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Why Publishing is the Fifth “P” of Marketing

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Brian Honigman
Brian Honigman

In addition to product, pricing, placement & promotion, the new realities of marketing have made a fifth P necessary & that fifth P is publishing.

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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
Follow Subscribe Connect THANKS FOR READING! KEEP IN TOUCH!

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