Writing content for the web is fast becoming an established way to set your stall out there and tell the world exactly who you are, what you do, and how your business can help solve the problems of your readership.  As humans, most of us love scarcity.  We love something unique.  A piece of jewellery that you can’t buy just anywhere.  A hidden gem uncovered in some forgotten attic.  And yet, at the same time, we demand a huge amount of free information, content, data, ideas and inspiration every day. Particularly online.  If you want a special recipe, why pay?  Simply go online and find one that suits your budget and the content of your fridge.

So how can organisations help prospective clients discern between volume, and genuine value?  How can organisations share content, ideas and opinions, without giving away the family silver?

Many marketers will be familiar with the ‘What, When, Where, Why and How?’ approach to planning communication campaigns.  It provides an easy basis to decide what gets done, in what order, and for what purpose. But it is also a simple formula for writing business content, white papers or opinion pieces.  The four ‘W’s provide you with the framework for your article, or opinion piece. The ‘H’ is your call to action – presumably the answer to ‘How?’ can be found within your suite of products or services.  Use the ‘How’ as a compelling means to share your thoughts and ideas regarding a particular problem or trend, but also, critically, as a signpost to how you can help prospective clients.  Provide incentives to get in touch which balance volume with value. And use the content you create online to as a starter for ongoing dialogue.  Writing business content should generate conversations and opportunities for interaction.  It is not the end point to a marketing campaign, but the start of one.