Stacking Growth | The B2B Marketing Podcast
4 - Why Are We Still Gating Content?
Jan 11, 2022
Tory Kindlick, Director of Demand Gen @ Refine Labs, discusses why gating content is becoming less effective and offers alternative approaches. He emphasizes the importance of putting buyers first and monitoring performance data to gauge content success. Tory provides insights on measuring content consumption, improving metrics through ungating content, and the importance of strategic content distribution.
26:03
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Quick takeaways
- Gated content no longer benefits buyers and ungating requires careful planning and evaluation.
- After ungating, marketers can focus on new indicators like content consumption and revenue to measure success.
Deep dives
The Problem with Gated Content
Gated content, which requires users to provide personal information in exchange for access, is no longer effective in today's buyer-led digital landscape. It primarily benefits marketers and sellers, without providing much value to the buyers.
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