SEO and gated content, though different in nature, are both integral aspects of a modern digital marketing strategy. The key lies in reevaluating what content is worth gating, redefining your expected outcomes, and how it fits within the broader context of an SEO-informed strategy. For many B2B brands, the strategic use of gated content remains a crucial part of their content marketing mix. Yet, this does not mean gated content is dead. And competitors downloading your content for their own purposes aren’t your target audience either. Users are not above providing ‘grey mail’ or fake email addresses to gain access to your ebook or white paper. Moreover, the information collected through lead capture forms is not always useful for identifying leads without further work. A survey of B2B tech buyers by LinkedIn showed that only 25% were willing to exchange their details to access content. Today's website visitors expect to access valuable information without the barrier of a lead capture form. Gated content, traditionally a powerful tool for lead generation, is seen by some to be losing its impact. It’s time to rethink gated content to ensure it delivers value to customers and publishers.Ĭustomer expectations have evolved.
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