The 5 Ws (and an H) of Content Marketing

Aimee Beck
7 min readJun 8, 2018

Over the years, I’ve repeatedly seen a major disconnect between real writers being able to find real work (without having to low-ball on bidding sites), and the brands and agencies who are looking for real talent. Unfortunately, when it comes to writers, everyone thinks they’re a writer, but as we know that’s not really the case.

So my primary goal with Media Wise is to serve both sides of the coin — to help writers make a living doing what they love to do, which is writing, and to help agencies and brands find a writers who can help with their marketing efforts.

Today I want to talk about the who, what, where, why, when and how of content marketing. So let’s dive right in.

Why is content so important?

The best way to sell your own products and services is to become your own media company. SEO is important, but it’s just one small piece of a very large digital puzzle.

Getting top rankings in Google is difficult across all industries, not only because the Internet gets busier and noisier, but because they’re turning their focus more toward delivering answer boxes in the results page than delivering organic rankings.

The way we get noticed is changing.

When you produce relevant content you become the go-to resource within your industry. Visitors will trust you deliver the up-to-date information they seek. That’s how you command an audience.

With an abundance of content, you’ll naturally drive traffic by way of SERPs, but also by way of social media marketing, paid social ads (which are grossly under priced right now, but not for long). More web content means more social content, means more followers, more traffic, more eyeballs = accelerated brand awareness.”

Who should create the content?

Everyone with a brand, whether you have a product, a service, it doesn’t matter. Anyone vying for attention, whether you’re a pop star dropping a new album or an e-commerce store that sells running shoes, you’re vying for attention, and the way to get that attention is by producing interesting, relevant content. Like it or not, the key to visibility is content marketing.



Aimee Beck

Independent Content Marketing Manager | SEO/UX Copywriter | Editor. Let me breathe new life into your web pages, blog posts and email campaigns. Email me today!