If you’re doing any kind of content marketing at all, then you already know how well free content can hook readers, expand your reach, and boost your brand visibility. But creating a white paper or e-book is no small undertaking, and if you’re not up to the challenge, it can easily backfire.
So is creating a giveaway worth it? Here’s what you need to know.
Pro: Giveaways Can Help You Build Your List
A content giveaway is one of the most effective marketing tactics you can use to expand your mailing list. People consider their email address to be personal information, and they don’t want their inbox to get cluttered up with irrelevant promotions. But if you can convince your visitors that you have something they want, then getting their email address is easy.
To make the most out of the giveaway tactic, you’ll want to create a powerful email drip campaign can helps your subscribers to get better oriented with your brand and what kinds of content they can expect from you in the future.
Con: Giveaways Take Considerable Time and Effort to Create
The largest – and perhaps the only – disadvantage of a content giveaway is that creating compelling content isn’t fast or easy. The Internet is a big place, and businesses have already crafted content on everything under the sun. The key difference that will set your content apart and make it compelling isn’t what you say, but how you say it.
That means hiring a talented writer to come up with a unique new angle. If you can’t afford to hire a writer, you’ll need to create your content asset yourself – which is time and effort you could be spending elsewhere.
Is a Giveaway Worth It?
A content giveaway can be highly effective if you structure it properly. But to create an effective giveaway, you’ll need to go into the project with a high-level strategy in place. You’ll want to define your end goal, your metrics, how you’ll follow up, and what kind of content asset you’ll want to use.
If you’re looking to build a strong content brand, a giveaway is a great way to entice people to subscribe and start engaging with your business. But in order to make your giveaway work, you’ll need to come up with a unique spin. Whether it’s a white paper, a case study, a video series, an e-book or a podcast, your giveaway should be thoughtful and provide some kind of new insight – that’s the mark of a valuable content asset.