Whenever I talk to potential customers about their content marketing, and whenever I give presentations about the same topic, the big idea I make sure everybody understands is that to make it with content marketing you have to give overwhelming value to your customers.
What do I mean by value? I mean share your deepest knowledge. Show your readers how to do things that you can do in your sleep. Share the stuff you’re afraid to share.
As Brian Clark said in this short post The 5 Immutable Laws of Persuasive Blogging (a post every blogger and content marketer should print out, pin to their wall, and brand into their memory): “If you think you’re giving away too much information, you’re on the right track.”
In other words, share your secret sauce – and if you’re a Latino living in Texas like me, share your secret salsa!
But Won’t I Be Giving Away Company Secrets?
I inevitably get somebody who is concerned he’s giving away company secrets for competitors to copy, or for potential customers to do it themselves and not hire his company anymore. This is especially true with a lot of the custom software developers I talk to.
My answer was provided by this beautiful post by Jae Baer, Don’t Let Your Secret Sauce Kill Your Content Marketing.
Why Giving Away Your Secret
Sauce Salsa Is Not Bad, But Good
Jay Baer, author of the book YouTility, the bible about giving away value as a killer marketing strategy, puts your fears about sharing your “secret salsa” to bed once and for all.
Briefly, Baer says:
SauceSalsa Isn’t Proprietary
Baer has owned five professional services firms in 25 years, and not one of the processes he’s seen is proprietary enough to withstand a legal intellectual property challenge. Chances are, your processes wouldn’t either.
SauceSalsa Isn’t Secret
Because nobody works for the same company for life anymore, the coming and goings of your employees practically guarantees your processes are known to your competitors. Sharing it on a blog post isn’t revealing anything new.
- Sharing Your
SauceSalsa Doesn’t Invalidate Your Business
If you’re concerned about customers figuring out how to do it themselves and not hiring you, don’t worry. They have the ingredients, but they don’t know how to make the pie.
Your Secret Salsa Makes You An Authority In Your Customers’ Eyes
Your potential customers don’t have the time to do what you just told them how to do, don’t have the risk tolerance to see if they can do it without totally messing up, and they’d prefer to just hire you to do it.
Why? Because you’ve established your authority on the topic.
And as Robert Cialdini noted in his famous book on persuasion, authority is one of the six key psychological factors that can help you persuade your prospects to do business with you.
Gving away your secret salsa for free also helps you establish trust, engages the law of reciprocity, and enables the law of liking, three more of the six laws of persuasion Cialdini lays out in his book.
So giving away your secret salsa is actually beneficial, not detrimental to your content marketing! For full details on giving away your secret
sauce salsa, check out Jay Baer’s post on the topic, and live by the five immutable laws of persuasive blogging.