This week, we introduce the fourth and final post on the 4 P’s of content marketing where we discuss “Promotion.” You may have learned and forgotten about The 4 P’s of Marketing. But before you write it off as an outdated principle, let’s consider how it might be used as a framework in the digital marketing world; it is particularly useful for content marketers. If you haven’t already done so, review our previous posts on Product, Place and Price.
The 4 P’s for Content Marketers in the Digital Age: Promotion
Going back to our example from the last three weeks, let’s say you are a B2B (business-to-business) content marketer for a SaaS (software-as-a-service) company that sells an analytics tool to marketers. You’ve already established the following:
- Your “Product” is your content. You have detailed use-cases on how, when, and why customers will read your content.
- “Place” equates to content distribution. You’ve built your distribution plan based on the use cases of when and why customers want your content.
- Your “Price” strategy revolves around the amount of data you can collect in exchange for giving away free content.
Now it’s time to establish the “Promotion” aspect of your content.
For a content marketer, “Promotion” is about promoting the right message at the right time in the right format to the right audience. Essentially, promotion means putting together the Product, Place and Price. MindTools has some helpful questions to get us started establishing the “Promotion” for our content:
When is the best time to promote? Is there seasonality in the market?
Yes. The answer is yes, there is seasonality. Yes, there is a best time to promote content. There are some aspects of content promotion that can be planned ahead of time using events, holidays and other seasonally relevant priorities that can and should be anticipated ahead of time.
For things that cannot be anticipated ahead of time, it’s important to ask these questions:
- What message will resonate most in today’s context?
- Is this the best time to promote this piece of content?
- What are my competitors doing right now?
By looking at historically posted content, you can develop some expectations of what your competition will do. At years end, they will create the “Best Something-or-Others of .” At the start of the year, they will post “The  Things To Watch For in ,” for example.
The question is, do you do like everyone else or do your own thing? To some extent, you must cover the same bases as everyone else. They write the same content every year for a reason: it works. If they are there and you aren’t, your audience will turn to the competition. On the other hand, you must differentiate. Thus, one approach is to devote some percentage of your content creation effort to adhering to the same promotional calendar as everyone else while setting aside the remaining portion to test new concepts, promoting content at different times.
Key Points: Promotion
- For content marketers, the “Promotion” component of the 4 P’s means putting together Product, Place and Price into a neat package.
- No matter who you are or what you do, there is seasonality to your audience’s attention and priorities. Adapt accordingly.
- Devote some percentage of your efforts to creating content that fills the same seasonal niche as your competitors and set aside a portion of your efforts towards creating fresh and new things at various points in the year.
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