Fear is a powerful force - and many of us feel it keenly at one point or another. Fear of flying (aviophobia); fear of speaking in public (glossophobia); fear of spiders (arachnophobia): the list goes on...
But what about fear of content marketing? While it can't be defined as a specific phobia, it's certainly a common anxiety - particularly among professional services firms.
Writing for Convince & Convert, Jay Baer says: "Companies that are paid for what they know instead of what they make are paralysed by the thought of giving away their 'proprietary processes' and 'secret sauce' through a content marketing initiative."
But, like most phobias, the fear of content marketing can be overcome.
In his article, Baer outlines five reasons why you should go ahead and give away the recipe to your "secret sauce". His last point is this: today, people expect it.
So, serving up tasty content that satisfies your audience's appetite is a good thing. Providing useful and relevant information that answers your readers' questions and solves their problems, while also extolling your company's offering, is a great way to connect with the people that matter to your business.
Per the title of Susan Jeffers' famous book: "Feel the fear and do it anyway."
Don’t be afraid. Every professional services firm (marketing, business consulting, accounting, medical, law, et al) in the history of ever struggles with content marketing. Not necessarily from a tactical perspective, although "finding time" to create content is often a presumed obstacle in these organisations. But the biggest issue is fear. Companies that are paid for what they know instead of what they make are paralysed by the thought of giving away their "proprietary processes" and "secret sauce" through a content marketing initiative.