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

1. WHY PUBLISHING
IS THE FIFTH "P"
OF MARKETING
This presentation is based on an
article on my blog.

2. The Four P’s of Marketing
• Product
• Pricing
• Placement
• Promotion

3. The Four P’s of Marketing…
• Product
• Pricing
• Placement
• Promotion
…need one more ”P”
• Publishing

4. Promotion has always
been centered around
great content that
people valued and
wanted to see.
the 1960’s

5. 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!!

6. Now things have changed…

7. the 2010’s
$
The costs to CREATE
+ DISTRIBUTE content
have plummeted.

8. the 2010’s
The web is the most
powerful publishing
platform in history…

9. the 2010’s
…Now all brands need
to do is leverage it to
spread their message
via great content.

10. But we can’t
afford a content
strategy–
Can’t afford it!?
We can’t afford
NOT to!

11. Nobody’s listening to
ads anymore!

12. THERE’S TOO MUCH
NOISE!

13. A purely promotional
strategy is no longer viable.

14. Just look at what
happened to JCPenney…

15. Content might cost
more upfront…

16. …but the accumulated
benefits pay off.

17. BENEFITS OF CONTENT:
Expands your reach
Provides lasting value
Leverages resources
+scales well

18. and perhaps most
importantly…

19. Your audience will like
you more each time
you provide value…

20. …instead of getting
frustrated with you
every time you get in
between them and
something they want.

21. One last thing…

22. You don’t need to
become a PUBLISHER…

23. … to start incorporating publishing
into your marketing efforts
• Product
• Pricing
• Placement
• Promotion
• Publishing

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THANKS FOR READING!
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