Offer valuable resources like PDF files as gated content to have more prospects sign-up.
B2B brands that are indecisive about whether to keep their content gated or make it accessible to everyone must first evaluate their content marketing objectives. Don’t gate content that’s designed to attract top-of-funnel audiences, drive awareness, and augment thought leadership.
Gating content is recommended for B2B marketers that are creating content for the mid-to-bottom funnel to educate consumers, generate leads, and inform prospects' buying decisions. However, given the abundance of free content available online, marketers must provide value to users before asking for their contact information.
When publishing ungated content, leverage influencer marketing strategies to create compelling content that can be linked to by other B2B thought leaders to promote them. Creating interesting content for top-of-funnel marketing can help brands entice prospects.
[5 minute read]