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If You Give Away Your Best Content, Your Business Will Grow by 290% - QuickSprout

If You Give Away Your Best Content, Your Business Will Grow by 290% - QuickSprout | The MarTech Digest | Scoop.it
I’d like to point out a handful of specific benefits:

  • It’s one of the best ways to nurture leads. According to Marketing Sherpa, “73% of all B2B leads are not sales ready.”
  • You can position your brand as an authority. “45% of a brand’s image can be attributed to what it says and how it says it.”
  • It enables you to tell your brand’s story and convey your philosophy and values.
  • It reduces skepticism. “In 1997, consumers indicated that they had a high level of confidence in 52% of brands. By 2008 that percentage dropped to 22%.” This is a great way to slash through any doubts your prospects may have.
  • It’s an excellent way to educate consumers on your product’s features and the way it differs from the products of competitors.
  • You can address any objections that may arise.
Which types of content most influence buying decisions?:

  • White papers – 82%
  • Webinars – 78%
  • Case studies – 73%
  • E-books – 67%
  • Blog posts – 66%
  • Infographics – 66%
  • Third-party/analyst reports – 62%
  • Video/motion graphics – 47%
  • Interactive presentations – 36%
CYDigital's insight:

Give it away as a part of a larger strategy!

 

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A Guide to Gating Content - Uberflip

A Guide to Gating Content - Uberflip | The MarTech Digest | Scoop.it
In this blog post, we go through the pros and cons of gating content or leaving it un-gated and freely accessible. A decision tree shows the best way decide on gating a content marketing experience.
CYDigital's insight:

As recommended very recently, please consider the NYT/WaPo model where a certain number of pieces are available, and beyond that requires an email.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here.

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

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To Gate or Not to Gate: Which is Best for B2B Content? - TechnologyAdvice

To Gate or Not to Gate: Which is Best for B2B Content? - TechnologyAdvice | The MarTech Digest | Scoop.it
Merits of Free Content

  • more inbound links
  • builds brand awareness
  • promotes social shares across platforms
  • higher quality score for landing pages from page ads (which can lead to better ad placement)
  • higher page rankings from in-depth and informative content
Merits of Gated Content

  • increases inbound leads
  • self-qualifying customers for sales teams
CYDigital's insight:

Just don't give away the family jewels.

 

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marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

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Behind the Form: Should Content Be Gated? - Business.com | #TheMarketingTechAlert

Behind the Form: Should Content Be Gated? - Business.com | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Basic/ Digest...


While a steady income of potential sales may tempt you into gating every piece of content, prominent strategists discourage this move for the sake of brand awareness. Easily accessible content is more likely to be shared through social and email channels, thus building awareness and trust.  And since content behind the gate is rarely optimized for search engine preferences, delivering products without a barrier can lead to better ranking, more inbound links, and added site traffic.

 

On the other hand, form-free content may harvest an exponential amount of site visits and fresh faces, gating content with lead forms will be a realistic requirement for B2B companies with the lead gen marketing goal. Logic has it that those who fill out a lead form are further along in the buying process and deemed qualified to speak with a represented or move forward in making a purchase. And, research agrees with this buyer’s intent.

 

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CYDigital's insight:

The solution: staged gating. See the adjacent graphic, which is Marketo's approach. TOFU and BOFU are not gated, but the MOFU is gated. The ungated TOFU draws in potentials, while the MOFU visitors are culled.

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