To Gate or Ungate Content, That is the [Marketing] Question

To gate or not to gate, that is the question.

Should prospects cough up an email address to access content?

It’s a question that I’ve asked many marketers in recent months.

And most of them believe that gated content is disappearing.

In theory, gated content is a great way to attract MQLs and justifying/quantifying marketing investments.

In practice, however, getting email addresses is increasingly challenging.

On the Marketing Spark podcast, Jonathan Bland suggests that marketers need to look at content differently.

Rather than it being about email farming, the focus should be brand awareness and funnel development.

“It’s about getting maximum reach,” Jonathan says.

The decision to un-gate can be a difficult pill to swallow but the digital marketing landscape has changed.

There’s so much good content that a company simply can’t afford to create a barrier or friction.