This is the 11th edition of This is Not Advice, a "not advice" column for premium subscribers of What Works.

In this episode and essay, I tackle the assumed quid pro quo that's at the heart of content marketing. It's that quid pro quo that causes us to see the ideas, information, and stories we share online as a favor that demands something in return—follows, subscriptions, and sales. When we say, "I'm tired of sharing all this stuff for free and not seeing sales in return," we're hinting at the quid pro quo beneath the surface.

Enjoy this excerpt from the larger piece or, to hear the whole thing, go to whatworks.fyi and upgrade your subscription for just $7 per month!

View the original post here.