Besides addressing needs and questions through various channels at different stages of their customer lifecycle, companies need to provide inspiring and trustworthy content to exploit the potential of the ZMOT. Today, a brand added value and engagement is connected to actual behavior. Patagonia is an example par excellence, as it leverages content marketing to meet their business objectives through content, aiming to grab a greater share of a popular culture. Simon Sinek’s Golden Circle concept...
Besides addressing needs and questions through various channels at different stages of their customer lifecycle, companies need to provide inspiring and trustworthy content to exploit the potential of the ZMOT. Today, a brand added value and engagement is connected to actual behavior. Patagonia is an example par excellence, as it leverages content marketing to meet their business objectives through content, aiming to grab a greater share of a popular culture.
Simon Sinek’s Golden Circle concept attempts to explain why such companies are particularly trustworthy to customers. Neuroscience suggests that people respond best when content communicates with parts of their brain that control emotions, behavior, and decision-making. Successfully articulating your ‘Why’ is an impactful way to build a relationship with a longer ‘shelf-life’ through defining value proposition and inspiring consumers to act.
