In B2B marketing, the debate over gating content versus not persists. As revenue marketers, our primary focus is to create delightful experiences that address pain points and ultimately drive high-quality leads through the buyer’s journey. Rather than getting caught up in the gate vs. do not gate discussion, I recommend staying laser-focused on understanding the dynamics of the buyer’s journey and delivering value-add content that is appropriate at every stage.
Consider the significance of the content that you’re producing and when it begins to add value to the prospects’ journey. Gating artifacts that provide in-depth insights can be considered an equitable exchange between you and the prospect and worthy of gating.
However, not all content is created equal and warrants gating. Blog posts and podcasts, for example, serve as catalysts for provoking interest in the early stages of the buyer’s journey. Gating such content may deter those who are still in the exploratory phase. Instead, I recommend aligning ungated content to the buyer’s journey which will ultimately pave the way for deeper engagements down the line.
As revenue marketers, it’s imperative to ask ourselves critical questions to refine our approach:
- Conversion Rate Analysis: What are the existing conversion rates, categorized by content type and funnel stage? Understanding these metrics provides insights into the effectiveness of your content and allows you to optimize accordingly.
- Target Audience Alignment: Do the leads generated align with your demographic and firmographic target criteria? Ensuring that your content resonates with the right audience segments enhances lead quality and accelerates the sales cycle.
- Buyer’s Journey Mapping: Have you mapped your buyer’s journey to understand what your prospects are thinking, feeling and doing across each stage of their journey? This will allow you to understand which content and channels your buyers prefer at each stage of the journey and ultimately uncover your buyers’ unmet needs to craft messaging that speaks to points of desire.
- Consideration of Gating Cons: Have you weighed the drawbacks of gating content, such as potential impacts on SEO, brand perception, and site traffic? Balancing the benefits of lead capture with the broader marketing objectives is essential for long-term success.
The debate over content gating should be framed within the context of the buyer’s journey. By aligning content strategies with the needs and preferences of your target audience, revenue marketers can effectively drive high-quality leads and foster meaningful engagements that propel business growth.
Reach out to us to start optimizing your B2B marketing strategy. Let’s align your content with the buyer’s journey for high-quality leads and growth.
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About Elli
Elli is a B2B revenue marketing consultant and seasoned practitioner with a passion for driving results in today’s competitive landscape. With years of experience under her belt, Elli advises clients across diverse industries, offering tailored strategies to maximize their revenue potential. While Elli’s expertise spans various sectors, she holds a special place in her heart for financial services, where she has honed her skills and developed a deep understanding of the unique challenges and opportunities within the industry.
Driven by her commitment to delivering practical outcomes, Elli combines data-driven insights with a keen understanding of market dynamics to help her clients thrive in a dynamic environment. Her strategic approach and dedication to excellence make her a trusted partner for companies seeking to elevate their B2B marketing efforts and achieve sustainable growth.
