Chapters 3 and 4 for in Content Rules gave even more insight into the dos and don’t when publishing content on the web. Coming from a journalistic background, it helped to when Handley and Chapman laid out the dynamics of why, who, what, when and how, and where. Instead of using the “5 w’s” for traditional journalistic purposes, chapter 3 applied it to web writing.
The why focuses on what you intentions are when publishing content on the web. Basically, why is asking the question of what do you want to get out of your web page? Is it a place you want customers to buy or product, or is it simply a medium in which to advertise?
The who asks who are you targeting and who are you (the second question I’ll tackle later)? The who is all about getting to know your audience and what they like. If you know what that like and prefer, you will know how to market to them effectively and creatively.
The what asks the publisher what the content itself is trying to achieve. It also ties into the who because it asks what are you doing for your audience?
The When and How
The when and how comes at your content in a different way. It’s the more technical aspects of your content. It focuses on things such as your resources and your budget. It is also interested in asking what the process is that will help you create interesting content.
The where is simple. It asks what mediums will be used to get the content out? The where asks what web pages will the content be posted to and how can it be found?
Now More on the Who
Chapter 4 focuses on the question of ‘who are you’? This question doesn’t necessarily just ask “who are you as a person,” (Although it can), it is more interested in asking what is your company image? Handley and Chapman make it clear that company image needs to integrate with your content. The company’s values and image should not just be shown in logos and advertisements, but it should also be demonstrated in much of the content you publish. In other words, you need to walk the walk, not simply just talk the talk. According to the book, image is one of the most important things to create when branding a company.