The 5 W’s You Need For Content Creation
Everything You Need to Create Quality Content
Originally published on 6/20/2015. Content refreshed and republished on 5/23/2019.
Think of the avalanche of content that you are bombarded with on a daily basis. Whether it is social media posts, emails, or a random Google query, your brain digests thousands of posts per day. In fact, the average person is exposed to an average of 5,000-10,000 digital ads per day – that doesn’t even include organic content.
That being said, how are you supposed to create quality content that stands out? We’re here to break down the 5 “W’s” of content creation, to help you understand how to set yourself up for success.
Why to Share
Constantly producing content on a regular basis is critical to your inbound marketing efforts. It not only increases your search engine rankings but creates an online presence and helps you develop into a thought leader for your industry. Sharing quality content builds trust between you and your audience. Your audience is full of current or potential clients, so it is imperative to convey that you are the expert in your industry.
First, you’ll want to do some research to be sure you’re writing for the right people on the right topics at the right time. We will help you figure out where to start
Who to share to
Before you go posting amazing content, you need to make sure it has a purpose. Create content that will resonate with your buyer personas. What’s that? Let’s take a look:
According to HubSpot, “A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.
When creating your buyer persona(s), consider including customer demographics, behavior patterns, motivations, and goals. The more detailed you are, the better.”
Create content for each stage of your buyer’s journey:
- The Awareness Stage (Top of the Funnel)
- The Consideration Stage (Middle of the Funnel)
- The Decision Stage (Bottom of the Funnel)
What to Share
You don’t need to be clairvoyant to determine what will play well with your audience. If you know where to look and what to consider, you’ll find that they’re telling you what they’re looking for. Basing your content strategy on what your audience wants and needs will deliver guaranteed results.
Developing that strategy is simple. By considering a few important areas of interest and using easy methods of tracking and observing data and comments, you’ll always find yourself one step ahead of your audience’s needs.
A few things to consider when thinking about what to share:
- Know your audience and what matters to them
- Track engagement to see what content is resonating
- Share content that shows that you are the go-to resource for industry news and expertise
- Be responsive and engage with your audience
Where to share
Produce the right kind of content that works for your business. Again, think of your buyer personas, your buyer’s journey and how your customers would best want to hear from you.
Share your content in forms of blogs, ebooks, case studies, emails, podcasts, videos, etc. Get more exposure by sharing on social media platforms that work for your business like Facebook, Twitter, LinkedIn, Instagram or even Pinterest.
When to share
Every business is different based on your product, goals, region, message, etc. See when your customers are most likely to engage and schedule your content to be posted on your website and social platforms accordingly.
There is enough data out there in the universe that tells us the best time to share on Facebook, Twitter, LinkedIn and Instagram. Check out the chart below for social posting best practices. Use this as a guide to decide what works for your business.
Keep up to date on content strategy through your social and editorial calendar by maintaining the living, breathing document when content is ready to go live, scheduled to go live and has launched.
Analyze the data to see what works, what needs tweaking, or what doesn’t work at all. Need some help getting started? Download our social media planning template.Get Our Social Planning Template