A question we get asked many times when we are working with clients is why should they provide their expertise for free on their blogs?
We understand this dilemma very well. It has taken many hours of research and work to get to the level of expertise you have gained, so why should you give it away for free?
It is a question that Heidi Cohen, someone who gives away an enormous amount of her marketing expertise on her blog, has been addressing this week. She answers:
Online you have to build your digital footprint by sharing your content for free. Think of it as feeding the social media beast to generate leads and sales.
Heidi cites two of our favourite social media marketing experts – Darren Rowse of ProBlogger and Brian Clark of Copyblogger (and to that list we would also add Heidi herself) as examples highlighting when it’s good to give your content away for free.
Here are some of the reasons why you should share your content for free on your business blog:
- You become the go-to person for information in your niche
- You will be viewed as a trusted source of information
- In a crowded online market, you will stand out from the competition
- It showcases your product or service
- It provides site engine optimisation
- It drives traffic and sales to your website
- You can attract new clients
- It can lead to publication in traditional media
- It can attract speaking opportunities
How do you feel about giving away free content on your blog? Do you think it is a good marketing strategy?
Do you need help with your content marketing strategy? Then contact us for more information on how we can help you provide quality content on your blog or website.
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Marie Ennis-O’Connor BA, MIAPR, holds an Honours degree in History from University College Dublin. She is a graduate of the Irish Academy of Public Relations and has worked in a variety of PR roles over the past 12 years. Marie is editor of several award-winning blogs ranging from life sciences to health to business. She is a panel member of the newly established Bloggers International and is a regular contributor to Health Works Collective, an online community for thought leaders in international healthcare. She is a featured blogger on Webicina, an online service that provides curated medical social media resources in over 80 medical topics and over 17 languages, and has been awarded a top blogger accolade by Empowered Doctor.com and most inspiring writer by WegoHealth. Marie is also in demand as a trainer in social media marketing and travels the country teaching small business owners how to get online and maximise their online presence.
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