How to still provide value to your target market without giving everything away for free
One of the best ways to illustrate your skills, knowledge, and overall expertise is by providing a ton of value to your audience. In fact, I often tell my clients that educational, value-based content is one of the biggest pillars they should focus on for their overall content strategy. That’s because it is so impactful and builds the Know Like Trust Factor almost instantly with your target market.
But I also know the biggest hesitation from clients and others when it comes to educational or value-based content is that people don’t want to give everything away for free.
“Because why would anyone then buy from me? They get everything for free.”
And while there’s some merit to that concern, you can also provide value in a lot of ways other than teaching or giving away your most valuable information for free.
Here’s how to provide value to your audience:
Educational content
Educational content is the traditional way we think about providing value and I don’t want to just skim over it because there is a way to provide educational content that doesn’t render you obsolete.
First, I like to look at educational content as a way to provide my audience quick wins — Something they can implement very quickly and see results. This very rarely can be enough for them to solve the bigger problem they need a solution to but it does provide them with assistance. For example, I recently shared on my Instagram stories what the one-second video trend is and how it can help someone’s account. BUT if they don’t have an actual strategy for their social media, implementing that tip is only going to get them so far.
You can also educate them on signs or symptoms that they may need {insert whatever product or service you offer}. For example, I could share with my audience the 5 signs that your marketing isn’t working. If they resonate with any of the signs then they know they need to make an adjustment and that helps set them along their journey, and I can be a further resource for them.
Educational content shouldn’t be completely discarded. You can definitely still provide it in a way that doesn’t give away too much for free!
Provide inspiration
Providing inspiration to your audience and illustrating what’s possible for them is invaluable. This helps your target market envision themselves at the end result of what they’re looking for and that is exceptionally powerful. You cannot discount the value you provide by making people feel good. This helps make you and your brand exceptionally memorable and draws people to you because it’s that powerful.
Share a story of how you’ve yourself overcome the challenge they’re facing or how you’ve actually helped others overcome the challenge.
Share a quote that resonates with your audience and gets them excited.
This is a simple but very powerful way to provide value.
Provide a different point-of-view
Another way to provide serious value (and also make you extremely memorable) is to provide a different point-of-view. With so many oversaturated markets right now, the last thing you want to do is regurgitate similar messaging. Helping your audience see something from a different point-of-view is also just as valuable as teaching them a skill or tip!
For example, I just did this above with educational content by sharing that you don’t necessarily have to teach something, you can educate them on signs and symptoms that may indicate they have a need.
Other ways you can provide a different point-of-view:
Debunk myths within your industry
Share an unpopular opinion
Anytime you can give someone a new perspective where they’re like ‘YES’ or ‘I’ve never thought of it that way’, that’s providing a hell of a lot of value.
Share trends/industry news and your take on them
Anytime you see industry news or trends that you think your audience would need to know make sure you share it with them and share your take on it.
For example, if you’re a social media manager and Instagram rolls out a new feature, you can share about this and share how people may be able to use it to their advantage. Or when they mention new guidance (like their hashtag guidance), you can share your hot take on it (*cough* Maybe this is an unpopular opinion *cough*).
This not only provides value to your audience because this is information they may need to know and might not get it otherwise, but it also helps set you up as an expert when you share your take on it too! Double win!
Hopefully this gives you an idea on how you can still provide value to your audience in a way that doesn’t give all your knowledge and skills away for free. I’d recommend rotating through these different types of value-based content and/or combining some of them throughout your weekly social media content for the most effective results!
Want even more help with your marketing?
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My 60-minute sessions are great if you need help brainstorming or working through a specific challenge.
Not sure what you need but know you could use some support? Reach out and I’ll help guide you in the right direction (whether that’s working with me or not!)
