On the whole ‘un-gate all the things’ trend going on at the moment

O

You might have seen posts like this one from Drift where companies discuss their amazing new idea about un-gating content ie no more forms to be filled out in order to access ebooks and the like. There’s a follow up here, and then an Inbound.org discussion where other marketers chime in.

A few thoughts:

  • if this works for Drift, that’s great, but don’t assume it will work for you
  • for Drift the exposure they’ve gained from their article is likely producing tons more signups than any of their forms for content assets ever would have, so it’s a nice campaign they’ve put together here. But don’t assume it will work for you
  • MailChimp did this ages ago as well, and have had a lot of success. But they are a huge brand, so don’t assume it will also work for you
  • David Meerman Scott has been offering free, un-gated ebooks for close to a decade (get them here) and it very effectively builds his personal brand, but don’t assume it will work for you
  • If you offer a free trial for your product, then un-gating everything else might work for (ie don’t get in the prospect’s way)
  • But if you offer a high-end product with a long sales cycle, then don’t assume it will work for you
  • And if you offer a consulting service that works well with a nurture sequence, then don’t assume un-gating all your content assets will work for you

Ultimately it’s about value. If you offer something unique and compelling enough, then asking for an email address is a fair trade. Giving it away for free might actually work against you – your reader might de-value not only the content, but your overall offering as well.

Think carefully before suddenly changing your lead generation strategy.

1 comment

About Craig

I'm the co-host of HubShots and the CEO of XEN - helping mid-large B2B companies with their digital marketing and lead generation.

Craig Bailey

Archives

Posts