November & December theme:
“Choose One Thing”
Posted in :  Brain Waves

Here’s a content marketing twist on that classic journalism staple – the 5Ws. Whether you’re a seasoned writer or someone who gets hives simply thinking about your next blog post, remember to focus on your audience.

Ask these five questions before you even start writing. You’ll be on your way to creating content that starts conversations.

Who is your target audience?

Consider the specific audience for each article. Whether your content is intended for end users of technical services or CIOs, write for them.

What action do you want them to take?

Determine the goal for the content. Include a clear call-to-action, such as “Register Now,” “Share” or “Contact Us” to encourage readers to take the desired next step.

When will you post/share this content?

  • Avoid end of work day, especially Fridays
  • There are two peak sharing times during the day: 10 a.m.-noon and 8-10 p.m.
  • The worst time to share an article, if your goal is to maximize clickbacks, is between 9-11 a.m.
  • Sharing/clickbacks are consistent from 1-6 p.m.
  • The hours between noon-2 p.m. see the most shares with the highest clickback rates

Source: Forbes/

Where can they learn more?

Content is the first step to starting a conversation with your audience. Invite readers to contact you, subscribe, find you on Facebook or visit your website.

Why does this content matter to your audience?

Answering this question will guide your writing. Whether your purpose is to inform, entertain or persuade, do it with your audience in mind.

What’s your spin on the 5Ws, or any writing basics that you apply to your content marketing? I’d love to know what works and what doesn’t for you. Feel free to post your thoughts on our Facebook page too.

Next up: “Content Marketing: Top Ten Places to Find the Next Great Story.”

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Posted by: Louisa Desson
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