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Weekly Wisdom with Jason Barnard: The Five P's of Ongoing Content

Weekly Wisdom with Jason Barnard: The Five P's of Ongoing Content

Jason Barnard

Modified Transcript

Hi, I am Jason Barnard. Welcome to Weekly Wisdom on SEMrush. Today I am going to talk to you about the five Ps for your ongoing content strategy, to build an audience. Importantly, a pertinent qualified audience. What are the five Ps? Platform, public, personality, promotion, and perseverance.

1. Platform — One That Suits You and Your Audience

Let's start with platform. What do I mean about a platform? You need to make sure that you choose a platform, or a format that suits you, and your users. It could be video, it could be a webinar, it could be a podcast series, or it could be a blog, it could be a newsfeed, or maybe even a gallery if you are a photographer.

What is important is that it appeals to your audience and that you are comfortable with it, and it applies to your business. You also need to find a platform on which to broadcast. That could be YouTube, it could be your website, it could be a blogging platform such as Blogger or Medium, or a podcasting website such as Blubrry.

The two go together — the format you choose and the platform you broadcast from. Make sure that you are comfortable with both. Make sure that you can maintain quality content, and make sure your audience can access them easily.

2. Public — Does it Correspond with Your Product? 

Next is the public. You need to make sure that the public corresponds to your product, and that there is a "public" on the platform that you have chosen, who will want to consume the media that you are producing. That might sound very obvious, but it isn't. Because if we come back to that idea of qualified, pertinent people, who are genuinely interested in the products or the services you are selling; that isn't quite so easy as it might look.

But make sure that that audience is pertinent and quantified. 

3. Personality — Varies by Audience

Next, you need a personality. When I say personality, I don't mean jokes in your face or a TV personality with big balloons flying off. 

I mean a personality that corresponds to the audience that you have chosen — the public that corresponds to your product or your service. So if it is an educational website, you need to have a personality that is teacher-like. If it is a sports website or a sports products, you need somebody who is dynamic, who looks like they do sport and doesn't eat McDonald's and drink Coca Cola in front of the camera.

If it is a medical site, you need somebody reassuring. If it is gamers website, you need somebody who looks the part. You don't want a 50-year-old man such as myself. You want a young person playing these games, who knows about it and truly understands what it is they are talking about. And then you need to make sure that that corresponds to your audience.

You need to make that match between the audience, their expectations, their needs, their likes, their preferences, and the person or the personality you are getting across.

ANeeded Brand Personality

When I talk about personality, I don't necessarily mean just one person. If that one person leaves your company, you have a problem. So if you have three or four people sharing the burden of creating this content, and using their personality to project onto your product or your service and push that over to the users, then if somebody leaves the company, there will not be a big gap in your content.

So look let us say it is your own product, your own service, and perhaps you can do the whole thing yourself - the personality is you. But if it is not, hedge your bets. Make sure that you have got a variety of people, or a variety of personalities so you can replace them if needs be. 

4. Promotion — Online and Offline 

Weekly Wisdom with Jason Barnard: The Five P's of Ongoing Content. Image 0

Next is promotion; very underestimated. A lot of companies, a lot of brands create content and then do not promote it properly, which is a real pity. Make sure that you promote it properly and that you choose the correct channel for promotion.

It can be influencer marketing, it could be email, or it could be a platform such as Pinterest for images if you are a photographer, for example. Other social media platforms, LinkedIn is much more towards the business side. Twitter is more towards quick exchanges. Facebook is more friendly. You might want to use advertising; that is a perfectly legitimate way to build your audience, get your content out there to people who are interested.

That M is meetup. Maybe you want to go offline, and I think offline is very much underestimated. If you are offline, you can talk to people; you can build real relationships. And that is a great way to build up an audience, but also an audience who will then vouch for you, and amplify your signal.

Because that personal relationship when you have actually met somebody, is much stronger than an online relationship that you might have built up through email, or through Twitter, or through LinkedIn, or whatever social platform it might be. I am a big fan today of offline marketing, offline promotion.

5. Perseverance — Slow and Steady

That is the big one, and it is what most brands forget. You have a content channel, you create content, and you need perseverance. It might take a year, it might take two years, but you are going to build your audience slowly. If you build it too quickly, it is not going to be a solid audience that trusts you.

You want an audience that trusts you, that believes in you; a true, real qualified, pertinent audience. And for that you need perseverance. You need to be there week in, week out, for a long period of time to prove your worth, so that those people then trust you. Then you can start to say, "Now I can sell to them. Now I can present my products and services, and expect them to buy it because I have brought them this great value and they believe in me. They trust in me, and will buy from me."

Now You Know the 5 P's

So, the five Ps of content marketing, platform, public personality, promotion, perseverance. How do these impact your marketing campaigns? Is there an element you recommend that I didn't mention? Share your thoughts in the comments. 

Thanks a lot for listening, and we will see you next time on Weekly Wisdom.

Jason Barnard
columnist

SEMrush columnists are authors who had proved their expertise in digital marketing and contribute regularly to our community.

Jason has over 2 decades of experience in digital marketing, he started promoting his first website in the year Google was incorporated and built it up to become one of the top 10,000 most visited sites in the world (60 million visits in 2007).
Today he is a fulltime 100% digital nomad, host and speaker at conferences around the world, whilst interviewing industry experts for his #SEOisAEO podcast (the most fun you'll ever have learning about digital from the experts). Listen here - https://kalicube.pro
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Comments

2000
Newcomer

Either just recently joined or is too shy to say something.

Very interesting,good job and thanks for sharing such a good blog.your article is so convincing that I never stop myself to say something about it.You’re doing a great job.Keep it up
Shaik Ahmed Kabir
Enthusiast

Occasionally takes part in conversations.

Well Jason I accept your answer as many companies write content very well and don't promote and shame on themselves.
What may be the reason behind it.
This is the main purpose full juncture which many lack behind can you show case this as a documentary in the next video and promoting further.
Shaik Ahmed Kabir
Enthusiast

Occasionally takes part in conversations.

Great Zeal of Answer !
Keep it up Jason Barnard...
Jason Barnard
columnist

SEMrush columnists are authors who had proved their expertise in digital marketing and contribute regularly to our community.

columnist
Shaik Ahmed Kabir
Will do !
Editors' Pick
Nikola Roza
Expert

Provides valuable insights and adds depth to the conversation.

Editors' Pick
Hi Jason,
I'd say great video but since I read the transcript- great post!

You say that many brands and companies create content and then don't promote it well and that it's a shame.
I have to disagree.
I think that it's great.

Because it gives room for growth to those who're willing to invest their time and energy into content promotion; and who don't have resources to put into promotion.
I shudder to think what would happen to my small business if everybody started promoting content with true skills, zeal and plan.
When nearly everyone I'm competing against has a much bigger budget and often the whole team to work on it.

I'd be doomed.
But like this, in the ear of poor promotion, I can compete backed by creativity, persistence and quite a bit of luck.
I hope you understood my convoluted comment,
cheers!
Jason Barnard
columnist

SEMrush columnists are authors who had proved their expertise in digital marketing and contribute regularly to our community.

columnist
Nikola Roza
Hi Nikola
I did understand what you mean !
I love the approach - yes, if others don't bother promoting, it gives you a chance. I hadn't thought of it that way " I can compete backed by creativity, persistence and quite a bit of luck"
Groovy

Jason
Shaik Ahmed Kabir
Enthusiast

Occasionally takes part in conversations.

Nikola Roza
Hi. I greatly appreciate your zeal to answer my Question.
Secondary I would like to know the resources to invest in the advent of Online Presence and gain momentum and work Consistently.
Suppose I can afford only my time and Energy then the other resources like investment and income generation.
What's the idea to step into Online Presence.
Awaiting your reply.
Shaik Ahmed Kabir
Shaik Ahmed Kabir
Enthusiast

Occasionally takes part in conversations.

Dear Jason Barnard
How long will it take an amateur to gat access through all these 5 P's of your column.
What loop holes come across and what amounts the whole Game of 5 P's.
Please provide me thorough film completely.
s.shaikahmed@yahoo.in
Shaik Ahmed Kabir
Paul Lovell
Master

A veteran community member.

Thanks Jason this is great, I am doing more and more work with the content side of things, so this is saved as a reference
Jason Barnard
columnist

SEMrush columnists are authors who had proved their expertise in digital marketing and contribute regularly to our community.

columnist
Paul Lovell
Hi Paul

Thank you for the encouragement !
I was never big into content creation - doing the webinars and podcasts and then seeing how keen Gary Illyes is about images and video,
Plus learning how those rich elements get their place in the SERPs
https://www.searchenginejournal.com/how-google-search-ranking-works/307591/
and Anton's podcast episode
https://kalicube.pro/podcast-series/semrush-live/antonshulke

have changed that for me completely :)
Astha Upadhyay
Expert

Provides valuable insights and adds depth to the conversation.

An enlightening article. Content strategy is one that can make or break digital marketing campaigns and this article helps a lot in making digital marketing a success. Indeed, the 5 Ps summaries all the essential points in a content marketing strategy. I look forward to applying the same

Thank you Jason f
Saboor Ahmad
Enthusiast

Occasionally takes part in conversations.

Being a digital marketing expert that kind of blogs encourage me to get more success in the future many thanks for you for useful information. Jason Barnard keeps going with this pace and share more with us.
Jason Barnard
columnist

SEMrush columnists are authors who had proved their expertise in digital marketing and contribute regularly to our community.

columnist
Saboor Ahmad
Great stuff, Saboor
Happy you enjoyed it :)
Nikola Minkov
Enthusiast

Occasionally takes part in conversations.

Really useful and summarize all the important digital marketing points, that we have to care about.

Thank you, Jason and SemRush!!!
Jason Barnard
columnist

SEMrush columnists are authors who had proved their expertise in digital marketing and contribute regularly to our community.

columnist
Nikola Minkov
Thanks Nikola
Glad you enjoyed it :=)

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