Content marketing comes down to two categories: gifts and trades. A "gift" is open access content that builds relationships. A "trade" is gated content that requires a listener to give you something in return, such as an email address or money.

You must decide where the divide lies for your business. Podcasts generally work best as gifts because they allow you to reach new people and build trust without friction. Gated content works best for qualifying leads who have a pressing need. However, you must use free content to earn the right to ask for that transaction.

In this micro-episode:

1. The strategic difference between "gifts" (open access) and "trades" (gated)
2. Why gating your primary content limits your reach
3. How to use free content to validate the ask for an email address

Find more episodes and subscribe at stereoforest.com/minute.