Every business today needs to think along the lines of creating free content. Content is king. And It always has been. People are clamouring for information that brings value to them and they’re on the search for it on social media, search engines and all over the internet. And as a brand, you should be providing it.
Content marketing is a relatively new thing, and no one can deny it’s effectivity. What does a content marketing strategy look like? It involves giving a steady flow of high quality content in the form of graphics, blogs, videos, ebooks, guides, and so on. All kinds of business can give some form of free content. A restaurant can give free recipes, a pet shop can create pet care guides, and a bookstore can line up a few books summaries
So how does giving something that cost you money to people who will take it without paying anything make you more money? Here are four reasons why giving free content will guarantee better business results for you.
Every time you put out free content is an opportunity to show people how well versed you are in the field you’re in. Often it’s a struggle for people to even notice your work. Putting out your best stuff in the form of a free guide or probably a coupon to a free drink at your coffee shop gives you a touchpoint with your potential customers. And if you’re product or service is of any value, it will capture an audience that will pay the second, third, fourth, nth time around.
People don’t just consume free content. They approve of it (if it’s not cheap and rushed) and even talk about it. We don’t have to argue about how important social engagement is nowadays. People want to get noticed on social platforms. If you want to get noticed, free content is one of the best ways to do that.
Reciprocity is embedded into the human psyche. That’s because our brain thinks by default that we are obligated to give back to those whom we receive favors from. And It almost hurts us on the inside to not give back. Robert Cialdini shares how tips of waiters went up 3 percent after giving a customer a mint. What’s more is that number drastically when up to 14 percent when the waiter gave 2 mints.
If there’s any reaction you want people to have towards your brand, it’s a reaction of trust. Trustworthy brands always equate to profitable ones. When you give content for free and people get a taste of what you can offer even without a cash out on their end at the beginning, they will find it easier to trust you.
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Kiko is the Marketing Manager for Pluggas. He started Marketing early on and has consulted with various businesses in many industries including tourism, technology, banking, consumer goods, BPO and B2B. His skills include graphic design, web strategy, social media and business development.