Why not gating for content

Content marketing is all the hype in inbound marketing.
The problem is how to benefit from the content you have produced?

Registration is a transaction payment

Most websites require to register with your name and email address for download of white papers, presentations or valuable information in order to be able to follow-up afterwards.
This registration is a transaction payment: they have to pay with their identity.
However instead of gathering useful contact information most people will use a bogus web mail addresses in order not to pay with their identity. Their main goal is to deviate the expected marketing stream of emails into this account which they never really check upon. At the same time they also avoid getting interrupting sales calls from your salesmen.

Unfettered access gives deferred lead

On the other hand by allowing unfettered access to your valuable content it might seem you have lost this lead and you have no marketing tools to follow-up.
However it is likely the person will read your content, think it over, keep it in mind. We could call this a deferred lead, still having the potential to become a lead.

Content distribution has more value

If it is valuable and suiting content it is likely he will pass it on to one or more persons. This distribution of your content is very valuable – it has probably more value than having the email address of the person who has downloaded it as your content and brand name are getting exposure.

Customers’ networks

Even your customers have a need for information and updates.
If you gate for the content then they know they will receive a phone call from a salesman trying to get a meeting. If instead the information is free to download your content will flow freely into your customers through a different network of contacts than those reached by your newsletter.

Real leads with real demands

People who do register and have no demand or are not in charge or not influencers, like students, teachers, have also no value for your company. It is a waste of time and effort to contact them afterwards and an overload to manage your CRM system or email data base.

The real leads who have been able to consume, process and re-use your content will come back as:
– They have a real need
– You have made an impact on them with your valuable content
– The ease of getting the content really helped them giving some gratitude
They will act upon and call you.

Safety net

Website visitor identification services – which are like Caller Display of your website – are a safety net as they will provide you with the company names that have visited and downloaded your content. These services will allow you to address these companies using your normal outbound marketing methods.

Do you gate your content?
How many leads does it generate?


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