Must point you to a great post/presentation by Jay Baer about the Six Stages of Content Marketing. This is an issue associations grapple with every day – and are being forced to shift their thinking about: What do we provide for free, and what is worth paying for?
Jay and Joe Pulizzi break this down in a hilarious “opening the kimono” metaphor, providing examples of each:
1. Closed Kimono – no thought leadership vehicles; the scarcity effect.
2. What Happens In Vegas – participation in communities, no free content
3. Quid Pro Quo – producing content for a fee
4. Give Me Your Number – producing content, accessible after filling out a contact form
5. Peek-A-Boo – considerable free content but no revelation of “secret sauce”
6. The Full Monty – unrestricted, unfettered free content
We SocialFish like the naked route, obviously (no, not like THAT!). We very consciously choose – and work very hard at – sharing our content as far and wide as it will go. We look for industry partners to help sponsor our white papers (and infographics) so that we can provide them for free to everyone. Our Think Tank is free to join. We spend many hours per week sourcing good information and sharing it all over the web. We believe that access to us for customized consulting advice is what’s worth paying for.
We’ve asked this before, but what kinds of association content are worth paying for? What kind of content draws in engagement and community, that might be worth paying even more for?
Read Jay’s excellent post for full descriptions of these stages, and check out the accompanying slide deck below.
What do you think about this metaphor (there’s no right or wrong way, by the way)? How would you translate this to how your association considers its content?