The 4 P’s: Product-Place-Price-Promotion
In the 1960’s, marketing professor Edmund McCarthy introduced the “4 P’s of Marketing” often referred to interchangeably as the “marketing mix.” If you’ve ever taken a marketing class, this is a concept that you learned and probably forgot as fast as you can say “final exams.”
But the 4 P’s provide a useful framework for digital marketers; especially content marketers. This is the first of a four-part crash course on when and how content marketers can use the 4 P’s in content planning.
The 4 P’s for Content Marketers in the Digital Age
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 aim to use content marketing to position your brand as a thought leader among online marketing and data science enterprise decision-makers.
Lesson One: Product
As a content marketer, your product is the content itself; the blog posts, infographics, videos, webinars and 1-sheeters. The “Product” aspect of the 4 P’s is a structure from which to figure out what content niche we fill and why (from the audience’s perspective).
MindTools suggests that in a traditional offline marketing context, we ask these questions:
- What does the customer want from the product/service?
- What needs does it satisfy?
- How and where will the customer use it?
These are also critically important questions to ask when your “product” is content. We’ve done some legwork on your behalf distilling answers to these questions into customer use cases.
7 Use Cases To Explain Why Customers Consume Your Content
- They are having a specific problem with their existing process or tool and want to know if you can solve it.
- They are consuming content for the sake of professional development wanting new ideas, inspiration and information loosely or directly related to their job. Also, they may want to feel like a smarty-pants for having all the amazing knowledge and useful tips you are sharing in your content.
- FOMO: Fear of Missing Out. They have heard about your brand from their friends or from your marketing efforts and they want to know more. They don’t want to be that idiot who doesn’t know what you do now that everyone is talking about you.
- They are considering signing up for your services but want to get a better sense of whether or not your tools and company culture are a good fit.
- They are conducting research for a project or presentation and need strategic thought leadership ideas or an update on industry trends.
- They are trying to execute an aspect of their job and need some how-to instruction.
- Their boss sent them a link to your article and they feel obligated to read it.
These are just a few possible reasons why someone might want to consume your content “product.” What are other use cases that are more specific to your business?
Take a look at your editorial calendar. Are you building content that fulfills each of your use cases? If not, use the “Product” component of the 4 P’s framework to help you find your content gaps and generate new content ideas. MindTools has even more helpful Product questions to get you started.
About Boost Media
Boost Media increases advertiser profitability by using a combination of humans and a proprietary software platform to drive increased ad relevance at scale. The Boost marketplace comprises over 1,000 expert copywriters and image optimizers who compete to provide a diverse array of perspectives. Boost’s proprietary software identifies opportunities for creative optimization and drives performance using a combination of workflow tools and algorithms. Headquartered in San Francisco, the Boost Media optimization platform provides fresh, performance-driven creative in 12 localized languages worldwide.