Free is an excellent tactic for getting initial attention.
What many marketers fail to incorporate into their overall strategy is that once free is used as a tactic, it has to be repeatedly used in fresh ways while still marketing something of greater value for a price.
When it comes to content people will expect it to be free unless it meets one of these three criteria.
- It’s so special that they can’t get it anywhere else
- That it makes their bond to others like them stronger (connects to their tribe)
- They benefit by being the first to have it
Great content marketing is a weave between free and each of these three pieces of criteria.
Stay Positive & Free For Now…
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Garth Beyer is a Certified Cicerone®, Senior Content Specialist at Encompass Technologies, owner of Garth's Brew Bar and a Madison-based freelance writer.
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