LinkedIn Twitter
Serial Entrepreneur, 5 startups, Product Guy, and Inveterate Blogger!

2 responses to “Pitfalls of Free Content and Inbound Marketing”

  1. Nancy Scott

    Good morning, Bob. I related to the points you were making, to wit:
    a) I, too, have been seriously annoyed by HubSpot’s practice of making me REregister for every single thing I download. Why, I’ve asked myself. Why? Like you, I decided they wanted to know just how badly I craved their free offer. While I may continue to like their offer, I am getting to not like THEM. This is reaching the point of changed behavior (soon).
    b) I really love your point that “When you’re engaged in marketing, you’re not yet at the point where you’re *entitled* to demand a price.” Lest we forget, free content giveaway *is* marketing. We do it to sell something and we shouldn’t be upset when people don’t buy. We can change our marketing tactics, but let’s leave the emotion out of it.
    c) Good content *stems from* good curation — which means we’ve applied whatever brain power we have to the selection and presentation of our content, be it aggregated or newly penned. Interesting, the Seth Godin blog merely comes up with ideas and opinions every day. It rarely features “information.” Seth’s presumed expertise and reputation makes the blog work. In other words, he’s the curator, so we care. Period.
    d) You’ve given voice to something I’ve been struggling with for some months. What the heck am I doing in this crowded “marketing” space? Should I persist with this, even though it’s what I may know best? I either/or need to niche-fy this — and FAST — or acknowledge that what *I,* too, am doing is content marketing. Content is my stock in trade so in giving that away (my curation, my brain, my insights), I demonstrate what I’m trying to sell. In a sense, my blog, my tweets, and my comments are an infomerical. 🙂
    Thanks again for a great post, Bob. So well thought-out!

  2. Bob Warfield

    Nancy, thank you so much for your well thought-out reply.

    I’ve always been sensitive to the value of niches. Many think of them as small backwater places, but for me they’re just underserved markets. A niche might be huge, at least in terms of opportunity, relative to what is perceived as the mainstream. The trouble with the mainstream is not only does it get boring when everyone is endlessly saying the same things to compete for attention, but it also has to cater to the lowest common denominator.

    Contrast that with a niche that’s starved for attention. Your same content, spun to that niche’s needs, could make you an overnight superstar there.

    Or, as I said in another post, efficient marketing means doing something different.