Newsletter | June 2, 2021

06.02.21 -- Let's Talk About Content Gates In B2B Marketing

 
     
 
     
 
  In This Issue:  
 
     
 

FROM THE EDITOR

 

Ann Handley says, explains, "Marketing used the presence of a gate to communicate value: 'This is so valuable that I need something in exchange for it.' And the email address was a fair trade." But, she continues, "The problem is that too many bad players have exploited that exchange."

 

That, in a nutshell, is why none of the content on the Follow Your Buyer website or in our newsletter hides behind a gate. None. Nada. Zip. Zilch.

 

I like to think our content is valuable. But I also think it serves a higher purpose to help B2B sales and marketing peers (not to sell to them). And helping does not jive with gating.

 

Thanks for reading,

 

-Abby

 

Abby Sorensen

Chief Editor | Follow Your Buyer

asorensen@followyourbuyer.com
 


 

     
The Engagement Engine: An Exercise For Content Marketing Success
 
 

Speaking of gates, this previously lived behind one. Why? Because the Follow Your Buyer team considers it the formula behind our secret sauce. So here it is, ungated and ready for immediate consumption. Consider it a framework to fueling sustained growth by linking marketing with market opportunity via long-term, strategic thinking.

 
 
 
 
     
Creating Content Is Half The Battle (But It Doesn’t Win The Buyer Attention War)
 
 

Put yourself in a buyer’s shoes for a second. Would you want to hand over contact information just to download a white paper? It depends. The more information you ask for, the less your buyer wants to give. They’ll jump through hoops to remain anonymous. That leaves you with two less-than-ideal options.

Behind door number one, you can gate content. That likely results in a high abandonment rate or inaccurate/incomplete contact information from the few form fills you do get. Behind door number two, you can make your content freely available. You’ll get more eyeballs because buyers can remain anonymous, but you’ll lose out on valuable data on who your potential buyers are.

 
 
 
 
     
So You Want To Be Your Own Publisher…
 
 

Skip ahead to point #2 in this article, which states: Buyers are stingy with their contact information. We’ve all been there, entering our dog’s name and a fake email address just to see if a white paper will instantly appear without the repercussions of daily spam emails and weekly SDR voicemails. It’s not that your buyers aren’t interested in your latest and greatest content. It’s just that they aren’t interested enough to trade their personal contact information in exchange for accessing that content.

 
 
 
 
     
     
 
B2B Marketing Around The Web
 
Should You Ungate Your Content In 2021?
 

Ann Handley says, "Marketing used the presence of a gate to communicate value: 'This is so valuable that I need something in exchange for it.' And the email address was a fair trade." But, she continues, "The problem is that too many bad players have exploited that exchange." Her post is a must-read if there ever was one shared in this Follow Your Buyer newsletter.

 
 
B2B Marketers Need To Update Their Thinking On Gated Content
 

Greg Zakowicz, now director of content at Omnisend, penned this article for Grow Wire way back in 2019. He explains, "With so much gated content and organizations so aggressive with follow-ups like marketing emails, anecdotal evidence shows audiences are becoming more selective about the gates they choose to enter." Later in the article, he admits to something B2B marketers don't like to think about, "When filling out a gated content form, I often provide my alternate email address (along with a false name, address, etc.)."