A brand needs personality. It needs to convey an image to its market that states who it is and what it’s all about. People who relate to that image can then see the brand as an extension of themselves, their personality, or who they want to be. One of the best ways to showcase that personality is through content.
Usually done through blogs or social media, brands can use it to tell and connect a story. The organic way that the content is written introduces the brand personality to its customers in a way that is relatable and interesting.
Following the format of the news, content has to address the 5 W’s—Who, What, When, Where, and Why.
Everybody likes a good story, and for businesses in the Philippines, where digital marketing is rapidly evolving, telling a good story could be a key to reaching your market. Let’s try to understand the five W’s so that we can best tell your brand’s story.
- Why: Establishing Purpose and Value
The most important question in content writing and marketing is “why”.
First, the brand’s side–why are you doing content marketing in the first place? Why is your brand worth marketing? What are you trying to achieve? Is your goal brand awareness, market penetration, lead generation, or rebranding? This helps establish your strategy and long term image. This will also be the basis for short-term strategies–seasonal promotions, activities, events, choice of affiliates, etc. It should all come together to help reach your brand’s ultimate goal.
Then comes the consumer’s perspective. Why should a consumer buy your product, or be loyal to your brand (versus others)? Answer that why through providing value, solving problems, or inspiring action.
Example: Real estate developments today don’t just sell homes. They sell the picture of a lifestyle–of how families can grow peacefully, how individuals can realize their dreams, how urban comforts need not mean lack of a green environment. Take Aboitiz Land, for instance. Their why isn’t just to sell homes–it is to innovate to bring Filipinos home.
Content Writing Tips:
- Align content with your brand’s mission and values, brand voice, and goals.
- Highlight your unique selling points and competitive advantages and apply them to everyday situations. How will they play out in your target audience’s life?
- Encourage audience interaction through storytelling and social proof.
The second “W” refers to who your target market is.
Establish a general description of the target market in relation to the brand and products. Consider the usual demographics and psychographics to help you target a specific group, speak their language, appeal to their interests (and their why), and optimize your brand reach and market share.
Example: A local brand like Sunnies Face identifies its primary audience as young Filipinas who follow morena-forward beauty trends. Their content should then use relatable language, aesthetic visuals, and influencer collaborations that coincide with the target audience’s personality type (or aspiration).
Content Writing Tips:
- Conduct market research to define customer personas.
- Use social media insights and Google Analytics for audience behavior analysis.
- Personalize content based on customer preferences.
- What: Crafting the Right Message
After establishing the brand goal and target market, we now need to discuss “what” we want to say to our customer base.
What makes your brand stand out, what is your target market looking for, what is your brand’s message. Generally the “what” of a brand develops over time as it will learn to see where it best fits in, and so to will it’s objectives. This involves everything from pricing, promotions, product design, brand image, customer relations, to other services. There is a long term message in which the brand tells a story and portrays a certain lifestyle, and there are the short term messages that are more seasonal but still contribute to that main message. What you communicate determines whether the audience engages with your content.
Your message should be clear, compelling, aligned with your brand’s goals, and as much as possible, consistent.
Example: A fintech company like GCash needs to communicate the ease and security of cashless payments and mobile transactions. Their content should focus on financial literacy, step-by-step guides, and success stories to educate and build trust.
Content Writing Tips:
- Use a mix of informative, persuasive, and engaging content.
- Maintain a consistent tone and brand voice.
- Address customer complaints and offer solutions.
- When: Timing Your Content for Maximum Impact
Having aligned the brand and product content to it’s target market, the brand now needs to know when to publish. With how fast paced digital marketing is, its not uncommon for content to be buried beneath tons of other posts. The business must be where the customer is most likely to be at the time they are most likely to be there.
Television companies, for instance, know this and have always given the highest paying commercial the prime time slot, right in between the programs’ most watched shows and at the time when most consumers have reached home and are relaxing by the TV.
Digital marketing is a lot easier and more personalized. By knowing your target market and having the data to back it up brands know when a majority of their target market is most likely to be surfing the Internet or on social media. Figuring out the targets markets “primetime” slot will allow the created content to maximize it’s reach.
Example: Though advocacies like #HopeFromWithin and #SolidariTeal continue their work to bring healthcare information to the Filipino people year-round, they maximize their reach during and around awareness months and observances.
Tips:
- Analyze peak activity hours using social media analytics.
- Plan content around relevant holidays and local events.
- Utilize scheduling tools to maintain consistency.
- Where: Choosing the Right Platforms
The brand must be where it’s customers are most likely to be. In the case of digital marketing, placement is a whole lot easier. Brands can benefit from a strong mix of owned media, paid media, and earned media. Always promote and provide links to your website for higher domain authority and search ranking. Be aware that some content will have different results in different platforms. Take note of what works best and where–with the proper platform for the proper target audience.
Example: Companies like logistics and transport provider Victory Liner may have found success on Meta platforms, but expanding their brand marketing to TikTok helped them diversify their reach.
Tips:
- Use Facebook and Instagram for consumer-driven brands.
- Utilize LinkedIn for B2B marketing and professional services.
- Leverage TikTok for short, engaging videos that cater to younger audiences.
Mastering the 5 Ws of content writing in marketing allows businesses to create impactful and engaging content. By understanding the audience, crafting the right message, choosing the best timing and platforms, and emphasizing their purpose, businesses like yours can strengthen your digital presence through content.
For those seeking to maximize their efforts, working with an experienced PR and digital marketing agency can streamline the process and drive long-term succ
Jem earned a Bachelor’s Degree in Marketing from the University of Asia and the Pacific. When h’s not sharpening his digital marketing skillset, he’s out writing technical articles or reading a good book (or two).
