Sunday, March 04 2018

The 5 W's of Content Marketing

Think back to your elementary school days. You were likely taught five questions that would help you investigate a topic: who, what, when, where, and why. The answers to these questions would allow you to write about the topic and cover all of the important information regarding it. It was a simple but effective method of explaining everything your reader needed to know. So let's keep it simple and check out the five "W's" of using content marketing in your business strategy.


Every business can benefit from content marketing. In fact, you're likely engaging in a precursor to content marketing already. For example, imagine you run a company that produces widgets. A consumer sends you an email asking a question about your most popular widget and you reply with an answer that is helpful and informative. You’re building a relationship with this consumer and promoting your widgets at the same time.


High quality content in the form of articles, blogs, social media, white papers, videos, and anything else that is consumable. This content should be relevant and valuable to your target audience. Good content doesn't just get read, it gets absorbed. Continuing with our example from above, you have noticed this particular question on your widget gets asks a lot, so you decide to publish a product guide that answers the question. You've now created a piece of useful content for your target audience.


One of the main aspects of successful content marketing is consistency. Just giving your target audience good content once isn't enough. Updating existing content and producing new content keeps readers coming back for more. Not only does this produce brand awareness, it also helps to organically grow search engine ranking. Following our widget selling example, you might make a second guide for a different widget that you sell. After publishing the second guide, you realize that the first guide is outdated, as the widget has been updated, so you update it with more accurate information.


Content should be published anywhere it makes sense. This usually consists of social media profiles and a blog or web page. Depending on your content, it may also make sense to publish in online forums, video channels, or even take the content to the printer. In our example, we've created two product guides for different widgets. You've published the guides on your product description pages as well as in your blog, and you've gotten great engagement on your social media posts. You decide to have the guides printed into pamphlets and offer them at a widget-buyers convention where you know many visitors fall into your target audience.


Ultimately, effective content marketing leads to a sale, but it doesn't use flashy sales materials to get there. Instead, content marketing seeks to build a relationship with consumers, guiding them back to your content and creating brand loyalty. That way, rather than buying once and walking away, consumers continue to seek your brand the next time they need your products or services. In our running example, you have created guides for a couple of widgets and consumers have since absorbed your content. When a consumer is thinking about buying a widget like yours, your brand comes to mind instantly. Knowing your business is an authority in the widget business, this consumer chooses to purchase from you instead of a competitor.

Bonus! How?

How is a business owner or manager supposed to do all of these things while also running the day to day operations of a successful business? This is most easily completed by hiring a professional content marketer to research, write, and market the content your business needs to not only reach your target audience, but to connect with them.

The process of creating and marketing new and useful content to your consumers increases your sales by building honest, valuable relationships. Ready to get started building these relationships and finding those loyal, engaged clients? Give us a shout and we'll help you learn more about content marketing and how it can help your business!

Published in Content Marketing