Say you’ve got a white paper on music piracy and you’d like to get potential customers to download it.
You can tweet it to your heart’s content. But to overcome some customers’ resistance to sharing data, innovative companies are providing digital rewards such as popular movies or songs that can be downloaded along with the white paper.
“So by packaging a Metallica-related download with a white paper on the music industry, it will be relevant to the paper and the topic, and at the same time would provide increased bait on the hook,” says Jon Accarrino, vice president of marketing and communications at Red Touch Media, a content management software company.
The brands pay upfront for the music that is offered to customers as free or promotional downloads.
To communicators, “content” is all that stuff you produce for your website and make available through apps: articles, blogs, videos, webcasts and others. Digital downloads can provide the kind of content that customers are crazy about: Hollywood movies, bestselling e-books, top-40 songs and backstage videos that ardent fans feel privileged to watch.
Brands such as Fandango, Land Rover, Skullcandy and others have used digital rewards—and have reaped data from the downloads.