Marketing To Win

Ep 54 - Should You Gate Content? 3 Principles To Keep In Mind

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Should you really gate your content?

3 principles to guide your decision 👀:

  1. Does acquiring information from my contacts actually help them consume the content? Think live webinar... By getting the contacts information they have a better chance of actually attending.
  2. Am I gating it to hit a metric? Putting a form just in front of content so you can fulfill a number is a sign you're not thinking audience first.
  3. Are you promising to deliver over time? Forms that gate a single piece of content have fleeting impact. However, asking someone to sign up for a newsletter that delivers consistent value? That's a completely different mindset from the contact's perspective.

    4. In most cases, gating content will not help you distribute it, will not help your users consume it, and is a transactional way of thinking.

    So use gates appropriately.

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    Marketing To WinBy Michael Roberts