Friday, May 29, 2009

Tips for developing free reports and infoproducts

If you're a publisher, then I don't have to tell you there is no shortage of content in your world.

But do you truly know how to leverage all the content you have? Repurposing, repackaging, refreshing, bundling, and republishing your content for sales, leads, bonding, and more!

Remember, content comes from a variety of sources: text, audio, and video.

You can leverage existing content and repurpose it from:
--Old newsletter issues or articles
--Bonus Materials
--Teleseminars
--Webinars
--Interviews
--Conference calls
--Event audio or video
--Old products

At least two times per year, to get the most of your products, you should go through your entire product line and see if you can bundle existing products together to create an entirely new product and price point. Bundled products are a great mid-point or back end. Look through the content to see if the information is still valuable and fresh. You may need to update dates or references to specific points in time. But good content is good content. There's no need for it to collect dust. Repackage and reprice!

Also, consider taking a transcript from a conference call or video event and making it either a free report for your list (bonding) or low cost paid report (as a front end product). This is a great way to fully utilize all the content opportunities you have.

You can also take like-minded, or themed content from several issues and create a "best of" report. This is a great way to repurpose content. And even better, you can offer it to your "new to file" names that likely didn't see the articles the first time they were published. This type of report could be used for bonding, as a holiday "thank you" to your list, or as a low cost paid report.

If you decide to reuse some of your content for lead generation (free reports), here are some tips:

--Keep the content at a "macro" level. You want to save the details ... the recos, if you will, for the "paid" version. Paid reports have information on a "micro" level ... the "how to," details, or recommendations.
--Free reports have general information. Again, you don't give away valuable specifics on your area of expertise. For instance, if your a financial publisher, you can talk about general market conditions, trends, or forecasts, but save the specifics on sectors or certain stocks for the paid version.
--Free reports should also not be too long or not too short. I've seen some free reports at 3 pages. Even though it was free, I felt gipped and new the publisher was just after my name (email address). For credbility, bonding and life time value, I recommend offering around 5-10 pages. Even though it's free, still provide valuable content. Then the reader will not resent giving you his email address. If your content is good, he'll welcome that opportunity and even want to receive more information from you OR buy your products.
--Free reports are also a great way to gauge market interest or sentiment. Let's say you're thinking of a new product. Before you spend time,money and resources on something your customers may not even find appealing. Offer value-added, yet watered down version. Start a PPC campaign and see if the general public has interest. You can also do the same to your own list as a low cost paid report (let's say $9.95). Then if your list responds to the basic content, you'll have an idea if a more comprehensive product or service is worth your time.

Content is king ... so leverage it as much as you can!

3 comments:

Molly@infolode.com said...

Excellent suggestions.
My favorite example is from a 'real' friend of mine. Since I've known him (online) for a few years, he knows I'm not a member of a band but in the music support industry in a peripheral manner.
However, when his 3rd(?) newsletter arrived in my in box not only was it all about how to sell 'my band', but the way to sell it was by buying his ebook. And every newsletter since has the same content, reworded or with more superlatives paired with his 'latest way to sell your band on MySpace/Facebook/whever'. Apparently he wasn't as good a friend as I thought. I wish I had the courage to send him to you instead taking the coward's way out and just marking his newsletters as read w/o opening.

Wendy Montes de Oca, MBA said...

Wow, that's scarey. But unfortunately, a lot of online publishers do similar tactics. Glad you liked the blog post. Keep reading, as I post at least once a week about any and all things marketing, business building, etc.!

Molly@infolode.com said...

Looking forward to them.

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