why publishing is the fifth “p” of marketing
TRANSCRIPT
![Page 1: Why Publishing is the Fifth “P” of Marketing](https://reader033.vdocuments.us/reader033/viewer/2022052913/55d14857bb61eb3e3c8b45fc/html5/thumbnails/1.jpg)
WHY PUBLISHING IS THE FIFTH "P" OF MARKETING
This presentation is based on an article on my blog.
![Page 2: Why Publishing is the Fifth “P” of Marketing](https://reader033.vdocuments.us/reader033/viewer/2022052913/55d14857bb61eb3e3c8b45fc/html5/thumbnails/2.jpg)
The Four P’s of Marketing
• Product
• Pricing• Placement
• Promotion
![Page 3: Why Publishing is the Fifth “P” of Marketing](https://reader033.vdocuments.us/reader033/viewer/2022052913/55d14857bb61eb3e3c8b45fc/html5/thumbnails/3.jpg)
The Four P’s of Marketing…
• Product
• Pricing• Placement
• Promotion
…need one more ”P”
• Publishing
![Page 4: Why Publishing is the Fifth “P” of Marketing](https://reader033.vdocuments.us/reader033/viewer/2022052913/55d14857bb61eb3e3c8b45fc/html5/thumbnails/4.jpg)
Promotion has always been centered around
great content that people valued and
wanted to see.
the 1960’s
![Page 5: Why Publishing is the Fifth “P” of Marketing](https://reader033.vdocuments.us/reader033/viewer/2022052913/55d14857bb61eb3e3c8b45fc/html5/thumbnails/5.jpg)
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!!
![Page 6: Why Publishing is the Fifth “P” of Marketing](https://reader033.vdocuments.us/reader033/viewer/2022052913/55d14857bb61eb3e3c8b45fc/html5/thumbnails/6.jpg)
Now things have changed…
![Page 7: Why Publishing is the Fifth “P” of Marketing](https://reader033.vdocuments.us/reader033/viewer/2022052913/55d14857bb61eb3e3c8b45fc/html5/thumbnails/7.jpg)
the 2010’s
$ The costs to CREATE
+ DISTRIBUTE content
have plummeted.
![Page 8: Why Publishing is the Fifth “P” of Marketing](https://reader033.vdocuments.us/reader033/viewer/2022052913/55d14857bb61eb3e3c8b45fc/html5/thumbnails/8.jpg)
the 2010’s
The web is the most
powerful publishing
platform in history…
![Page 9: Why Publishing is the Fifth “P” of Marketing](https://reader033.vdocuments.us/reader033/viewer/2022052913/55d14857bb61eb3e3c8b45fc/html5/thumbnails/9.jpg)
the 2010’s
…Now all brands need
to do is leverage it to
spread their message
via great content.
![Page 10: Why Publishing is the Fifth “P” of Marketing](https://reader033.vdocuments.us/reader033/viewer/2022052913/55d14857bb61eb3e3c8b45fc/html5/thumbnails/10.jpg)
But we can’t afford a content strategy–
Can’t afford it!? We can’t afford
NOT to!
![Page 11: Why Publishing is the Fifth “P” of Marketing](https://reader033.vdocuments.us/reader033/viewer/2022052913/55d14857bb61eb3e3c8b45fc/html5/thumbnails/11.jpg)
Nobody’s listening to ads anymore!
![Page 12: Why Publishing is the Fifth “P” of Marketing](https://reader033.vdocuments.us/reader033/viewer/2022052913/55d14857bb61eb3e3c8b45fc/html5/thumbnails/12.jpg)
THERE’S TOO MUCH
NOISE!
![Page 13: Why Publishing is the Fifth “P” of Marketing](https://reader033.vdocuments.us/reader033/viewer/2022052913/55d14857bb61eb3e3c8b45fc/html5/thumbnails/13.jpg)
A purely promotional strategy is no longer viable.
![Page 14: Why Publishing is the Fifth “P” of Marketing](https://reader033.vdocuments.us/reader033/viewer/2022052913/55d14857bb61eb3e3c8b45fc/html5/thumbnails/14.jpg)
Just look at what happened to JCPenney…
![Page 15: Why Publishing is the Fifth “P” of Marketing](https://reader033.vdocuments.us/reader033/viewer/2022052913/55d14857bb61eb3e3c8b45fc/html5/thumbnails/15.jpg)
Content might cost more upfront…
![Page 16: Why Publishing is the Fifth “P” of Marketing](https://reader033.vdocuments.us/reader033/viewer/2022052913/55d14857bb61eb3e3c8b45fc/html5/thumbnails/16.jpg)
…but the accumulated benefits pay off.
![Page 17: Why Publishing is the Fifth “P” of Marketing](https://reader033.vdocuments.us/reader033/viewer/2022052913/55d14857bb61eb3e3c8b45fc/html5/thumbnails/17.jpg)
BENEFITS OF CONTENT:
Expands your reach
Provides lasting value
Leverages resources +scales well
![Page 18: Why Publishing is the Fifth “P” of Marketing](https://reader033.vdocuments.us/reader033/viewer/2022052913/55d14857bb61eb3e3c8b45fc/html5/thumbnails/18.jpg)
and perhaps most importantly…
![Page 19: Why Publishing is the Fifth “P” of Marketing](https://reader033.vdocuments.us/reader033/viewer/2022052913/55d14857bb61eb3e3c8b45fc/html5/thumbnails/19.jpg)
Your audience will like you more each time you provide value…
![Page 20: Why Publishing is the Fifth “P” of Marketing](https://reader033.vdocuments.us/reader033/viewer/2022052913/55d14857bb61eb3e3c8b45fc/html5/thumbnails/20.jpg)
…instead of getting frustrated with you
every time you get in between them and
something they want.
![Page 21: Why Publishing is the Fifth “P” of Marketing](https://reader033.vdocuments.us/reader033/viewer/2022052913/55d14857bb61eb3e3c8b45fc/html5/thumbnails/21.jpg)
One last thing…
![Page 22: Why Publishing is the Fifth “P” of Marketing](https://reader033.vdocuments.us/reader033/viewer/2022052913/55d14857bb61eb3e3c8b45fc/html5/thumbnails/22.jpg)
You don’t need to become a PUBLISHER…
![Page 23: Why Publishing is the Fifth “P” of Marketing](https://reader033.vdocuments.us/reader033/viewer/2022052913/55d14857bb61eb3e3c8b45fc/html5/thumbnails/23.jpg)
… to start incorporating publishing into your marketing efforts• Product
• Pricing• Placement
• Promotion• Publishing
![Page 24: Why Publishing is the Fifth “P” of Marketing](https://reader033.vdocuments.us/reader033/viewer/2022052913/55d14857bb61eb3e3c8b45fc/html5/thumbnails/24.jpg)
Follow Subscribe Connect
THANKS FOR READING!KEEP IN TOUCH!