Content consumption has evolved and content is naturally expected to be available freely across industries. Also, enabling user’s web visit objectives by giving him information as quickly as possible is hygiene.
Competitiveness has changed the role of Thought Leadership to drive brand awareness for all major players in the B2B industry.
However for certain reasons like Lead gen objective is when content assets require a gate to access.
Commoditization of content, absence of original thoughts & ideas, content deluge, etc are challenges faced where exclusive and proprietary content is lacking.
Lead Gen is also a need for some but it will have to be smarter than having a gate on an asset.
What to do?
Strengthening the audience intelligence piece coupled with optimizing the Content Marketing using marketing technology will be needed. Especially to avoid deluge and importantly to stay relevant and top of mind.
Gating is a very selective process which values user's expectation of fair exchange of data.
- Selective gating by identifying right assets; use an approach like
- Yes for Gating: Quality asset - Level of original thought in the asset; Exclusivity & Depth of your expertize on the topic- content peices which user's value and which benefits them professionally & personally
- No for Gating: Non-exclusive information i.e. secondary research based assets. No original thought means not exclusive information.
Post the selection of an ideal gated asset, below must-haves need to be in place:
- Persona: Research & identify the right personas you want gating to be exposed to
- Design: Go for Conversion Centered Design
- Content: Micro content pieces - Ensure interesting pre-content & related content with every gated asset; Smarter content pieces - quick bites and one leading to another. Optimization is another consideration to keep in mind
- Form: Use of Progressive Profiling forms which are quick for the user; if content is really benefitting the user, he/she will come again, use his/her next visit for some more details. Social Logins are preferred
- Time Bound: Gating for a very limited time period i.e. 3-6 months maximum
- Introduction of nurturing programs keeping context and user's preference in mind. No carpet bombing
- Test & Iterate - everything, Design, Content, Form.
There are multiple such approaches when you consider gating as essential. However, Lead Gen is eventually a by-product of compelling content.
