WHY PUBLISHING IS THE FIFTH "P" OF MARKETING

This presentation is based on an article on my blog.

The Four P’s of Marketing

• Product

• Pricing• Placement

• Promotion

The Four P’s of Marketing…

• Product

• Pricing• Placement

• Promotion

…need one more ”P”

• Publishing

Promotion has always been centered around

great content that people valued and

wanted to see.

the 1960’s

It just used to be that advertisers would

interrupt the content that other people

created and just skim the attention the content earned.

the 1960’s

Now 100% More

Annoying!!Now

100% More

Annoying!!

Now things have changed…

the 2010’s

$ The costs to CREATE

+ DISTRIBUTE content

have plummeted.

the 2010’s

The web is the most

powerful publishing

platform in history…

the 2010’s

…Now all brands need

to do is leverage it to

spread their message

via great content.

But we can’t afford a content strategy–

Can’t afford it!? We can’t afford

NOT to!

Nobody’s listening to ads anymore!

THERE’S TOO MUCH

NOISE!

A purely promotional strategy is no longer viable.

Just look at what happened to JCPenney…

Content might cost more upfront…

…but the accumulated benefits pay off.

BENEFITS OF CONTENT:

Expands your reach

Provides lasting value

Leverages resources +scales well

and perhaps most importantly…

Your audience will like you more each time you provide value…

…instead of getting frustrated with you

every time you get in between them and

something they want.

One last thing…

You don’t need to become a PUBLISHER…

… to start incorporating publishing into your marketing efforts• Product

• Pricing• Placement

• Promotion• Publishing

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