5 P Approach to epic content marketingspeak101.com

1. 5 P Approach to Effective Content
By: www.marketingspeak101.com

2. Following is a very complete definition of content marketing by Forbes:
Content marketing is a marketing technique of creating and distributing valuable,
relevant and consistent content to attract and acquire a clearly defined audience –
with the objective of driving profitable customer action.
To break it further, I will harp on 3 adjectives – Valuable , Relevant & Consistent
While the word “content” for the rest of the presentation will assume all forms of
content including print, audio & video.
Source: https://www.forbes.com/sites/joshsteimle/2014/09/19/what-is-content-
marketing/#722e812b10b9

3. 1.Premise
2.Promise
3. Picture
4.Proof
5. Push

4. Premise is like the pivot which is at the center of your content supporting it all the while. This
analogy will help you understand the criticality of this “P” that needs meticulous planning and
execution.
What you base the story of your brand/product/company will determine the action you expect from
the customers. Whether to emotionally engage them, or to ask a stirring question or simply meet
their basic needs…It is all a part of the premise.
A winning premise is the first step to getting your content marketing right. Coca Cola, Apple, Nike
are a few examples of companies with epic content, be it their tag line, print ads or TV
commercials.
Read more: http://marketingspeak101.com/2018/03/06/5-p-approach-to-content-marketing

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Relevant
Consistent

6. A valuable, relevant & consistent premise results in CONVICTION
Conviction to make a bold promise that your customers can never doubt!
Your brand will have features, its advantages,
Benefits, etc. But figure out that one top of the
Pyramid proposition that will be your promise
To the customers.
And needless to say, the promise must be
Delivered.

7. If someone told me that a bottled fizzy drink is
the key to happiness, I will definitely question
their sanity. But not when Coca Cola makes
you believe this with their supreme story
telling
This P is your white board to tell the most real,
authentic and believing story of your brand.
The story should capture the premise and
highlight the promise.
Great headlines, fascinating pictures, gripping
soundtracks, moving captions are all tricks of
this game

8. You’ve communicated the foundational information you want readers to accept in an
emotional and promising manner. Now you’ve got to back it up with supporting
proof.
Statistics, studies, graphs, charts, third-party facts, testimonials, a demonstration
that the features of your product deliver the benefits you’ve promised—these are all
part of the Proof section of your piece.
Now’s the time to play it straight and appeal to the reader’s logical mind to support
the emotional triggers you pulled with the promise and picture.

10. This is the final act of content marketing which is also called the “Call to Action”
After you have told your incredible story incorporating all the Ps, the final step if to
let them know what to do next. While it might appear quite obvious that you want
them to buy your brand, the current channels of marketing give you a plethora of
action points like follow, like, join the community, write testimonials and share your
story.
The push phase is more than just a call to action.
It’s about communicating an outstanding offer in a clear, credible, and compelling
fashion, and then asking for action. It’s the grand finale where the premise and the
purchase make as much sense to the reader as they do to you.

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