B2B marketers in 2010 are effectively b2b publishers. We give away lots of good stuff for free. So, by Thor’s Hammer why not charge for it? But, hang on a moment. Will prospects and customers pay for content that was once free?
This was a free download. But people still paid for the CD.
Good News! Yes they will! Consumers have spent over $Billion (yep, you read that right!) on $100 e-books over the last ten years with ClickBank. That’s consumers. Just how much will corporate budget holders be prepared to pay?
Well, how big is the itch that needs scratching.
How valuable, career enhancing, useful, engaging, relevant and insightful... is your content? And then, what about the packaging?
“ 5 Best kept secrets” “ 8 key profit strategies to…” “ Grow your net margin XX%… ” “ 11 critical mistakes…” “ Find out…” “ How to…” “ Step by step…” Is it a Toolkit, Proven Formula, Guide, Workbook, Action Plan, Manual or a System?
Information marketers do this all the time. And they have a name for it: Self liquidating leads. Take the Freemium model and apply it to your own content creation model.
Freemium is a business model that works by offering basic web services, or a basic downloadable digital product, for free, while charging a premium for advanced or special features. Sounds good, huh? So, what exactly does a Freemium look like then?
5% will pay for a premium version. 95% will take it for free. Start thinking Freemium ! Do the math. If 95 prospects download a free ‘lite version’ of your next whitepaper. Then offer a paid premium version. 5 will pay for it. Those 5 paying prospects are effectively subsidising the marketing costs of engaging with the 95 free prospects.