Gini Dietrich

Giving Free Content to Generate Business

By: Gini Dietrich | September 22, 2011 | 
44

It’s Facebook question of the week time (clap, clap, clap)!

The question, this week, comes from Rachael Seda.

She asks, “Do you think selling through free content is the new way of the world or will it change in the future?”

It’s a pretty interesting question and I hope I answered it correctly. I did not answer if content will always be free, but whether or not it’s the way to generate leads and new business.

You can watch the video below (or click here) and see if you agree…or not.

Tell Rachael what you think in the comments below.

Also tell me what you think about the last part of the video and highlighting the Facebook questioner even more.

And don’t forget…head over to Facebook and ask a question on our wall there if you’d like to be highlighted in a coming week.

Thanks, Rach, for the question this week!

About Gini Dietrich


Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks,Β co-author of Marketing in the Round, and co-host of Inside PR. She alsoΒ is the lead blogger atΒ Spin Sucks and is the founder of Spin Sucks Pro.

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44 Comments on "Giving Free Content to Generate Business"

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KenMueller
4 years 8 months ago

I’m ok with honoring the FB question folks as long as it’s retroactive. And…it needs to be something HUGE. Like…keys to the Arment Dietrich sauna and jacuzzi room. or…Sharpies…or a Fukudome jersey.

And I have to say, I was worried when I saw your topic, because I’ve been sitting on a similar question from a friend and was thinking about it for my video next week. But, it’s actually quite different. i HATE when you steal my thunder, you…you….thunderstealer!

ginidietrich
ginidietrich
4 years 8 months ago

@KenMueller Bwahahahaha! I LOVE to steal your thunder! It’s my sole goal in life.

ginidietrich
ginidietrich
4 years 8 months ago

@KenMueller Bwahahahaha! I LOVE to steal your thunder! It’s my sole goal in life.

ginidietrich
ginidietrich
4 years 8 months ago

@KenMueller Bwahahahaha! I LOVE to steal your thunder! It’s my sole goal in life.

ginidietrich
ginidietrich
4 years 8 months ago

@KenMueller Bwahahahaha! I LOVE to steal your thunder! It’s my sole goal in life.

HowieSPM
4 years 8 months ago

@ginidietrich@KenMueller Ken have you been on the A-D party yacht yet?

Lisa Gerber
4 years 8 months ago

@HowieSPM do not tell @KenMueller about the party yacht!!! GRRR.

But a Spin Sucks Fukudome jersey could be a winner. WOW.

ginidietrich
ginidietrich
4 years 8 months ago

@HowieSPM@KenMueller HOWIE! How many times do I need to tell you to not talk about the yacht?!

Lisa Gerber
4 years 8 months ago

@ginidietrich #newlywed game. Did we just post the same thing at the same time?

sacevero
sacevero
4 years 8 months ago

This is a great question and ironically, @jchernov answered this question in our Vocus webinar yesterday. He argues why content marketing is so important and how it does in fact generate sales. No one wants to hear your sales pitch–give your audience what they want, whether it is new and thoughtful blog posts, video tutorials, funny cartoons or infographics, and that’s how you can reel them in (and keep them in). Free content to generate business? Absolutely.

KenMueller
4 years 8 months ago

@ginidietrich@HowieSPM i will NOT get in any watercraft at which either Gini or Lisa is at the helm!

ginidietrich
ginidietrich
4 years 8 months ago

@sacevero@jchernov That’s why I respect Joe so much…we agree on just about everything!

ginidietrich
ginidietrich
4 years 8 months ago

@KenMueller@HowieSPM We have a captain. Jeez.

wabbitoid
4 years 8 months ago

No, never give away free content.

Oh, Hi, Lisa and Gini! πŸ™‚

I struggle with this all the time, and I’m learning what I can give away and what I shouldn’t. My general guide is that methods for creating strategies can be given away, but specific details should never be. I never talk about my clients, for example, and keep my talks broad. Just enough to get a potential client’s interest. πŸ™‚

wabbitoid
4 years 8 months ago

No, never give away free content.

Oh, Hi, Lisa and Gini! πŸ™‚

I struggle with this all the time, and I’m learning what I can give away and what I shouldn’t. My general guide is that methods for creating strategies can be given away, but specific details should never be. I never talk about my clients, for example, and keep my talks broad. Just enough to get a potential client’s interest. πŸ™‚

wabbitoid
4 years 8 months ago

No, never give away free content.

Oh, Hi, Lisa and Gini! πŸ™‚

I struggle with this all the time, and I’m learning what I can give away and what I shouldn’t. My general guide is that methods for creating strategies can be given away, but specific details should never be. I never talk about my clients, for example, and keep my talks broad. Just enough to get a potential client’s interest. πŸ™‚

wabbitoid
4 years 8 months ago

No, never give away free content.

Oh, Hi, Lisa and Gini! πŸ™‚

I struggle with this all the time, and I’m learning what I can give away and what I shouldn’t. My general guide is that methods for creating strategies can be given away, but specific details should never be. I never talk about my clients, for example, and keep my talks broad. Just enough to get a potential client’s interest. πŸ™‚

rustyspeidel
rustyspeidel
4 years 8 months ago

Thanks for the advice on the pencil vs rubberband–I’ve been struggling with that a lot lately.

rachaelseda
rachaelseda
4 years 8 months ago

Woo hoo! I’m so pumped, thank you! πŸ˜‰ RT @ginidietrich: FQOTW comes from @rachaelseda about free content http://t.co/2nHG2YEl

ginidietrich
ginidietrich
4 years 8 months ago

@wabbitoid The blog is free content. Lots of free content. So you’re giving it away.

ginidietrich
ginidietrich
4 years 8 months ago

@rustyspeidel I know that’s been an issue for you. You’re welcome.

rachaelseda
4 years 8 months ago

First of all you’re too kind Gini, thank you and thanks for answering my question. I think you answered it perfectly. One I pose after is how do you then follow up and convert these contacts to leads without being too pushy?

To answer your question, ahem I’d really appreciate an Arment Dietrich like Burger King Crown to wear and perhaps a picture of me in it showcased on your Facebook page in all its glory. But wait…the crown may cause a dent in my hair…maybe @Lisa Gerber could help you construct a pencil crown? πŸ˜‰

rachaelseda
4 years 8 months ago

First of all you’re too kind Gini, thank you and thanks for answering my question. I think you answered it perfectly. One I pose after is how do you then follow up and convert these contacts to leads without being too pushy?

To answer your question, ahem I’d really appreciate an Arment Dietrich like Burger King Crown to wear and perhaps a picture of me in it showcased on your Facebook page in all its glory. But wait…the crown may cause a dent in my hair…maybe @Lisa Gerber could help you construct a pencil crown? πŸ˜‰

rachaelseda
4 years 8 months ago

@KenMueller Oh I think your FB question prize idea beat mine!

trackback
4 years 8 months ago

[…] guess you could also include people like Danny Brown, Gini Dietrich, Mark Schaefer, and Naomi Dunford. […]

ginidietrich
ginidietrich
4 years 8 months ago
@rachaelseda I, literally, laughed out loud at the pencil crown! I’ll bet my mom could make one for you. There are LOTS of ways you can follow-up. If you have a sales team, you can hand the leads off to them. But what we like to do, here and with our clients, is do a follow-up survey. Then add them to the newsletter/email marketing list and use that to nurture your list. We have one client who loves the phone so he’ll pick it up and call each of them, but not many will do that. That’s why I like… Read more »
wabbitoid
4 years 8 months ago

@ginidietrich I was just bein’ silly. I give away stuff to Gini, of course. πŸ™‚

ginidietrich
ginidietrich
4 years 8 months ago

@wabbitoid Shhhh! We don’t everyone to know. Jeez.

EmmaofCEM
4 years 8 months ago

First off, I love the pencil in your hair. I’m in an advanced state of unfortunate mullet-dom at the moment, so I may just have to ape your style. (Seriously, I can’t even remember the last time I had hair long enough to ponytail.)

Secondly, what a fabulous series! I’m gonna have to meditate on a question to ask, because this seems like a tremendous opportunity to learn at the knee of the master.

ginidietrich
ginidietrich
4 years 8 months ago

@EmmaofCEM “Unfortunate mullet-dom”!??! LOL!!

Thank you! It’s a fun little series. I never know what I’m going to get. For instance, al smith wants me to record videos while I ride my bike. Still trying to figure out how to do that. So play along…it’s fun!

rachaelseda
4 years 8 months ago

@ginidietrich Thanks Gini!! And yes pencil crown…I think we may be on to something here…

Tinu
4 years 8 months ago

That reminds me – I haven’t done a webinar in almost 10 months, and haven’t done a webinar series in 2 years. Won’t spoil the rest of the video for others, but quite a good answer. And good question, Rachel!

ginidietrich
ginidietrich
4 years 8 months ago

@rachaelseda I think so, too! I shall ask my momma.

ginidietrich
ginidietrich
4 years 8 months ago

@rachaelseda I think so, too! I shall ask my momma.

ginidietrich
ginidietrich
4 years 8 months ago

@Tinu YOU would be fantastic on video. Do it!

ginidietrich
ginidietrich
4 years 8 months ago

@Tinu YOU would be fantastic on video. Do it!

ginidietrich
ginidietrich
4 years 8 months ago

@wagnerwrites <—- what she said

ginidietrich
ginidietrich
4 years 8 months ago

@wagnerwrites <—- what she said

ginidietrich
ginidietrich
4 years 8 months ago

@wagnerwrites <—- what she said

ginidietrich
ginidietrich
4 years 8 months ago

@wagnerwrites <—- what she said

Leon
Leon
4 years 8 months ago
G’Day Gini and Rachel, I started my business in 1978. In 1991 I attended a “Marketing Boot Camp.” I learnt lots. In particular, it lead me to the marketing books written by Al Ries and Jack Trout. But there were two particular things that helped me enormously when, a year or two later, I decided to make small-medium business my target market. Firstly, I discovered that I knew a lot of stuff about people management that most managers of small- medium business didn’t know. Until then, I just imagined that If knew it so did everyone else. Secondly, I discovered… Read more »
barryrsilver
4 years 8 months ago

Gini provided some hard numbers that are strong. Please allow me to go with other areas harder to measure:

Free content provides clicks. Every click is another wink in the ongoing flirtation with the search engines.

Teaching someone how to do something on their own (build a jet engine, maintain an online presence) will show potential client the cost effectiveness of hiring you (time and errors are costly).

Free content establishes your area of expertise. You have already answered the objection of why you?.

Gini, Today the pencil, tomorrow knitting needles. You have started tubing that slippery slope. Enjoy the ride.

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[…] Giving Free Content to Generate Business […]

trackback
4 years 4 months ago

[…] Giving Free Content to Generate Business | Spin SucksSep 22, 2011 Giving free content to generate business seems to be all the rage right now. We look at how well it […]

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