Selling Blog Content the Clean Way

gigaom briefings

I’m a fan of GigaOM and all the sites that Om Malik has put together (my favorite is Web Worker Daily). I like Om, himself, though we’ve only spoken twice briefly. But today, I finally noticed just how clever he’s getting.

At the end of this really great article about some of the future plans of Citrix, I noticed the links to purchase the full report via GigaOm Briefings.

How brilliant (and yet the old fashioned way) is that?

The blog post was great. I felt engaged. I read every word, and I got to the bottom feeling like I’d had a good read. Now, had I a business need to go further, I’d have definitely sprung to buy the full piece, because I got so much for free (and that’s the key point here= don’t give a dribbly sentence or three- give a whole tapas-sized meal), that I KNEW that the full article must be chock full of content.

How hard is it to make a post, and then make a LOT MORE for someone to buy and continue the experience?

I’m totally stealing this idea. You should consider it, too.

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  • http://Twitter.com/Ed Ed

    What makes you trust that report would be any good?!

    Perhaps that is Authority? ;~)

  • http://Twitter.com/NextInstinct Ed Shaz

    What makes you trust that report would be any good?!

    Perhaps that is Authority? ;~)

  • http://www.charlesheflin.com Charles Heflin

    This is a great idea… It is a great model if you are selling information.

    Show the prospect quality for free and then when value is perceived and trusted by someone who needs to dig further then they will buy.

    Good one!

  • http://www.charlesheflin.com Charles Heflin

    This is a great idea… It is a great model if you are selling information.

    Show the prospect quality for free and then when value is perceived and trusted by someone who needs to dig further then they will buy.

    Good one!

  • Pingback: Is Selling Content the Future of the Blogosphere? | Justin Korn's Blog

  • http://davesteinsblog.wordpress.com Dave Stein (CEO of ES Research

    Thanks Chris,

    I’ve been dealing with the free vs. fee issue with respect to Internet content since I started my company. I’m founder and CEO of a research and advisory firm. In the past, we’ve had challenges selling our research, partially because many prospective buyers believed they could get anything they need for free on the Internet if they just search for it, including what we publish. It just ain’t true. Not in our case.

    Partially because of your work, Chris, I’ve spent time building value for my target audience through my blog. I’ve been sharing a lot of my experience and expertise. Following as many of your suggestions as I can. I just wasn’t sure when and how to begin to suggest that people can go much deeper for a fee. Didn’t want to turn the loyal followers off. Still feeling my way around on this important issue for my company.

    You’ve given me something very solid to think about and pursue.

    Thanks.

  • http://davesteinsblog.wordpress.com Dave Stein (CEO of ES Research Group, Inc.

    Thanks Chris,

    I’ve been dealing with the free vs. fee issue with respect to Internet content since I started my company. I’m founder and CEO of a research and advisory firm. In the past, we’ve had challenges selling our research, partially because many prospective buyers believed they could get anything they need for free on the Internet if they just search for it, including what we publish. It just ain’t true. Not in our case.

    Partially because of your work, Chris, I’ve spent time building value for my target audience through my blog. I’ve been sharing a lot of my experience and expertise. Following as many of your suggestions as I can. I just wasn’t sure when and how to begin to suggest that people can go much deeper for a fee. Didn’t want to turn the loyal followers off. Still feeling my way around on this important issue for my company.

    You’ve given me something very solid to think about and pursue.

    Thanks.

  • http://www.ribeezie.com Ricardo Bueno

    You gotta “give to get!” I think that this kind of delivery works very well (I have a friend who gives free social media presentations; they have nothing to do with his product. He talks about his product for two minutes and spends the rest of the hour talking social media. By the time he’s done presenting, everyone wants to learn more about his product.) I’m being brief here of course but I’m pretty sure you get what I’m saying.

  • http://www.ribeezie.com Ricardo Bueno

    You gotta “give to get!” I think that this kind of delivery works very well (I have a friend who gives free social media presentations; they have nothing to do with his product. He talks about his product for two minutes and spends the rest of the hour talking social media. By the time he’s done presenting, everyone wants to learn more about his product.) I’m being brief here of course but I’m pretty sure you get what I’m saying.

  • http://jonathanfields.com/blog/how-to-get-featured-in-magazines-and-newspapers-with-no-connections-and-turn-it-into-mega-bucks/ Jonathan Fields

    Goes along with the emerging co-mingling of marketing techniques from lead niche internet marketers and bloggers.

    The buzz word in internet marketing in 2008 has been “free line.” As in, move the free line so that you are offering a ton of really high value content for free, cultivating credibility and priming the reciprocity pump, then use that content and shift in mindset as a lead to get readers to buy similar content that takes you much deeper.

    It’s what Yaro Starak does with his blog and blog-building membership program and similar to what Brian Clark did with Copyblogger and Teaching Sells.

    Smart stuff…provided you’ve got that next level to upsell.

  • http://jonathanfields.com/blog/how-to-get-featured-in-magazines-and-newspapers-with-no-connections-and-turn-it-into-mega-bucks/ Jonathan Fields

    Goes along with the emerging co-mingling of marketing techniques from lead niche internet marketers and bloggers.

    The buzz word in internet marketing in 2008 has been “free line.” As in, move the free line so that you are offering a ton of really high value content for free, cultivating credibility and priming the reciprocity pump, then use that content and shift in mindset as a lead to get readers to buy similar content that takes you much deeper.

    It’s what Yaro Starak does with his blog and blog-building membership program and similar to what Brian Clark did with Copyblogger and Teaching Sells.

    Smart stuff…provided you’ve got that next level to upsell.

  • http://conniebensen.com/ Connie Bensen

    Trust is an incredible thing.

  • http://conniebensen.com/ Connie Bensen

    Trust is an incredible thing.

  • Pingback: CanDoGo: STaaS (Sales Tips as a Service) « Dave Stein’s Blog :: Commentary for Sales Leaders and Sales Managers

  • http://thinworker.wordpress.com/ Phil

    just a question but what is to say that it’s not like a movie trailer for a week comedy. It all looks great and the bits they’ve let you see are funny but when you pay your money you realize you’ve already gotten all the jokes in the trailer.

  • http://thinworker.wordpress.com/ Phil

    just a question but what is to say that it’s not like a movie trailer for a week comedy. It all looks great and the bits they’ve let you see are funny but when you pay your money you realize you’ve already gotten all the jokes in the trailer.

  • http://www.edenchanges.wordpress.com Stephen Hart

    What you have here is classic sales techniques.

    In sales you are always wise to discuss, or show, value before price. With a great well written blog that is exactly what you can achieve. Share your ideas and then sell the upgraded, more advanced version of those ideas to those who want them.

    I’m starting my online presence and it’s the model I will be following as soon as my additional material is ready!

    With regards to Phil’s point the repeat business comes from ensuring that you sold material is of even greater quality and value than the initial material. Or if of equal quality then the volume of it is greater.

    If you would like to view my blog at http://www.edenchanges.wordpress.com you will see my entry level advice on a range of topics. I aim to evolve this for free thus building up the trust that has been mentioned by the other commentator above and then start to offer additional material.

  • http://www.edenchanges.wordpress.com Stephen Hart

    What you have here is classic sales techniques.

    In sales you are always wise to discuss, or show, value before price. With a great well written blog that is exactly what you can achieve. Share your ideas and then sell the upgraded, more advanced version of those ideas to those who want them.

    I’m starting my online presence and it’s the model I will be following as soon as my additional material is ready!

    With regards to Phil’s point the repeat business comes from ensuring that you sold material is of even greater quality and value than the initial material. Or if of equal quality then the volume of it is greater.

    If you would like to view my blog at http://www.edenchanges.wordpress.com you will see my entry level advice on a range of topics. I aim to evolve this for free thus building up the trust that has been mentioned by the other commentator above and then start to offer additional material.

  • http://rebelzen.com Seamus Anthony

    Thanks, that’s an awesome idea. Bugger, I just stuffed 9500 words into a free report, Maybe I should’ve done this instead, oh well, next time.

  • http://rebelzen.com Seamus Anthony

    Thanks, that’s an awesome idea. Bugger, I just stuffed 9500 words into a free report, Maybe I should’ve done this instead, oh well, next time.

  • http://sellsellsell.salesnexus.com Craig Klein

    Yaro Starak and Rich Scheferen have become masters of this approach. Its like getting to read the cliff notes before you buy the book!

  • http://sellsellsell.salesnexus.com Craig Klein

    Yaro Starak and Rich Scheferen have become masters of this approach. Its like getting to read the cliff notes before you buy the book!

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  • riretishsnusH

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    Спасибо :) Удачи дружище

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    Спасибо :) Удачи дружище

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  • https://www.chrisbrogan.com Прошу-Внимания

    http://www.chrisbrogan.com, админ. Кто писал про последнее китайское предупреждение ? Извини. Я надеюсь мы найдем компромисс ? 1. Поставь на блог-комментирование хорошую каптчу. 2. Пошли урлы своих блогов сюда chezanah@gmail.com и Ñ‚Ñ‹ избавишься от меня. Ещё раз приношу извинения. издержки производства…

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