Gated content requires users to fill out a form or subscribe before accessing an article or white paper. This is a common lead generation tactic that helps brands gather valuable information about their targets.Sales and marketing teams that follow this content strategy can interpret the effort required to access the content as an expression of purchase intent . They then direct it toward the sales funnel .Marketing poland whatsapp number data teams typically choose to protect content they consider to be of high value. Ebooks and webinars are the most commonly used forms of protected content. Protecting a blog post behind a form, for example, wouldn’t yield good results: not many people would agree to exchange their information for a simple article… even for the modest sum of zero euros!
What is unprotected content? What is protected
Unprotected content, or ungated content, is content created for free access to all visitors, without any barriers or obligation to provide personal information.
However, while the difference between gated and ungated content is very simple, digging into the logic of these two types of content reveals a schism at the heart of B2B marketing .
Gated content generally follows the lead generation school of creating a one-page website: how to create a one-page website thought, while ungated content is a core tenet of demand generation content strategy . Demand gen is precisely how we approach marketing at Cognism!
What is demand generation?
Demand generation is Cognism’s preferred B2B marketing strategy. It involves increasing awareness and demand for your offering. Using self-access content, the goal is to expand your audience and generate interest in your brand.
It’s an approach that allows potential buyers to engage with your brand at their own pace, without friction.
It values the target’s stated intention, such as a demo request, rather than the assumed intention, such as downloading an e-book.
While still geared toward generating leads and growing the sales pipeline, demand generation takes an indirect route.
Gated content vs. Ungated content
In lead generation, gated content is the initial stage of the sales funnel. You generate leads by offering gated content in exchange for the visitor’s information.
A name and email address are still the minimum data required to unlock access to content, but some companies ask for additional information like company name, job title, and purchase intent, sometimes even budget. Some even refuse anyone who doesn’t use the company email address! These companies want a limited number of perfect prospects.
Leads are potential buyers who provide their contact information to learn more about your offering. Targeted marketing materials can guide them and move them through the funnel until they make a purchase.
But is protected content still effective?
Why protect content?
One of the main reasons remains lead generation.
By adding a barrier to protect the coveted information, visitors are more likely to provide their information. Because they’ve agreed to provide it, businesses contact lists can use this marketing data to strengthen their strategies.
For example, with contact details you can bring a prospect into a targeted campaign .
Additionally, gated content can help qualify leads . If a user is willing to fill out a form or provide information to access content, it can indicate a higher level of interest in the brand and its offering. This can help sales teams prioritize leads and focus their efforts on those most likely to convert.
Another reason to offer gated content is to boost traffic and engagement. By offering exclusive gated content, businesses can encourage users to provide their contact information to access it. This can increase website traffic and engagement,