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Tuesday, 31 January 2012

Piracy. An irrational fear?

I've lost count of the number of times I see small businesses hide their best work behind member only logins and forms which would take an entire lunch hour to complete. Why the secrecy? In a word - piracy. The fear that once out there 'people' can freely distribute the information, sharing it with their friends, quoting it in their presentations and potentially never crediting their source. That's all possible, but even if it happens, is it really such a bad thing?

I always encourage businesses to give some information away. I know that might make you stop reading, but stay with me. When I find some useful free stuff on a website, my perception is always 'well, if they could give that away, they obviously have a lot more to say on the subject'. Giving, adds credibility to you and your ideas.  It puts you in the position of thought leader, encouraging your readership to find out more. This blog is about proving my marketing worth and hopefully at least some entries will succeed.

It's the lamp element. Help others to see something new. Share your thoughts, your ideas, your predictions, while your business is still small enough to reap the benefits of the publicity, even if that doesn't come in the form of direct accreditation

So, vow to make at least one great piece of content to give away each month. I've listed some of my favourite 'giver' examples below, to get you started.  Most use pdf's to retain an element of publicity, but all are crafted to be shared and I haven't even touched on the SEO benefits that brings.

1. Hubspot free ebooks and case studies
2. MarketingProfs free articles all packed with links for further research
3. Econsultancy blog, reports and presentations

Happy downloading.

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