Getting the Most from Content Marketing: Why Giving Away Value Leads to Success

ambassador anthony mandelli content marketing thought leadership Sep 22, 2023
Getting the Most from Content Marketing: Why Giving Away Value Leads to Success

By Anthony Mandelli, Content Marketing Ambassador at Growth Hunter

Many startups fall into the mindset of believing that giving away too much value through content marketing can impact your business’s bottom line. But this is a trap, and over time, it may actually prevent them from achieving the desired results.

Some companies fear that by sharing their expertise freely, they might actually discourage potential customers from buying. Reality couldn’t be further from the truth.

Providing value through content marketing is not only a smart strategy but also an essential one in today's very competitive digital landscape.

Let me tell you why.


Recipes, Ingredients, and Value


Imagine you're a chef who stumbles upon a beautifully designed cookbook. This cookbook doesn't just list ingredients and instructions; it also offers tips, techniques, and the chef's expert insights.

You're drawn in, inspired, and eager to try out these flavorful recipes. But there’s a catch!

You soon realize that while the cookbook provides the knowledge you need to execute a wonderful dish, you’re missing high-quality ingredients you don’t have access to.

Content marketing runs on a similar principle. Your content serves as a cookbook, sharing valuable information, insights, and solutions with your audience. It educates, inspires, and guides them in the initial stages. It gets them excited even!

Yet, to fully satisfy their hunger, they must ultimately turn to your products or services, the essential "ingredients" to take their success to the next level—the difference between a line cook and a Michelin-starred chef.

It’s important to ensure you leave them hungry to take that next step.


The Value-First Approach: Building Trust and Loyalty


Giving away value through content marketing is not about devaluing your products or services; it's about building trust and credibility and creating or maintaining a loyal customer base.

Here's how the cogs turn:

  1. Establishing Authority: Customers are more likely to trust and choose a brand they perceive as knowledgeable. By sharing your expertise and insights, you create a deeper relationship as you position yourself as an authority in your industry—someone to be trusted.

  2. Addressing Pain Points: Content that addresses common problems and offers solutions demonstrates empathy and a genuine desire to help your audience.

  3. Educating Your Audience: Informed customers make better decisions. Content marketing educates your audience about your industry, product benefits, and how your offerings can meet their needs.

  4. Creating Engagement: Valuable content sparks engagement. It encourages discussions, comments, and social sharing, increasing your brand's visibility and reach.


Moving Along the Customer Journey



Although content marketing is centered around creating awareness, it's also about guiding customers along their journey.

From a total lack of awareness to familiarity and consideration, and ultimately, conversion and ongoing retention,

Your informative blog posts, thought leadership pieces, highly engaging videos, and helpful guides draw potential customers into your orbit. They discover your brand because of the value you provide, not just because of your product.

As your audience digests your content, they become more informed about their problems (sometimes even problems they aren’t aware they have!) and, lo and behold, they come across your potential solutions.

They start considering your products or services as a viable option.

When the time is right and their trust in your brand is established, your audience is more likely to choose your offerings over your competitors due to the credibility behind positioning yourself as an expert within the space: a leader.


Try this! Growth Hunter Challenge


Now that you understand the power of giving away value through content marketing, it's time to put it into action.

Craft a piece of engaging content that goes above and beyond to provide ultimate value to your audience.

This could include tactics such as a how-to guide, a case study, or a webinar packed with valuable insights. Bonus points if it’s an ebook or report your company would typically charge for. Make sure it genuinely helps your audience solve a problem or achieve a goal. Then give it away for free.

‘For free!’ you may be thinking, but don’t worry. We’re playing the long game here, so trust me, it will be worth it in the long run.

Track engagement metrics to truly understand your customers' responses to your work.

Metrics such as views, comments, shares, and any increase in website traffic or lead generation related to this content will be enough to understand your customer's journey. After thirty days, see if there are any standout engagements with your experimental content and how it performed compared to a piece of more traditional content.

Content marketing isn't just about selling. Actually, it’s only a small portion.

It's all about providing genuine value and making a lasting impression on your audience.

Don't be afraid to share your expertise generously—at the end of the day, it's the recipe for success in modern marketing!


Did this work for you? Achieve success with something similar. Share your results with us in the content marketing channel in the Growth Hunter Discord! The most interesting stories might be featured in a follow-up post.

This guest post was written by Anthony Mandelli. Anthony is a content marketing ambassador of Growth Hunter Collective. You can follow him on LinkedIn or connect with him by joining our community today.

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