Just came across Seth Godin's free ebook - available as PDF format on his blog looking forward to reading it.
Furthermore, it's interesting because I was listening to the 10 Golden Rules of Internet Marketing Podcast where David Meerman Scott author of The New Rules of Marketing and PR, was discussing the very idea of free publishing.
He discusses how the best form of self marketing is publishing valuable content for free.
Two interesting points stand out for me in his discussion:
1. Ensure that you content has "conflict".
Akin to the art of story telling, your content needs to engage in a similar way. He describes how brands fall down in this way where they tell as story of "boy meets girl, falls in loves and gets married" while a more interesting story is "boy meets girl, boy looses girl, boy gets girl back and then they get married."
2. Don't have a gate to you content.
Citing personal experience and free metrics from mailermaailer.com if you ask for an email address before people can download your ebook or white paper...you might get 1k downloads in a year. However if you allow people to go ahead and download without any barrier you could get 20k to 50k downloads in return.
Interesting stuff, particularly when we transfer these learnings to brands...
No comments:
Post a Comment