BRX Pro Tip: Insight Based vs Value Based Content
Stone Payton : [00:00:00] Welcome back to Business RadioX Pro Tips. Lee Kantor and Stone Payton here with you. Lee, describe if you can kind of the distinction between and the applications for insight-based content versus value-based content.
Lee Kantor: [00:00:15] Yeah. As content marketing becomes more and more prevalent and it’s kind of evolving, and at the beginning, people when they thought of content, they thought of value-based content like tips and tactics and things like that. But as this kind of part of the industry has evolved, I think insight-based content is really important to add to your kind of content calendar.
Lee Kantor: [00:00:39] An insight-based content addresses the why and the how behind a topic, which provides a deeper understanding of the mission and your true North as a service provider. Whereas, value-based content focuses on that practical value that your tribe is kind of looking for.
Lee Kantor: [00:00:58] So both types of content are important. But I think in the long run, you’re better served by leaning more into your insights to attract more of the people who believe what you believe into your tribe rather than kind of the more transactionally minded person who is just looking for more and more value, especially free value, where you’re just giving a lot of free information.
Lee Kantor: [00:01:22] So if you do too much of that, they’re going to see your service kind of as a commodity. And then when you do ask them to buy something or to pay more for something, they get kind of upset because they have an expectation of, “Hey, you’re giving me all this free stuff, why are you charging me for this thing now?”
Lee Kantor: [00:01:39] So, I think it’s really important to focus in on kind of this insight content rather than constantly just bombarding your people or your tribe with just kind of tactics and tips. I’m not saying to stop adding more value, but I’m saying that there’s a time and a place for both types of communication.
