Refocusing the content strategy to make it a primary objective instead of a secondary objective. Analysing content development through the 4Ps Principles

1. Content Marketing:
Applied 4Ps
YISRAEL “YIZ” SEGALL

2. Overview
 Refocusing content production in a manner that
ensures that it provides actual value and is fit for
purpose
 Accomplishing this by treating as if the end goal of
the content is to significant content engagement

3. Product Place
Price Promotion
4 Ps

4. Product
You're content is your product. You want your
reader to consume it and become engaged. So
it follows the same structure as normal
products
Core Product:
• The insight or core value that people are coming for
• Main reason why they would read your content.
• Mobile friendly
• Avoid things that detract from that value like over self-
promotion
Expected Product:
• different ways of consuming the same content that's easier
for them
Augumented Product:
• some tangible consumable they can use to take the insight
to the next level

5. Price
Whether you are going to the content. And if you gate, the type of form
My WIP gating/open decision tree.
On gated content, only ask what’s necessary and different types of forms and chatbots
Do not treat as an MQL/SQL/Opportunity/Holy Grail of Leads

6. Place
This is where the content will live
It could be hosted on a content
platform like YouTube or on your own
website.
The decision should be based on
what’s best for the audience and its
impact on business goals

7. Promotion
This is how you are letting people know
where to find your content
1. Determine which medium/s to use
2. Elements within the message i.e. copy, creatives,
etc
3. Make it about why they should care and make it
easy for them to access that piece