#44 Content Marketing - Paid & Free:

bywb5yjs

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Updated 9 years ago

Content Marketing - Paid & Free:

What is it & how is it used?

Content Marketing is using your knowledge & expertise (or someone else’s) and building a business around it.

Content Marketing can be used to:

1. Attract Attention and build a Reputation

2. Market a product or service

3. Create a business with Paid Content, (Ebooks, Home Study Courses & Membership Sites).

4. Or a combination of all of the above

REPUTATION:

- You can create a Good Reputation by providing ‘Good Content’.

- People want someone ‘They’ can ‘Trust’ with ‘Answers’ to ‘Their’ ‘Questions’ & ‘Solutions’ for ‘Their’ problems. Good Content SHOWS ‘Them’ that you have what ‘They’ want & need.

- Attracting attention & overcoming objections takes time.

- You can attract attention, demonstrate features & benefits, elicit desire, overcome objections & deliver a Call-To-Action, quickly & without the appearance of ‘Selling’.

Paid Content:

- You can produce a Premium (Paid) version of ‘Good Content’.

- A simple version is an Ebook. They are easy to produce but they have a low price point. Ebooks are a quick way to test the market for interest in your niche. Using Amazon, you can increase your audience awareness & size.

- The next level is a Digital-Course, typically containing audio, transcripts, and worksheets or a workbook. You can use a free program like ‘Audacity’ to re-create & expand the content into an audio format as a ‘Course’. The results are: higher price, more respect & better reputation.

- The top level is a ‘Membership Site’ (Interactive Learning Environment – ILE ); very powerful & effective.

‘They’ will pay - because of:

Convenience – ‘They’ will pay for the aggregated data even though it’s available for free, scattered though-out the Internet.

Efficiency – ‘They’ will pay for a solution in a format that will save ‘Them’ time.

Organization – ‘They’ will pay to have the information in an organized format.

Certainty – ‘They’ will pay to be certain that information will be delivered. ‘They’ don’t want to hunt & hope.

Authority – Authorship provides authority & certainty.

Quality – ‘They’ will pay for a good learning experience.

Presentation - Engaging Content increases the preceived value.

Format – ‘They’ will pay for well-formatted content, as opposed to purely textual information.

Lack of Advertising – ‘They’ will gladly pay for ad-free information.

What do ‘They’ really want?

‘They don’t want to buy your Product / Service. ‘They’ want the ‘Results’ that your Product / Service provides.

It’s like the old saying: “People don’t want to buy a drill. They want the holes the drill can make.”

‘They’ want the ability to reach ‘Their’ Goals & Desires, made possible by you Offerings. Cause ‘Them’ to envision the ‘Results’ made possible by your Offerings.

‘They’ want what makes ‘Their’ lives better; the ‘Results’.

‘They’ will happily pay for the Benefits & ‘Results’ of Knowledge.

- ‘They’ trust & value Paid Information more than Free Info.

- Aggregated, Organized & Valuable Information is what ‘They’ will buy, even if it is available from multiple free sources.

- Information from free sources comes with bias, lack of trust, lower perceived value, time consumption and other irritations.

- Selling information is a good lead generation technique & reputation builder.

- ‘They’ expect to pay for expertise & a source of ‘Results’.

- ‘They’ would prefer to ‘Belong’ to your Membership Site for the ‘Results’ and advantages.

- When ‘They’ see you as an authority and purchase from you, ‘They’ become committed to you and want to act in a consistent manner for future purchases.

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