After having the 4 P's of traditional marketing drilled into me last semester in MKTG 101, it's cool to see that Steve Rubel has come up with the 4 P's of blog marketing.
Let's take a look:
Passionate - Write about issues that are near and dear to your heart
Purposeful - Make sure you keep the end in mind; why are you blogging?
Present - Keep an eye on what's topical today
Positional - Take a stand on an issue and follow it
Mike Sansone also adds
Participate - Share what you learn with others
How do they stack up within the traditional 4 P framework?
At first, it seems that the blog itself is the product and all five of the new P's fall under product. I think we can bend things around and fit multiple things into the old model.
Product - By being passionate, you give people a reason to visit your blog. Your products are your thoughts and you put out no better products than the thoughts you have about the things you derive passion from.
Why should people care about you? Undirected passion can create a mishmash of topics that in your mind may be interrelated, but to others may be completely random. Make sure your posts are purposeful. By giving yourself a reason for writing, you give others a reason for reading.
How do you differentiate yourself amongst other bloggers who share your passion? Be positional; offer to the world what no one else can: your opinion. "Blog like no one is reading." Don't be afraid to be in the minority. Others may present more compelling arguments but that doesn't take value away from yours. The only truly wrong opinion is the one not shared.
Price - In the blogosphere, the price one charges for their products (posts) is time (and to an extent, links, though those are unlimited and so slightly more irrelevant). What is going to make people check your blog today? The fact that if they read today's post tomorrow, they won't know when they'll read tomorrow's post. Create urgency by staying relevant.
Be present. This doesn't mean blog every day about every topic under the sun, but if you have something to say about a two week old news item, make sure it brings something revolutionary to the discussion or accept the fact that you should have written about it two weeks ago.
Place (Distribution) and Promotion - I've combined these two because blogs are an experiential good, and the act of distribution also serves promotional purposes as well.
This is where the 5th P comes into play. The only way to get people to notice you is to participate. Do this indirectly by getting the search engines to track you. Include Technorati tags in your posts. Get indexed by Google. Make the rest of the world be able to find you.
Speak with those who are relevant to your discussion. Comment on their blogs. Link to their posts. Do what it takes to prove to those who have made it that you also matter.
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