Give It Away Now!

David Meerman Scott, at right, is wearing his free tie-dyed T-shirt. To read about the gentleman at left, visit:

David Meerman Scott probably wasn’t listening to the Red Hot Chili Peppers when he thought of his latest bit of advice for content marketers which is, in the words of the musicians, “Give it away/give it away/give it away/give it away, now!” After all, those musicians weren’t in the lineup at the “Gathering of the Vibes” that the marketing strategist attended on Saturday morning, when he did come up with this bit of advice for brands.
At the music festival, Scott ran into a man who was giving away nifty tie-dyed T-shirts, of which Scott picked a purple and blue number “with a pocket,” according to Scott’s Aug. 12 post on WebInkNow.

Here are a few statistics about content marketing, according to HubSpot’s “2013 State of Inbound Marketing” research:

  • 41 percent of marketers say content marketing yields positive ROI.
  • 82 percent of blogging marketers see positive ROI for their inbound marketing.
  • Inbound marketing delivers 54 percent more leads into the marketing funnel than outbound marketing.

Let content be a purple and blue tie-dyed T-shirt. Scott elaborates:

  • “Sure some people will just take. But others will share the love with their friends, colleagues and family members, which helps spread your ideas.”
  • “Other people will want to give you something in return, like their money when they purchase your products.”

Is David Meerman Scott right?

Please respond in the comments section below.

Heather Fletcher is senior content editor with Target Marketing.

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  • GLR

    Give-a-ways have done well for a lot of folks over the years (pens, caps, USB hubs, etc.). Another name: Premiums.
    Works well if your name/product is prominent. GLR

  • Thomas (Tom) Smith, III

    Content marketing is a great strategy to drive awareness, traffic and leads.

    I tell clients if they will commit to sharing information of value via blog posts at least twice a week, they will double web traffic and leads within six months.

    When I tell them that, they frown because they want results now. They’re not willing to make the investment required to build a portfolio of content and earn a prospect’s trust.

    They still want to inundate prospects with emails that sell rather than provide information of value and have sales people make cold calls that prospects screen with voice mail.

    Companies need to learn what their prospects want to know and provide the answers to their questions in an open and transparent way to earn their trust.