Think Like a Journo: Master the 5 Ws for Content That Connects

There’s a good reason so many ex-journalists become copywriters; they have the skills required to ask the right questions and produce copy that doesn’t just fill white space on a page but tells a story, offers value and builds trust.

Journalists have long used the 5 Ws (Who, Why, What, When and Where) as the foundation of concise, engaging storytelling. People reading the news are often in a hurry to get to the key details, but the same is true of consumers. These principles are key to crafting content that truly makes an impact, speaking directly to an organisation’s ideal customers, resonating with audiences, driving engagement and boosting brand credibility.

What are the 5 Ws?

The 5 Ws form the backbone of effective storytelling, covering the essential points of a story, and if we’re being super picky, we’d actually call this framework the ‘5 Ws & 1 H’—Who, Why, What, When, Where and How. By answering these key questions, businesses can get straight to the heart of their message, ensuring their content is clear, engaging and purposeful.

Who?

Who is your audience? And who is delivering the message? Identifying the right target audience ensures your content speaks directly to their needs, challenges and interests. Equally, defining the voice – whether it’s your brand, a thought leader or a customer – helps shape authenticity and trust. Who is the story about? Who wins? Who loses?

As an example, we recently produced a campaign for a local life-saving charity. Rather than having too much ‘us’ (being the charity) and ‘you’ (being the supporters), we decided to tell the story via the patient, someone who’s received critical care in their hour of need. It was more powerful this way, encouraging supporters to unite, understanding that anyone, anywhere, can become a patient at any time. Angling the message this way also helped supporters understand the real impact of their contributions.

Why

When we’re crafting a message we always come back to the phrase “so what?”. Why does this content matter? Every piece of content should serve a purpose, whether it’s educating, inspiring, entertaining or converting. Understanding the ‘why’ ensures your content isn’t just filler but something that provides real value to your audience and aligns with your business goals.

What

Before you even reach for the keyboard – or a pen and paper if you’re a tad old school – you need to know what your call to action is. What do you want your audience to think, feel or do after engaging with your content? For businesses, every piece of communication should have a purpose, whether it’s driving sign-ups, sparking conversation or shifting perceptions. Without a clear goal, your message will be more likely to get lost in the noise.

When

When should you publish or share content? Timing is everything. Whether it’s aligning with industry trends, seasonal campaigns, or simply posting when your audience is most active, getting the ‘when’ part right maximises engagement and impact.

For product launches, events, or time-sensitive campaigns, some messages rely on a specific date – it’s a key detail that can’t be buried. If you’re launching a workshop and want the date in as many diaries as possible, bring it to the forefront. Make it clear, make it unavoidable, and ensure your audience can act on it immediately. The more accessible the information, the greater the chance of participation, and ultimately success.

Where

Where will this content have the most impact? Dishing the content out on TikTok may necessitate a different purpose to LinkedIn or your current crop of existing email subscribers. Long-form insights thrive on blogs, while snappy, visual-driven content works best on social media. Understanding where your audience consumes content helps distribute it effectively.

But it’s not just about the platform – it’s also about placement. Will this message be front and centre on your homepage, tucked away in an email footer, or pinned to the top of your social feed? Consider whether your content needs to be evergreen, easily searchable, or time-sensitive. Context is key too. Are people engaging with it on mobile, skim-reading on the move or sitting down to absorb it properly? The right content in the wrong place can mean missed opportunities, so be strategic about where it lives and how it’s delivered.

How?

Whilst the one ‘H’ can feel like a sixth wheel here, it’s just as crucial in our eyes. How will we do it? Crafting content isn’t just about writing – it’s about ensuring it’s engaging, well-structured, and fit for purpose so measuring the impact is key.

For example, how will we measure impact? Success isn’t just about publishing—it’s about tracking performance, gathering insights and refining strategies. Are we measuring impressions, reach, clicks or conversions? Regular reporting ensures content isn’t just created but continuously optimised for maximum impact.

If you’d like to learn more about the 5 Ws (and 1 H) of journalism, or wish to speak to our team about how we can help you produce copy that’s purposeful and capable of connecting with the right people, please send us a message. We’re always happy to help!