Free content tells us what to do. Paid content tells us how to do it.
Internet is the place that we can find answer to all our questions. No matter what is the subject of the question, we can always find a lot of answers to any question that could be imagined.
We need to buy a pair of shoes. We go to Google, search for “running shoes for women” and then a list of products from different ecommerce sources, like Amazon, will pop up. Besides, there will be a tone of blog posts that tells us what kind of brand is better for us will be listed. Most of these blog posts are offering free content.
Suppose that we order one of the offered or recommended shoes and we receive them in our mailbox after a week. We try them and we figure out that those shoes are not what we were expecting. They are not comfortable as they were defined in the blog post, they are not light, they are not good quality.
The next step will be very easy and simple. We just return the shoes and ask for a refund. Money will come back to our account after couple of days and we will be all good.
We may try this procedure several times unless we get the expected shoe that fits our expectations.
In none of those trial times, we go back to that blog post to write a comment or a complaint. The reason is that buying a shoe may not be that much critical in our life. We have enough time to order and refund and order and return unless we get the good one.
But, what if we are going to design our brand identity? What if we are going to design our social media strategy? What if we want to design an advertising campaign and to launch our new product?
I am sure that we never ever try the same procedure as we did to buy a pair of shoes.
The difference is that, regardless of the fact that we can easily find a tone of free content that tells us how to design our brand, how to define our social media strategy and how to run a campaign on Facebook, we are sure that these free content will never give us all details that we need. Free content tells us what to do but rarely tells us how to do it effectively.
But why does it matter? Because designing our brand is vital to our business. We can not try and error and doing a lot of random tasks to see what may happen next. It is not as simple and as easy as buying a pair of shoes.
So, ask yourself now. How much are you ready to accept that not all useful and practical content on the Internet is free and how much ready are you to pay for a paid content?
