the strategic framework, you can create an interesting plot to promote your products/services.
If The Body Shop wants to tell a story, it can utilise multiple types of content marketing like static posts, polls, etc., and talk about how it sources its rare and exquisite products from different parts of the world before it finally reaches its customers. By doing so, it can easily promote the values of sustainability and social responsibility.
Does The Order (Why, How, What) Matter In The Golden Circle Framework?
The order is based on how the human brain makes a purchase. When you buy something, emotions are involved. However, emotions alone do not encourage you to purchase. You try to search for information that helps you prove that you are making the right decision for yourself. So, talking about your brand’s purpose first, and then talking about how you can help your customers, can help you develop an emotional connection with your customers. The Golden Circle approach ensures you’re not just making another sales pitch to your prospect but digging deeper into their personality and trying to understand why they act in a particular way.
Famous Brands Using The Golden Circle Framework
Below are the brands that have successfully used the Golden Circle framework while creating content. For each of them, we’ve highlighted the “why”, the “how”, and the “what.” Take a look and you’ll be able to take inspiration from them to craft a compelling digital content marketing strategy for your brand, too!
Apple
The Why: Apple focuses on its “why” by emphasising innovation and using the power of technology to improve the lives of people.
The How: The brand’s channels for digital communication include Instagram, Facebook, YouTube, and Twitter. The brand extensively utilises case studies.
The What: Apple’s brand messaging relates to its products like MacBooks, iPhones, and iPads, while also tying in the angle of innovation described in the “Why.”
Airbnb
The Why: Airbnb focuses on bringing people together, especially those who are searching for short-term accommodations.
The How: The content strategy of Airbnb focuses on stories from the perspective of travellers and hosts regarding their unique travel experiences. Hence, the brand focuses on user-generated content. Airbnb communicates through Facebook and Instagram.
The What: While executing a content strategy, Airbnb features accommodations or listings and the theme of cultural exploration through its brand messaging.
LEGO
The Why: LEGO focuses on the idea that one should never limit their imagination and inspires people to focus on creativity and innovation.
The How: LEGO conceptualizes engaging content on social media platforms like Facebook, Instagram, YouTube, and Twitter. The brand makes use of multiple types of content marketing like moment marketing and engaging content to resonate with its audience.
The What: The brand promotes play sets for children.
Spotify
The Why: Spotify focuses on providing listeners with a unique listening experience and the company firmly believes that music has the power to help people connect over shared interests as well.
The How: Spotify has an active presence on social media platforms like Instagram, YouTube, Facebook, and Twitter. These social media platforms enable it to connect with its audience. The brand goes heavy on quirky and engaging content to quickly capture the attention of the youth.
The What: Spotify emphasises on music discovery through its content on multiple social media platforms.
Starbucks
The Why: The goal of Starbucks is to be the go-to place where people can meet for a cup of coffee or to have conversations. Diversity and inclusivity are two of the brand’s key focus areas.
The How: The brand’s content strategy incorporates stories of baristas and customers. Also, ethical sourcing is the brand’s focus as well.
The What: While Starbucks promotes its wide range of coffee products through its content, it also talks about social responsibility.
Other Content Marketing Tips You Should Know
Before we wrap up, here are some tips you can leverage to maximise your content strategy efforts:
-Be specific in all your communication pieces. Don’t write for everyone. Write as if you are speaking directly to a single customer.
-Include call-to-actions in your content pieces.
-Don’t just focus on writing. Focus on editing and cutting out words until you believe your content can have the maximum impact on people.
Conclusion
Now, you know about what digital content marketing is and how you can make the best use of the golden circle technique. Also, you now have knowledge of how to create a content strategy for social media marketing utilising a content marketing funnel and the six pillars of digital marketing. You’ve also read a few content marketing examples.There’s only one thing left for you to do: implement these techniques while creating your next content strategy. Speaking of content creation, if you’re interested in learning about content marketing metrics, read this blog about the essential metrics you should keep in mind.
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