In a previous post entitled Are You Over-Gating Your Content, we wrote that marketers need to be careful with over-gating content. Gating content is perfectly appropriate within reason. However, you need to have an objective for doing so. Otherwise, you could end up fueling the fire by defeating your purpose and driving potential leads away.
Case in point. The CMO Council recently produced a new study entitled Better Lead Yield in the Content Marketing Field. The study noted that while B2B buyers said the characteristics they most value in online content are breadth and depth of information; ease of access, understanding and readability; and originality of thinking and ideas, 50% said they disliked too many requirements for downloading content.
So, the next time you want to gate that piece of content, make sure you are doing so for the right reasons.
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