The Power of Why in Content Marketing and Pinterest Algorithm: Finding Common Ground

The Power of Why in Content Marketing and Pinterest Algorithm: Finding Common Ground

In the world of content marketing, there is no shortage of information. However, as Doug Kessler of Velocity Partners puts it, most of it is simply "crap." The key to producing meaningful and valuable content lies in understanding the power of why.

Asking why is a crucial step in discovering your values and mission as a brand. When you can effectively communicate and share common ground with your customers, you create a connection that goes beyond a simple transaction. Simon Sinek, in his famous TED Talk, emphasized the importance of starting with why. He explains that people don't just buy what you do, they buy why you do it.

To truly understand the power of why, let's take a look at the concept of the 5 Whys. This approach, popularized by Sakichi Toyoda, the founder of Toyota, involves asking a series of why questions to get to the root cause of a problem. By digging deeper and asking why multiple times, you can uncover the true essence of your purpose and beliefs as an organization.

So, why does your organization exist? What is your cause? What is your belief? These questions go beyond the surface level of what you do and dive into the core of your existence. When you have a clear and sincere understanding of your why, you can effectively communicate it to your audience.

Let's take the example of Patagonia, a $600 million company known for its commitment to the environment. When you visit their homepage, you are immediately greeted with sentiments such as passion, accomplishment, vision, culture, and environmental protection. They communicate their why through their actions, urging visitors to take action and donate. By aligning their values with their mission, they attract like-minded individuals who share their passion for the environment.

To incorporate the power of why into your communication, it's important to think about your own organization through this lens. Understand your audience and their why. What drives them? How can they identify with your why? By aligning your messaging with their values, you create a connection that goes beyond a superficial level.

Now, let's shift our focus to the Pinterest algorithm. Pinterest, with its vast collection of pins and content, relies on a complex algorithm to deliver relevant results to its users. Understanding how this algorithm works can help you optimize your presence on the platform.

There are four main ranking factors that influence the Pinterest search algorithm: domain quality, pin quality, pinner quality, and topic relevance.

Domain quality refers to how popular pins from your website are. Pinterest takes into account the engagement and interaction level of your pins to determine their quality. If users frequently save, comment, click through, or engage with your pins, Pinterest recognizes them as high-quality content.

Pin quality, on the other hand, focuses on the popularity and currency of a specific pin. If a pin receives a high level of interaction from users, such as saves, comments, or closeups, Pinterest identifies it as a valuable pin.

Pinner quality is another factor that influences the Pinterest algorithm. It considers the overall engagement and quality of a pinner's content. If a pinner consistently produces high-quality pins that resonate with users, their content is more likely to be prioritized in search results.

Lastly, topic relevance plays a significant role in the Pinterest algorithm. By optimizing your pins with relevant keywords and ensuring they align with popular topics, you increase the likelihood of your content being discovered by users searching for related content.

To make the most of the Pinterest algorithm, here are three actionable pieces of advice:

• 1. Focus on creating high-quality and engaging pins that resonate with your target audience. Encourage users to interact with your pins by including a call-to-action or providing valuable and informative content.

• 2. Optimize your pins with relevant keywords and ensure they align with popular topics. Conduct keyword research to understand what users are searching for and incorporate those keywords strategically into your pin descriptions and titles.

• 3. Consistently produce valuable and relevant content to establish yourself as a high-quality pinner. Engage with your audience, respond to comments and messages, and showcase your expertise in your niche.

In conclusion, the power of why is essential in content marketing and understanding your audience. By asking why and aligning your values with your mission, you can create a connection that resonates with your customers. Additionally, optimizing your presence on platforms like Pinterest by understanding the algorithm and implementing actionable strategies can help you reach a wider audience and increase engagement. So, start with why, understand your audience's why, and incorporate it into your communication for meaningful and impactful results.