Content Marketing: The 5 Ws of Marketing
Content Marketing: All the cool kids are doing it. But are they doing it right?
Don’t be one of the thousands of businesses checking the box on content marketing. Leverage your company’s expertise on your industry and audience to truly build brand awareness, engage with customers and achieve business goals, using these tips.
The 5 Ws of Content Strategy
1. WHY are you doing content marketing? With any marketing trend, it’s tempting to get on the bandwagon without figuring out how it fits into your overall marketing strategy or without setting appropriate expectations.
Content marketing is about building a relationship with your customers by:
- Getting the attention of new visitors (brand awareness).
- Developing long-term relationships with existing customers (brand loyalty and advocacy).
Like all relationships, you’ll need understanding, communication and patience. Businesses must understand the needs of their target audiences before communicating how they can fulfill that need. Unlike paid media or other direct sales channels, content marketing requires a patient, big-picture mindset, because the goal isn’t necessarily immediate conversion.