Lead Generation Through Gated Content [podcast]
So, this is a controversial topic. Should you use gated content or leave it open on your website? What about with lead generation? Well, there are a lot of differing opinions on this matter, but one rings true above all else. You have to understand your audience.
What Content Your Buyers Want
When focusing on lead generation, the content you promote needs to stand on its own. It needs to have an immediately present value that drive interest and thought leadership around your solutions. If done correctly, using gated content can be a huge difference maker for your lead generation strategy.
That being said, one question you’re probably asking yourself is “why does it matter if I hate my content or not?”. The answer is simple. Using gated content for revenue focused campaigns, like lead generation, has the ability to show immediate results. You can capture leads quickly with the form fills and start tracking conversion rates and metrics. This practice provides the ever elusive goal of predictable revenue- and your business executives/ investors really like to predict revenue if they can.
Luckily, you don’t have to go on this journey alone! We recently recorded a podcast with PureB2B’s president Chris Rack, and Blue Prism marketing manager, Lisa Hackbarth. They talk all about when to gate your content and why. Check it out here!
Questions we cover in this episode:
- What is your experience with gated content in your role?
- How have you approached/ are you approaching content generated leads?
- Talk about your experience nurturing leads and how it pertains to content.
- Any recommendations on types of content that perform well in marketing?
- Would you recommend gating content? Why or why not?
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