"How to" adds value to a brand

Many brands post free "how to" guides to help customers learn new skills or do a better job of buying and using products. Maybe you'll buy now, maybe you won't. The real added value is that the firm or brand becomes a trusted expert that you, the customer, can rely on, which is smart marketing for the long term.

No password or purchase is required, just a few clicks will bring you to a how-to site that teaches you something new and gives you a positive attitude toward the sponsor.

A few examples from different industries:

• Want to learn how to pack clothing to make the most of space in your suitcase and avoid crushing everything into a wrinkled mess? Louis Vuitton's Art of Packing guide demonstrates how to go about this, step by step. 
• Tesco can show you how to cook everything from lemon curd to sushi. Just click to see videos and tips, or search for recipes rated by consumer reviewers on a scale of 1 to 6 stars. There's even a food glossary for handy reference.
• Dixons wants to teach you tips for buying appliances and electronics so you'll be happy with your purchase. You'll learn how to decipher computer jargon, choose the right size TV or pick a washing machine that fits your family's needs.