These are a couple of key points/quotes I wrote down as I listened to Jay's presentation:
- Just be useful.
- Be the best teacher.
- Those firms who become the best teacher in their competitive space will eat everyone else's lunch.
- The problem with most content is that it's about you.
This company gained top-of-mind awareness and increased credibility within a commoditized market. We gave away white papers, application notes, seminars, webinars, calculators and more about how to make a better humidity measurement asking nothing in return. We didn't talk about the product, we only talked about how to make the measurement. Our audience loved us for it and it worked to grow the business and gain market share.
Take a look at your business from a new perspective. Identify a specific expertise within your company and figure out how that expertise can be given to the people in your target market in order to help them be better at what they do. You don't have to be the only one with the expertise, just be the best teacher.
Youtility. You'll be glad you did!