I can’t say this enough – and if you’ve been following me for a while, you must have heard me say it before – Content is King!
You should consistently offer your audience both free and paid content that’s relevant and valuable to them because it helps them solve a problem or achieve a goal that they have.
So, I sincerely hope that I’ve made that part VERY clear – you need to provide content!
But how do you decide what part of your content to give away for free and what part to charge for? And if you give away so much for free, will there be enough left to charge for AND – more importantly – will your audience be willing to pay for it?
I know for a fact that this is an issue a lot of entrepreneurs struggle with when marketing their business online, but before I go into that, let me first start by explaining WHY you should be giving away free content in the first place…
- increase your brand visibility; by having a source of content that regularly changes, you have a reason to send your audience back to your website over and over again. Plus, people love to share stuff that’s free with their friends on social media, so you’ll get even more free traffic.
- give your audience risk-free taste of what you have to offer; allowing them to get to know, like and trust you which opens the door to new, valuable and long-lasting relationships.
- establish your expert position; if given the choice, people prefer to work with an expert over a generalist. By offering valuable content that’s accessible to everyone, you don’t have to shout from the roofs that you’re an expert; your content will do the job.
- grow a responsive email list; free content – and especially the type that you offer in exchange for your reader’s email address – will allow you to attract a consistent stream of new leads into your business that you can convert into long-term customers.
Your free content’s job is to help your audience take the first step in solving their problem or achieving their goal, to help them get results quickly, so you can then offer to help them even further with your paid services.
If you manage to wow them with your free content and convince them that you can help them get where they want to go, working with you will be a no-brainer and they’ll be banging on your door to buy your paid products or services.
And that’s exactly the reason why you shouldn’t worry about giving away too much of your content. The biggest fear that I hear from my clients is not having enough content to sell if they give away too much for free.
But let me ask you something…
How much content can you really give away in a one-page resource guide, a ten-page pdf, a five-minute video or even a one-hour webinar? I sincerely hope that your knowledge and the content you have to offer is way more than what you can share in your free content. So, there’s absolutely no need to worry.
Another reason why you shouldn’t worry, is that often there’s not even close to enough time to cover all the aspects of your content – the why, the what and the how – in your free content. So, you’re probably going to focus on the why and the what in your free content – to help your audience establish a new mindset and show them the steps to take – and save the biggest part of your ‘how’ for your paid content.
In addition, your paid content will usually offer other things that your free content doesn’t and that’s worth something to your audience. First of all, it will likely be more in-depth, showing them what to do and how to do it step-by-step, there will usually be more hand-holding and personal access to you versus just getting the content without additional support in your free content.
Additions like this will offer a higher level of quality, experience, content, service and access to you, making enough of a difference in added value for your audience to be willing to pay you for it.
And probably the most important reason why your ideal customers will still be willing to pay for your products or services, is that most people won’t do a single thing with the content they get for free. Not because they don’t want to, but life just gets in the way most of the time.
If they paid for it, however, they’ll be far more likely to actually consume it because there’s a higher perceived value for something they had to pull their credit card for.
If you want to learn how providing free content can help you grow your business, then download my Free Report: How To Quickly Build A Quality Email List (and get your first 1,000 email subscribers)