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If you’re relying on gated content to generate leads, then your content marketing strategy is dependent upon a basic sales transaction. I give you my contact information and you give me some content. Obviously, you think this is a fair trade. The problem is, and let me just be blunt about this, I don’t.
Who, Even Are You?
Let’s start with the fact that I probably don’t know much about your company. One could argue, in fact, that my desire to learn more about your company is motivating my interest in your gated content in the first place. Either that, or I’m just casually curious. I mean, clearly your SEO is working. But just because I’ve arrived at your gate doesn’t mean I want to move in. Or, stated another way, being interested in sampling your content doesn’t equate to being interested in you. In Tinder-speak, just because I gave you an initial thumbs up doesn't mean I'm ready to hook-up. I’m just going to call it how I see it - I think you’re over-charging for your content....
is your white paper really free? Maybe it's time to rethink this part of your content marketing strategy says Kevin Susnan.