Guidelines for Content Marketing


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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.

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Guidelines for Content Marketing

  2. 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
  3. 3. Adapting the literary checklist of the 5W’s & 1H of Who What Where When & Howto the process of creating quality content, serves to establishGUIDELINES for modern day marketers. The alignment ofthese guidelines with the marketing goals, as well as targetmarket interests, helps to insure that the content created willdrive the actions desired.
  4. 4. WHOWho is the target market that the content is trying toinfluence? As with public speaking, formulating content around athorough analysis of the target audience is essential toeliciting a positive response.
  5. 5. WHATWhat are the key needs, influences & motivations of thetarget audience?The information being shared is in essence an offer; the mosteffective offers are those that directly fulfill a specific need.Choosing topics that meet the needs of the target audiencewill serve as a guide for content development.
  6. 6. WHEREWhere is the most relevant information found?Beyond an extensive analysis of the targetaudience, taking stock of the content offeredin the marketplace, especially fromacknowledged success stories in the sameindustry, is a worthwhile next step. This willhelp to ascertain the hot topic issues beingaddressed and more importantly, what is notbeing addressed that can serve as a basis foryour own content development.
  7. 7. WHENWhen is the best time to consider contentmarketing strategies?A good indicator is when there is the time andresources available to engage in expanding theconsumer base through a variety of onlinechannels. A diversified marketing approach,whether traditional or online, has proven toyield greater returns than a solitary strategy.Online marketing has grown as a result of the number of internetopportunities available for employing action-generating content.These include websites, blogs, social media sites, advertising links,videos and audio-image presentations.
  8. 8. WHYWhy does the target market need or want thisinformation?Why is an important interrogatory inrecognizing any gaps in relevant information,as well as preventing a glut of content ontopics that have been overly addressed.The answers will help to shape the content, aswell as the format in which the content will beoffered.
  9. 9. HOWHow do I draw the target audience to the content? A diversified advertising approach should be planned within thecontent marketing strategy. Quality content can draw and keep anaudience, but should not be relied upon solely for the most effectiveresults. Promotion begins with notifying the current customer baseand requesting they share the content with their own networks.Paid advertising should be incorporated, as well as notifying thetraditional and online media via press releases.
  10. 10. SUCCESS can be as SIMPLE merely asking the rightQUESTIONS
  11. 11. www.thenetresearcher.comfkhan@