I have my views on what works and what doesn't - views that I haven't 'made-up', they come from first hand experience and by trying new techniques and tools.
When i read the headline 'Why Sales Should Be Involved in Writing Gated Content' I was intrigued, so I clicked and started to read....
The advice given, in my opinion, is way off the mark - think about it. You have a business and you would love more inbound, so you spend time and money creating content that no-on will actually read; whitepapers, e-books and guides get downloaded to a 'must read' file on our desktops and that's where they stay.
Getting someone to complete a form before accessing content doesn't give you a SQL (sales qualified lead) - SQL? A dumb acronym for having randoms give you their details - this isn't what sales people want. Form filling doesn't mean a buyer has progressed through the sales cycle!
CEB (part of Gartner says“57% of the purchase decision is complete before a customer even calls a supplier.”
That's 57%! 57% of the sales process has disappeared without you - hardly a hot SQL.
The article then goes on to ' un-gated content '
'Ungated content is completely free and doesn’t require the user to share any personal information in exchange for the content.'
The examples of ungated content include blog articles, interviews and case studies. Shoot me down if you want but surely - if you believe in your product, service or solution and it gives genuine value, why would you not be happy producing 'free' ungated content?
The definition of 'gate is:
...a hinged barrier used to close an opening in a wall, fence, or hedge.
Why would you want to put a barrier between your content and a potential customer?
At Digital Leadership Associates we produce lots of ungated content - everything is available to anyone at any time across multiple platforms. If someone is interested they will read more of our content, follow us, and when their interest grows they interact with us. Our marketing spend is zip!
Doesn't that sound better than hiding behind a gate?
Gated vs. Ungated Content When it comes to creating content, there are two ways you can distribute: You can “gate” the content behind a form, or you can leave it ungated and openly accessible. In determining whether to gate a specific piece of content, you need to consider the value you’re providing readers. What’s the Difference? Gated content requires users to share some basic contact information in exchange for the content. Example: A user shares his or her name, email address, company, and location in exchange for an article, infographic, e-book, and so on. The screenshot below is an example of gated content: