Everybody gets putting free, or “freemium” content on their website, but I have a question; “Is your content truly free?”
I know you don’t get a VISA number to process their order, but if your content hides behind that form that wants Name, Address, Email, Phone, Website, Company Name, Fax… is it really free? No.
You just trade your content for information. They don’t pay, you don’t “give” them their content. Not Free.
Here are the new rules to make free truly free:
Be warned, it feels a bit like a free fall. All your instincts tell you not to do it, but once you step off of the edge, the view is magnificent. The objection is that there is no data to go into your lead nurturing funnel. Nothing could be further from the truth. Do this right and you’ll have true;y golden leads waiting for you on the other side!
Before we start, know that your results may vary. Professional Driver on a closed course, do not try this at home.
Okay? Here we go.
First, your content MUST be top tier. You have to have something so strong people can’t wait to read it. The goal is for it to get passed around, reposted, co-opted, forwarded, read and re-read. This multi-layer exposure that happens far outside your control is EXACTLY what has to happen for this strategy to work.
Second, the content must be available for immediate download at zero cost – meaning not only zero dollar cost, but also zero information cost. That no cost eliminates anxiety and promotes the referrals , blog links, tweets, retweets, forwards, downloads and traffic you are looking for.
Sprinkled throughout, starting on the cover page, but especially at the end of the content, strategically place your calls to action. Create a STUNNING OFFER to make the reader want to go to your website for more. A click thru link that is a strong and clear anchor text call to action should follow that goes to a specific landing page where you now have earned the right to ask for the data.
You will not get as many form submissions this way as you would if you put your paper behind the form. I have to ask though, do you want a high body count of names and emails that won’t respond, or do you want to talk to the handful of people that have a true need for your offering?
Do your due diligence to optimize the page, test and improve, and if you have a little luck to go with your skill, you get a viral campaign that generates leads.
You will get less form submissions this way. The ones you get will be higher quality. You have taken your process from low friction (simple two question form) to lubricated so it slides all over the web.
Another tip, don’t just let it sit there for free. Promote it in social media, email, and anywhere else you can think of as a truly FREE instant download. Get your colleagues to blog about it. You blog about it. Ask for retweets. Encourage downloads – the more the better because the more people will then see your compelling content, your thought leadership, and your expertise.
If you want to know more or see a case study or two, drop me a line. It’s free. Really.
Talk to me…