4. Use Your Free Content to Build the Value of Your Business What are some other ways you can get the most out of the content you give away? One way to convince newcomers of your content’s quality is by using numbers. Advertising that “o or that John asks a question that your prospects might also ask themselves: “How good can something that’s free Originally published May 17, 2011 9:00:00 AM, updated March 21 2013 According to John, the five problems with free content are: intelligence is a great way to signal your content’s quality using As inbound marketers, it is important to be aware of the potential pitfalls of giving away free content and the strategies we can use to effectively leverage it. 1. Create Accountability Eroded Value 2. Build a Reputation for Quality If you provide lots of quality content over time and give it away for free, the value of your business’s really interesting article 5. Be Unique in Your Community ver 20,000 people have signed up for this webinar” Lowered Expectations John claims that free content is more likely to attract casual sign-ups from people who never end up actually attending your webinar or viewing your content. As a marketer, create incentives for your leads to stick around. You could advertise that you’ll be sharing a coupon code at the end of the webinar or offering a sneak preview of a new feature. Having a teaser – and advertising it – is a great way to ensure your leads view your piece of content and become more qualified. John Jantsch of Duct Tape Marketing wrote an . This is similar to the last point. Make sure your content is high-quality and not “slapped together” to meet a deadline. If your leads feel energized, enlightened, or enchanted by your content, they’ll be far more likely to become evangelists for your company – and we all know that nothing beats word-of-mouth recommendations. “817,000 marketers are receiving our content” be?” It is important to make sure that you’re not just making content for content’s sake – your prospects want to know,“What’s in it for me if I sign up for this?” last Friday, bemoaning the over-use of free content as the central tool of inbound marketing. In the article, he lists five reasons why “free is hurting us all” as both content makers and content consumers. The article caught my attention – not necessarily because it’s wrong – but because it raises some worthwhile critiques that all inbound marketers should be aware of to ensure we get the most from our content. Just because there are a growing number of marketers leveraging the power of free content, doesn’t mean your content will get drowned out in the noise. Create an edge that makes your content – and your business – seem unique and special. Blocked Revenue will grow. At HubSpot, we’ve had employees get offered paid speaking engagements because of the expertise they’ve exhibited and thought leadership they’ve established by giving away free content on our blog. 3. Raise Expectations Community Buster No accountability Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Fee Fighters Giving away free content sacrifices short-term profit for long-term brand awareness and thought leadership, and that can turn into cash down the line. is another great example of a company that is positioning themselves well in their industry by differentiating their content and their company. Find a good story that fits your business, and use that to create a unique position that keeps you relevant. social proof At HubSpot, we used the “Good vs. Evil” struggle between inbound and outbound marketing, and positioned ourselves as the good guys.