Each week, Jason Barnard shares five key lessons on his blog with a focus on content production. This article is an in-depth look at the Five P‘s of Ongoing Content: Purpose, Processes, People, Platform/Product and Pace.
Transcript has been changed.
Hello, my name is Jason Barnard. Welcome to SEMrush’s Weekly Wisdom. Today, I’m going to discuss the five Ps for developing an audience as part of your continuous content strategy. Most importantly, a qualified audience. What do the five Ps stand for? Platform, public, personality, promotion, and endurance are all important factors to consider.
1. Choose a platform that is right for you and your audience.
Let us begin with the platform. What exactly do I mean by a platform? You must select a platform or format that is appropriate for both you and your users. It may be a video, a webinar, a podcast series, a blog, a newsfeed, or even a picture gallery if you’re a photographer.
What matters is that it appeals to your target audience, that you are comfortable with it, and that it is relevant to your industry. You’ll also need to choose a broadcasting platform. YouTube, your website, a blogging platform like Blogger or Medium, or a podcasting service like Blubrry are all possibilities.
The format you chose and the platform from which you broadcast go hand in hand. Make certain that you feel at ease with both. Make sure you can maintain high-quality material and that your audience can readily access it.
2. Is it Public and Does it Match Your Product?
The public comes next. You must ensure that the audience is appropriate for your product and that there is a “public” on the platform you have selected to consume the media you are generating. That may seem to be self-evident, but it isn’t. Because, when it comes to finding qualified, relevant individuals who are truly interested in the items or services you’re marketing, it’s not as simple as it may seem.
However, be certain that the audience is relevant and quantifiable.
3. Personality – Depending on the audience
Then you’ll need a persona. I don’t mean in-your-face jokes or a TV personality with huge balloons shooting off when I say personality.
I’m referring to a character that is appropriate for the audience you’ve selected — the public that is appropriate for your product or service. So, if it’s an instructional website, you’ll need to have a teacher-like demeanor. If it’s for a sports website or product, you’ll need someone who is lively, who appears like they participate in sports, and who doesn’t eat McDonald’s and drink Coca-Cola in front of the camera.
If it’s a medical facility, you’ll need someone to reassure visitors. If the website is for gamers, you’ll need someone who looks the part. You don’t need a 50-year-old guy like myself. You want a young individual playing these activities who is aware of the situation and fully comprehends what they are discussing. Then you must make certain that this is appropriate for your target audience.
You must strike a balance between the audience’s expectations, requirements, likes, and preferences, as well as the person or personality you are portraying.
Brand Personality Is Necessary
When I say “personality,” I’m not referring to a single individual. You’ll have a problem if that one employee departs your firm. So if you have three or four individuals sharing the responsibility of developing this material and projecting their personalities onto your product or service and pushing that across to the consumers, there will not be a large gap in your content if someone quits the firm.
So, let’s pretend you have your own product, service, and you can handle everything yourself – the personality is you. But if it isn’t, it’s best to take a chance. Make sure you have a diverse group of individuals, or a diverse personality group, so you can replace them if necessary.
4. Online and Offline Promotion
The next step is promotion, which is often overlooked. Many businesses and brands generate content and then fail to market it appropriately, which is unfortunate. Make certain that you adequately advertise it and that you use the appropriate channel for doing so.
Influencer marketing, email, or a site like Pinterest for photographs if you’re a photographer, for example, are all possibilities. Compared to other social networking networks, LinkedIn is geared more toward business. Twitter is geared for rapid conversations. Facebook has become more user-friendly. You may want to consider advertising as a strategy to grow your audience and get your content in front of individuals who are interested.
Meetup is the letter M. Perhaps you’d want to go offline, and I believe being offline is vastly undervalued. You can communicate to people and form actual connections while you’re offline. And it’s a terrific approach to not just establish an audience, but an audience that will back you up and magnify your message.
Because a human connection formed via email, Twitter, LinkedIn, or any other social platform is far stronger than an online one formed through email, Twitter, LinkedIn, or any other social platform. Today, I am a huge supporter of offline marketing and promotion.
5. Perseverance — Consistent and Slow
That’s the main one, and it’s something that most companies overlook. You’ve got a content channel, you’ve got stuff to develop, and you’ve got to stick with it. It may take a year, two years, or longer, but you will gradually grow your following. It will not be a strong audience that trusts you if you establish it too rapidly.
You want an audience that believes in you and trusts you; a genuine, qualified, and relevant audience. And persistence is required for this. You must be there week in and week out for a long length of time to establish your value and gain the confidence of those you serve. After that, you might begin to say, “I can now market to them. Now I can pitch my goods and services to them and expect them to purchase them since I have provided them with such tremendous value and they trust me. They have faith in me and will purchase from me.”
You now have a good understanding of the five P’s.
So there you have it: the five Ps of content marketing: platform, public persona, promotion, and persistence. What effect do they have on your marketing campaigns? Is there anything more you think I should include that I didn’t mention? Let us know what you think in the comments.
Thank you so much for tuning in, and we’ll see you next week on Weekly Wisdom.