The 5 Ws (& 1 H) of Content Marketing
The 5 Ws (& 1 H) Of Content Marketing


Wish to achieve higher model publicity and tons of new leads with out spending a single cent on paid adverts?

Earlier than you shake your head and dismiss the concept as unimaginable, take into account the proof.

On January 15, Shutterstock posted its yearly artistic traits infographic. Have a look.

content marketing creates brand exposure

The infographic is stuffed to the brim with technicolor photographs, fashionable music, and gorgeous video clips. It’s so superior it garnered:

  • 54 backlinks
  • 4,194 social shares
  • 10,900 whole engagements
  • All in solely 4 months!



So, what did Shutterstock pay for this enormous model publicity?

Not a cent.

All they did was create this good piece of content material and publish it for the world to see.

The nice information? You possibly can obtain their gorgeous success too.

All you want boils down to 2 phrases: content material advertising.

Let’s discover the way it’s achieved!

The 5 Ws & 1H of Content Marketing

These six components clarify the fundamentals of profitable content material advertising.

W #1: The What – What Is Content Marketing?

Right here’s a fast definition of content marketing:

“Content advertising is strategic advertising based mostly on the creation and distribution of related content material centered on enhancing customers’ lives. Its final targets are to place a model as an authority, achieve belief, and drive worthwhile person motion.”

For example, take a look at this e-mail from Ramit Sethi.

content marketing through email

The e-mail gives a hyperlink to a free 30-minute masterclass.



It’s not promoting something. It’s not a paid advert.

However it does three issues:

  • It teaches folks tips on how to write an impressive e-mail.
  • It promotes model consciousness.
  • It units Ramit Sethi up as an authority within the business.

Customers who watch and love the masterclass are one step nearer to purchasing Ramit’s merchandise.

That’s how superior content material advertising is completed!

W #2: The Why – Why Do Content Marketing?

However why must you do content material advertising as an alternative of spending on adverts?

For those who personal a big firm with a ton of assets, received’t you get higher outcomes from paying for promotions?

The stunning reply is no.

Right here’s proof:

  • Academic content material makes shoppers 131% extra probably to purchase.
  • 47% of folks use an advert blocker.
  • Content advertising generates 3x extra leads than conventional advertising.

Plus, folks these days don’t wish to really feel “offered” or “closed.”

They wish to collect info, take pleasure in free worth, after which select the model that offers them probably the most significant expertise.

W #3: The The place – The place to Do Content Marketing

The #1 place to do content material advertising is by yourself web site.


As a result of your web site is your very personal content material home.

It doesn’t matter what occurs, you’re the one in management of it.

However there are different platforms the place you’ll be able to publish and promote your content material. These embody:

  • Blogs of well-known influencers (visitor posting)
  • Social media
  • Electronic mail

A wholesome mixture of these is the key to content material advertising success.

W #4: The Who – Who to Goal with Content Marketing

Content advertising isn’t about creating and publishing submit after submit, hoping somebody will see what you’re doing and take motion.



It’s about figuring out precisely who you’re writing to and creating content material that’ll make their lives higher.

Take this e-mail from Rori Raye’s Have the Relationship You Need for example.

targeted content marketing

This e-mail works as a result of it targets a selected particular person: a girl who’s brokenhearted and confused over her relationship.

It’s not for:

  • Singles
  • Ladies in blissful relationships
  • Males

Sending it to them could be nothing however an enormous waste of time.



Additionally, penning a generic piece of content material meant to enchantment to everybody will find yourself interesting to nobody.

So, uncover what your target market wants and begin crafting content material that’ll change their lives in deep, significant methods.

W #5: The When – When to Do Content Marketing

When must you do content material advertising?

On a regular basis!

The key with this kind of advertising is consistency.

You possibly can’t sit down to write down an inspiring piece of content material, publish it, after which let your weblog stagnate for the subsequent two months.

What it is best to do is create a schedule and follow it in any respect prices.

So, how usually must you submit in your weblog?

The extra the higher!

Right here’s a chart from Orbit Media to information you.

strong results in content marketing via publishing frequency

H: The How – Finest Practices for Content Marketing

Comply with this step-by-step information to a profitable content material advertising marketing campaign.



Step 1: Know Your Viewers

Earlier than you create even a single piece of content material, you could reply three questions.

  • Who’s your viewers and what are their ache factors?
  • How will you assist them?
  • What type of content material will greatest enchantment to them?

Answering these questions will preserve your content material centered and related.

Step 2: Resolve on Your Content Marketing Objectives

The subsequent query it is best to ask your self is, “What’s the final word purpose of my content material advertising marketing campaign?”

Really, you’ll be able to have a couple of purpose. You need to use content material advertising to:

  • Improve site visitors to your website
  • Improve income
  • Achieve belief
  • Set your self up as an authority in your business



Know your targets earlier than you begin creating content material, and you’ll want to connect KPIs to your content material items to measure your success.

Step 3: Determine Out Which Content Varieties You’ll Create

The primary content material kind you want is a weblog.

Your weblog works because the core of your content material advertising marketing campaign.

Publish two or extra weblog posts per week, ensuring they’re related, actionable, beneficial, and shareable.

Apart from your weblog, listed below are 5 nice varieties of content material you’ll be able to add to your marketing campaign:

Step 4: Create a Content Calendar

A content calendar helps you keep on observe with related and well timed items of content material.

Step 5: Begin Creating Content!

Bear in mind, high quality is the primary purpose to purpose for with every bit of content material you publish.

The 5 Ws & 1 H of Superior Content Marketing

You don’t want huge bucks to get your model entrance and middle within the minds of your viewers.



In actual fact, costly paid promoting is now not bringing within the outcomes it used to.

Individuals don’t wish to really feel offered. They spend money on advert blockers, skip TV commercials, and ignore unsolicited mail.

So, what do they need?

They wish to really feel highly effective. They wish to be in management.

They wish to make selections based mostly on the worth a model offers them.

The nice information is you may give all of them these via profitable content material advertising.

Extra Assets:

Picture Credit

All screenshots taken by creator, April 2020


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