Adapting the literary checklist of the 5W’s & 1H of Who, What, Where, When, and How to the process of creating quality content, serves to establish GUIDELINES for modern day marketers. The alignment of these guidelines with the marketing goals, as well as target market interests, helps to insure that the content created will drive the actions desired.

1. GUIDELINES FOR CONTENT MARKETING
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2. Content Marketing
• Content marketing is an umbrella term encompassing
all marketing formats that involve the creation or sharing of
content for the purpose of engaging current and potential
consumer bases. High-quality and Value enriched content
generates profitable customer action. The content shared in
websites, blogs, social media websites and advertising links has
the potential to influence the consumer decision-making
process.
• Content Marketing is useful in building consumer trust,
brand loyalty, as well as customer expansion and retention.
• Content quality can literally make or break an online
presence.
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3. Adapting the literary checklist of the 5W’s & 1H of
Who
What
Where
When
&
How
to the process of creating quality content, serves to establish
GUIDELINES for modern day marketers. The alignment of
these guidelines with the marketing goals, as well as target
market interests, helps to insure that the content created will
drive the actions desired.
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fkhan@thenetresearcher.com

4. WHO
Who is the target market that the content is trying to
influence?
As with public speaking, formulating content around a
thorough analysis of the target audience is essential to
eliciting a positive response.
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5. WHAT
What are the key needs, influences & motivations of the
target audience?
The information being shared is in essence an offer; the most
effective offers are those that directly fulfill a specific need.
Choosing topics that meet the needs of the target audience
will serve as a guide for content development.
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6. WHERE
Where is the most relevant information found?
Beyond an extensive analysis of the target
audience, taking stock of the content offered
in the marketplace, especially from
acknowledged success stories in the same
industry, is a worthwhile next step. This will
help to ascertain the hot topic issues being
addressed and more importantly, what is not
being addressed that can serve as a basis for
your own content development.
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7. WHEN
When is the best time to consider content
marketing strategies?
A good indicator is when there is the time and
resources available to engage in expanding the
consumer base through a variety of online
channels. A diversified marketing approach,
whether traditional or online, has proven to
yield greater returns than a solitary strategy.
Online marketing has grown as a result of the number of internet
opportunities available for employing action-generating content.
These include websites, blogs, social media sites, advertising links,
videos and audio-image presentations. www.thenetresearcher.com
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8. WHY
Why does the target market need or want this
information?
Why is an important interrogatory in
recognizing any gaps in relevant information,
as well as preventing a glut of content on
topics that have been overly addressed.
The answers will help to shape the content, as
well as the format in which the content will be
offered.
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9. HOW
How do I draw the target audience to the content?
A diversified advertising approach should be planned within the
content marketing strategy. Quality content can draw and keep an
audience, but should not be relied upon solely for the most effective
results. Promotion begins with notifying the current customer base
and requesting they share the content with their own networks.
Paid advertising should be incorporated, as well as notifying the
traditional and online media via press releases. www.thenetresearcher.com
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10. SUCCESS
can be as
SIMPLE
merely
asking the
right
QUESTIONS www.thenetresearcher.com
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