The document discusses ways for speakers, trainers, and consultants to maximize income from content while building relationships with audiences. It recommends using free content to attract an audience and gain attention. Premium content like webinars can then be offered to build a tribe of engaged followers. Maintaining relationships over time through a steady stream of fresh content and in-person events helps sustain the business.

1. Jeff Korhan, MBA, is the
author of Built-in Social and
the host of This Old New
Business podcast. He helps
businesses adapt their tradi-
tional sales and marketing practices to a dig-
ital, social and global world. Find it all at
JeffKorhan.com.
A
s the practice of content
marketing becomes more
common, businesses that
sell information and
advice, such as speak-
ers, trainers and con-
sultants, are increasingly
challenged with the concept of giv-
ing away free content that they get
paid to deliver.
The key is to start think-
ing in terms of the relation-
ship with an audience of
buyers, as opposed to one-time
transactions. Relationships are
formed whenever there is any
kind of value exchange. As the
value goes up, everyone becomes more
invested in the relationship.
Thus, to maximize income from
content that represents your experience
and expertise, consider how it adds
value to the buyers’ journey with you
and your business, first helping them
get to know you, become engaged, and
eventually trust your business so much
they desire a more intimate relationship
with it.
Here are ways to use free or premium
content to attract an audience, build a
tribe, and sustain valued relationships.
USe FRee CONTeNT TO aTTRaCT aN
aUDIeNCe Content that resonates with
a targeted community earns attention
and willingness to learn more. Free
content in the form of a blog, YouTube™
video, or speech allows speakers of all
levels to audition their capabilities and
relevance to their targeted audiences.
When one truly appreciates that free
content is the entry fee to a potentially
A better approach may be a $20 webi-
nar with a smaller, but more committed
group because they paid for it.
The goal is to progressively
form a community or tribe of like-
minded individuals that understand
your value and want to be engaged
further with your business
and, ideally, with each other.
As a minimum, the price of
your premium content should
be an email address, which
these days is a symbol of
trust that implies permis-
sion to incrementally build
on that relationship.
SUSTaIN VaLUeD ReLaTIONSHIPS
WITH SOUVeNIRS To sustain relation-
ships with your community, it’s impor-
tant to create a steady stream of fresh
and relevant content, not a compilation
of your greatest hits.
Think of yourself as a star with fans
who are hungry for more. They expect you
to offer premium value so they can further
support you and your business brand.
Better yet, they want to meet you in
person. That live event, and everything
else of value you offer, are meaningful
reminders of being invested in a rela-
tionship. In other words, they are sou-
venirs with value that transcends price.
MONETIZE YOUR MESSAGE
build your income beyond the podium
June 2015 | SPeaKeR | 13
lucrative relationship that other tal-
ented speakers are competing for, then
it’s understood that whether the con-
tent is free or premium priced, the
audience still expects it to be valuable.
If it isn’t, the shared journey may likely
be over.
OFFeR PReMIUM CONTeNT TO BUILD
a TRIBe When you earn the attention
of an audience, you have a relationship
with them, much like a first date. What
happens next is logically the second
date, not a marriage proposal.
Relationships need time to develop,
which means there has to be a sequence
of touch points before it is time to esca-
late to the next level.
Is the next level a jump or small
step up? A small step could be investing
time in attending a free webinar.
How to get Paid forYour Content