In traditional marketing, the four Ps were first developed by a Notre Dame marketing professor, Jerome McCarthy. They refer to
Product
Price
Place
Promotion
The 1960s were the time when the phrase Marketing Mix came into use by Philip Kotler, the “Father of Marketing,” Philip Kotler, and he identified”the Marketing Mix (and four Ps) as four fundamental factors that can help a business establish a unique selling point and an image of the brand.
Fast forward to 2020, and creating the content marketing plan using the four Ps remains essential, but the terms associated with the four Ps have changed. Content marketing, if compared to conventional marketing, is radically different. A global marketing expert working for Intel has redefined the four Ps in the worldwide context of content marketing.
4 Ps of Content Marketing
According to Pam Didner, Author of Global Content Marketing
Plan – Strategy before execution
Produce the content that counts
Promote – Distribute content
The perfect way to measure carefully, optimize, and apply the most impact
If your company is contemplating moving to inbound marketing, Should your business focus on the 4 Ps of modern-day marketing through content?
This is definitely yes, and most companies within your industry are involved. According to a B2B Content Marketing study, 72 percent of marketers stated that a successful content strategy was a significant factor in their recent achievement. In HubSpot’s State of Marketing report, they discovered it was 70 percent percent of all marketers engaged in creating the right content marketing strategy with an organized system.
If you’ve been involved in a content marketing program or you’re brand new to the idea, there are two issues:
Content marketing is costly
The success of content marketing is hard to quantify
Despite these challenges, companies invest a substantial part of their marketing budgets in making privately owned media (content marketing). You can create an effective content marketing strategy by adhering to the 4 Ps.
Plan Content
Creating a content marketing strategy is more complicated than just an agenda for content and a handful of keywords. The first step is to determine your audience and, at the same time, select the content’s purpose. Once you’ve chosen your target audience and the reason for your content, you can begin to sketch out the strategy for content.
There are a variety of tools to aid you in creating a winning content plan with a solid base. Here are some of our favorite tools:
SEMrush Content Marketing Platform
BuzzSumo
AnswerThePublic
CoSchedule Headline Analyzer
If your company is flush with content, start planning with an audit of content. Start by evaluating the effectiveness of your content. You can utilize the listing of marketing metrics and a thorough content audit if you’re using content to enhance SEO efforts.
Then, you must develop strategies for each step you must go through in the sales funnel. Here are some helpful suggestions to begin
Content for the Sales Funnel
Content for the Buyer’s Journey
Content Marketing Funnel
Produce Content
Although making content may sound easy, anyone who’s been through it will know it’s far from as simple as typing, editing, and publishing. The more extensive the brand, the more approvals will be needed from the primary users. Content that doesn’t conform to brand standards can destroy your content strategy making it more difficult to gain “buy-in” from other team members.
Before setting up an editorial calendar, ensure everyone on the team that creates content can collaborate and communicate. You can use something similar to Trello or a program that manages content calendars, which includes editors, copywriters, the branding team, and even the web designer/developer who requires access to the production process. Create a strategy to prevent delays. If your copywriter freelance disappears, who will take over? MIA, and you need to replace them; who will replace them without causing a considerable interruption? Can you employ an internal graphic designer for your images, or do you need to outsource the job? Once a team for content production is established, it should function like a well-oiled machine. If it isn’t, you need to revise the procedure or use an application that can assist you in keeping your content well-organized.
At Knowmad, We’re using a mix that includes clickUp, ContentSnare, Basecamp, and Google Sheets.
Publish Content
If you’re creating content for your personal website properties, you must ensure that you follow your calendar commitments. If your branding team has to approve the content, make sure you have an agreement to ensure that your team can publish the content on time but not make it available for promotion until branding has endorsed the content. (Tip team members who aren’t quick to respond speedily after something is published).
Publishing on third-party websites isn’t a prevalent method of content marketing. However, it’s an essential part of your plan. Not only will your customers be impressed by your presence, but websites with high value that link to your website offer their SEO worth. Make sure you conduct an audit of your website’s quality before publishing on a third-party website. Publishing on low-value websites could harm your brand more than it helps it.
Make sure to post with a call-to-action (CTA). The CTA could be a call to read more about the topic, join an email newsletter or blog alerts, download a document, or post the information via social media. Making CTA’s a key element in the fourth P perfect.