Author Dave Kerpen said providing value for free is a marketing strategy that has remained effective despite numerous algorithm changes since 2011 [1].
This approach matters because it offers a sustainable growth model for startups and entrepreneurs in a digital landscape where trends and platform rules frequently shift. While many marketing tactics become obsolete, Kerpen said that the fundamental act of helping customers without an immediate cost creates lasting resilience.
Kerpen describes this principle as a foundational rule of the industry. “It’s the closest thing to a law of gravity that marketing has,” Kerpen said [1].
According to Kerpen, the strategy involves consistently offering useful information or tools to a target audience before asking for a sale [1]. This method builds trust and authority, which serves as a hedge against the volatility of social media and search engine updates. By focusing on the user's needs rather than the platform's current preferences, businesses can maintain a steady connection with their audience.
Since 2011, digital marketing has seen the rise and fall of various trends, from specific keyword stuffing techniques to the shift toward short-form video [1]. Kerpen said that while the medium of delivery may change, the core requirement of providing value does not. This strategy allows founders to focus on long-term brand equity rather than chasing short-term algorithmic wins.
He said that this approach is particularly vital for entrepreneurs who lack the massive budgets of established corporations. Providing free value allows smaller players to compete by demonstrating expertise and reliability [1].
““It’s the closest thing to a law of gravity that marketing has.””
The emphasis on 'value-first' marketing reflects a broader shift away from interruptive advertising toward permission-based growth. As AI and automated algorithms increasingly filter content, human-centric value becomes a primary differentiator for brand loyalty and customer acquisition.
