Four content marketing basics

So let’s say you’ve got your mind around the fact that in order to compete in the contemporary marketplace, you’ve got to give away some stuff for free. But what stuff? How do you decide? And do you just give it away or do you place restrictions on it? How do you give away stuff and reap the benefits at the same time? It’s not complicated. Here are four things to keep in mind:

1. Brand your free content

Giving away stuff for free is useless if the world can’t tell it came from you. No matter what you give away, make sure it’s marked with your logo, contact information, and personality.

2. Include terms

If you give away valuable stuff without forcing the world to give you credit, you might be wasting your time. Put copyright notices on your free content. Give readers/users the right to share it (and even the right to modify it) but make sure you ask them to credit you as the original author.

3. Repurpose good content

If you try to become an expert at a new topic once a week, you will go insane. Your audience will get confused. And the quality of your work will suffer. So keep it simple by focusing on your area of expertise and repurposing your content: if you wrote a blog one week that received interesting comments, tie it in with other posts on a related topic to create a white paper for your clients. If you record podcasts, try issuing similar content in the form of an e-newsletter — it’s a great way of reaching new people and reinforcing your message. Plus you get to keep your sanity and stick to what you’re good at.

4. "Free" isn't always about money

You can give away knowledge without expecting payment, but that doesn’t mean you can’t ask for something in return. Consider limiting your free content to those who sign up for your newsletter, follow you on Twitter, or become a member of your community. Those who partake will get access to your content, and you’ll get access to them. It’s a win-win. Now you know how to show off your talent while protecting them at the same time. This is a delicate balance to strike, but it is the key to fostering authentic relationships that are yours and yours alone. Your clients or donors will not leave you when they realize you cannot be replaced, so go find your voice and spread your messages... just make sure nobody takes advantage of your content.