Post by huangshi715 on Feb 15, 2024 0:57:16 GMT -8
As conversion-driven marketers, we’re always on the lookout for ways to improve the results of our campaigns. Most of us follow the accepted practice of putting high-value content — usually an ebook or training series — behind an opt-in form on a landing page. But not everyone accepts this as best practice. Some marketers, such as David Meerman Scott, believe content should be freely accessible because it results in more downloads and better brand perception. Part of the reason the content gating debate remains unsettled is that it’s hard to conclusively test gated campaigns against their ungated counterparts.
Comparing campaigns that are structured so differently with different KPIs Papua New Guinea Email List can feel like comparing apples and oranges. Should content be left ungated, or is gating content a necessary evil? If so, is it possible to create a content gate that doesn’t turn people away? Here are some strong arguments from either side of the debate – and some tried-and-true gated content campaign optimization tips. To Gate or Not To Gate? 4 Marketers Weigh In Mike Volpe – Gated content attracts qualified leads mike-volpeAs CEO of HubSpot, Mike keeps his eye on the bottom line.
He admits that fewer people download gated content. But he believes the people who fill out a form have essentially prequalified themselves and are, therefore, higher quality leads. For Mike, the debate essentially comes down to what data you value most. Is it views you’re after or qualified leads? “If I can get 100,000 people to see that page and I can get 28,000 people to fill it out, 28,000 contacts may be more valuable than even 50,000 people seeing the content. That is really what the debate comes down to. The question is what is the value of a view or a download versus someone who has actually filled out the form?“ Gating your content helps you identify qualified leads who want to be nurtured.
Comparing campaigns that are structured so differently with different KPIs Papua New Guinea Email List can feel like comparing apples and oranges. Should content be left ungated, or is gating content a necessary evil? If so, is it possible to create a content gate that doesn’t turn people away? Here are some strong arguments from either side of the debate – and some tried-and-true gated content campaign optimization tips. To Gate or Not To Gate? 4 Marketers Weigh In Mike Volpe – Gated content attracts qualified leads mike-volpeAs CEO of HubSpot, Mike keeps his eye on the bottom line.
He admits that fewer people download gated content. But he believes the people who fill out a form have essentially prequalified themselves and are, therefore, higher quality leads. For Mike, the debate essentially comes down to what data you value most. Is it views you’re after or qualified leads? “If I can get 100,000 people to see that page and I can get 28,000 people to fill it out, 28,000 contacts may be more valuable than even 50,000 people seeing the content. That is really what the debate comes down to. The question is what is the value of a view or a download versus someone who has actually filled out the form?“ Gating your content helps you identify qualified leads who want to be nurtured.