Over and over again I’m delighted by the phenomenal offerings on the Web, specifically in the areas of content creation and delivery. Most of them seem to be looking at the YouTube model of delivery: Make it free; make it (and all the content produced) public; and wrap advertising around the critical mass of users that flock to what you’re offering and make bazillions.

The problem? Any person, company or organization serious about investing time, effort, energy and resources building atop them — and delivering their content in an embeddable container on their website, blog, “FaceSpace” page or elsewhere — need to find a way to make money.

Now before you get all riled up with, “Hey Borsch, you numbskull. Haven’t you heard of the freemium model or that giving content away drives other business?” hear me out.

The answer, of course, is “yes” as evidenced by clients I’ve recommended implement a free/paid/pro version of what they offer online, as well as the huge success I personally experienced when giving away my report, Rise of the Participation Culture (RPC). With the latter example, for me to continue to carve out the time necessary to create quality deliverables like a line of social media ebooks, videos or presentations, there needs to be a way to make some dough off of them.

Arguments like, “Just give your stuff away and people will find you and new markets and opportunities will open up,” is mostly bullshit or a far too optimistic generalization for all but a few who do it. Yes, I believe that there is validity to “free” or otherwise I wouldn’t give stuff away (like free speaking engagements, free initial consultations, pro bono work, or free reports like RPC) but I limit those to 10% of my time or otherwise I’d get nothing else done.

There’s a real crazy-maker though, with licenses, and the fact that these offerings are geared so that YOU as a user, generating content, make NO MONEY and that THEY benefit from your effort.

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