Welcome to a content revolution! In today’s fast-paced digital landscape, engaging your audience and standing out from the crowd is more important than ever. Gone are the days when content gating was the go-to strategy. It’s time to explore a new approach that will take your marketing to new heights. In this blog, we’ll dive into why you should ditch content gates and embrace an open strategy that boosts engagement and accessibility and puts your customers first.
We live in a world where most people are constantly overwhelmed with content, and every company has a content strategy of some sort. The more valuable the content is to our audience, the more we want to move them through a nurture campaign to meet the Seven Touchpoints rule. These gates offer a way to create email lists and earn new leads – but will those leads be worthwhile?
Imagine you stumbled upon a captivating article or resource, only to find out you need to provide your personal information to access it. Frustrating, right? By eliminating content gates, you make your content accessible to all. This inclusivity fosters a sense of goodwill, trust, and loyalty among your audience. Plus, it encourages social sharing and referral traffic, expanding your reach and amplifying your message.
One of the primary goals of any marketing strategy is to captivate and engage your audience. Removing content gates creates a seamless and frictionless experience for your users. They can dive right into your content without any barriers, increasing the likelihood of them staying longer, exploring more, and taking desired actions. Removing gates increases organic awareness, encouraging your customers and prospects to view you as a ‘one-stop-shop’ for valuable, low-pressure content. They’ll create a few of your seven touchpoints for you!
Have you seen success garnering leads with content gates but are unsure of the quality of the leads? Consider making the full content available on a webpage while requiring a form entry to download and save a PDF version of your content. This way, you know any lead garnered is already lukewarm – they’ve voluntarily given you their information after reviewing your content, thus building a level of connection and trust that pre-gated content does not allow. Check your website conversion rates. Your content should not have an up-front gate if you’re not meeting at least 3% conversion.
Your customers are the heart and soul of your business. Putting them first should always be a top priority. Content gating can create a disconnect between you and your audience, making them feel like mere leads rather than valued individuals. It can also mean that the cold leads you’ve received aren’t very interested in hearing from you again. Removing content gates demonstrates a customer-centric approach, prioritizing their needs and desires. This builds stronger relationships, boosts brand affinity, and ultimately drives better results.
Content gating can inadvertently limit your marketing potential. It creates barriers that hinder organic growth and inhibit your ability to reach new audiences. By embracing an open content strategy, you unlock a world of possibilities. You tap into the power of search engines, maximize your SEO efforts, and position yourself as a trusted authority in your industry. With no gates holding you back, you can soar to new heights and achieve remarkable marketing success.
The era of content gating is coming to an end. It’s time to join the content revolution and embrace an open strategy that boosts engagement and accessibility and puts your customers at the forefront. Removing content gates will unlock your marketing potential, foster organic growth, and build strong relationships with your audience. Contact us to learn more about content marketing, traditional public relations, and how to uniquely position your B2B company in today’s ever-changing landscape.
Liz Rouech is a Senior Account Executive at Mulberry Marketing Communications, an award-winning full-service B2B communications agency based in Chicago, London and Australia. She is passionate about the art of business communications and enjoys helping her clients improve brand perception in their unique industries.