B2B marketing seems simple, but it is honestly brutal.
You are pushed and prodded to generate high-quality leads or come up with ways to get results. With the digital landscape evolving, marketers are increasingly relying on gated content as a powerful tool to attract, engage, and convert potential customers.
Gated content refers to valuable resources that are accessible only after a visitor provides their contact information, typically through a form on a landing page.
This strategy allows businesses to gather detailed information about their prospects, which is essential for nurturing leads and driving them through the sales funnel.
The importance of lead generation for B2B brands cannot be overstated. In fact, according to HubSpot, lead generation is the 3rd most important metric used when measuring the effectiveness of content marketing strategies.
You have to understand this stark difference between B2B and B2C lead generation. Unlike B2C transactions, B2B purchases involve longer decision-making processes, multiple stakeholders, and higher financial stakes.
In this blog post, we’ll delve into the intricacies of gated content and how it can be leveraged effectively for B2B lead generation.
What is Gated Content?
Gated content is a marketing asset that requires users to fill out a form before accessing it. Unlike ungated content, which is freely available to everyone, gated content serves as a gatekeeper, offering value in exchange for user information.
For example, this blog is openly accessible to everyone. So, this is an ungated content.
The types of information typically requested include name, email address, company name, job title, and sometimes more specific details like company size or industry.
Each of the types of gated content serves a unique purpose and appeals to different stages of the buyer’s journey, making gated content a versatile tool in the B2B marketer’s arsenal.
Why is Gated Content Important in B2B Lead Generation?
Gated content plays a crucial role in B2B lead generation because it facilitates the exchange of value between the marketer and the prospect.
For the prospect, the value lies in the content itself—insightful, problem-solving, and often exclusive information that helps them make informed decisions.
And for the marketer, the value comes from the information gathered about the prospect, which can be used to personalize follow-up communications and nurture the lead toward conversion.
1. Value Exchange: Quality Content for Contact Information
The concept of gated content is built on the idea of value exchange. Prospects are more likely to provide their contact information when they perceive the content behind the gate as valuable.
This content must be tailored to the needs and pain points of the target audience, offering solutions, insights, or tools that are not easily available elsewhere.
For example, a B2B company selling marketing automation software might offer an in-depth eBook on the latest trends in marketing technology. This eBook would be highly relevant to their target audience, making it worth the trade-off of sharing their contact details.
2. Effectiveness of Gated Content in B2B Lead Gen
The effectiveness of gated content in generating B2B leads is well-documented.
According to AngloContent, 76% of B2B buyers are willing to register and share information for white papers and eBooks, making them among the most effective types of gated content.
Moreover, Scoop Blog found that 80% of B2B content marketing assets are gated, highlighting the widespread use of this strategy in the industry.
Furthermore, gated content often results in higher-quality leads since those who are willing to exchange their information are generally more engaged and further along in their buyer’s journey.
A study by LinkedIn revealed that 70% of B2B marketers use content marketing to generate leads, with gated content being a key component of their strategy.
Types of Gated Content That Work Best for B2B
While there are various types of gated content, some are particularly effective in the B2B space due to the nature of the purchasing process and the type of information B2B buyers seek.
Here’s a closer look at the most effective types:
1. White Papers and eBooks: These in-depth resources offer substantial value by providing detailed information, research, and analysis on industry-specific topics.
White papers are often used to establish thought leadership and authority in a particular field, making them highly attractive to decision-makers looking for expertise.
eBooks, on the other hand, are more flexible and can cover a broader range of topics in a more accessible format.
2. Webinars: Webinars are excellent for engaging with prospects in real-time.
According to ON24, 76% of B2B marketers say webinars allow them to drive more leads, and 61% believe webinars are an effective tool for moving leads through the funnel.
They allow for interaction through Q&A sessions, polls, and live demonstrations. Webinars are particularly effective in B2B because they can address complex topics in a format that encourages direct engagement and immediate feedback.
3. Case Studies: Case studies showcase real-life examples of how your product or service has solved problems for other businesses.
They are highly persuasive because they provide proof of your product’s value and effectiveness. For prospects in the consideration stage, case studies can be a deciding factor in moving forward with your company.
According to a study by the Content Marketing Institute, 73% of B2B marketers use case studies as a content marketing tactic.
4. Templates and Tools: Offering practical resources like templates, calculators, or tools can attract leads who are looking for immediate solutions to their problems.
For instance, a B2B company might offer a marketing budget calculator in exchange for contact information. These tools are particularly effective because they provide immediate value and demonstrate your company’s understanding of the prospect’s needs.
HubSpot reports that interactive content like templates and tools can generate up to twice the number of conversions as static content.
How to Create an Effective Gated Content Strategy?
Creating a successful gated content strategy involves more than just throwing up a form on your website.
It requires careful planning and execution to ensure that the content resonates with your audience and converts effectively. Here’s how to do it:
1. Identify Your Target Audience
Understanding your target audience is the foundation of any successful content strategy. Begin by developing detailed buyer personas that outline the characteristics, needs, and pain points of your ideal customers.
Knowing what your audience values will help you create content that they are willing to exchange their information for.
According to MarketingSherpa, companies that define their buyer personas effectively see a 171% increase in marketing-generated revenue.
#TCCRecommends: How to build your ideal customer profile?
2. Content Creation Tips
When creating gated content, quality is paramount. Your content should be:
- Insightful: Provide new information or unique insights that aren’t readily available elsewhere.
- Actionable: Offer practical advice or steps that the reader can implement immediately.
- Relevant: Tailor the content to the specific needs and challenges of your target audience.
For example, if your audience consists of marketing professionals, an eBook on advanced SEO techniques would likely be more appealing than a basic guide on social media marketing.
3. Landing Page Optimization
Your landing page is where the conversion happens, so it needs to be optimized for maximum effectiveness. Key elements of a high-converting landing page include:
- Compelling Headline: Clearly state the value proposition of your content.
- Engaging Copy: Use persuasive language that highlights the benefits of your content.
- Strong Call-to-Action (CTA): Make your CTA button stand out and use action-oriented language (e.g., “Download Now”).
- Visuals: Include images or videos that complement the content and make the page visually appealing.
- Minimal Distractions: Remove navigation menus and other links that could distract the user from converting.
Unbounce reports that landing pages with fewer than 100 words convert 50% more effectively than those with more copy. Therefore, keeping your copy concise and focused on the value of your content is crucial.
4. Form Length and Fields
The length of your form and the information you request can significantly impact your conversion rates. While it might be tempting to gather as much information as possible, longer forms often result in lower conversion rates.
According to HubSpot, reducing the number of form fields from 11 to 4 can increase conversions by 120%. The key is to balance the quantity of information with the quality of leads.
Start with essential fields like name, email, and company name. As you build trust with the prospect through follow-up communications, you can request additional information in later interactions.
How to Promote Your Gated Content?
Creating great content is only half the battle—you also need to promote it effectively to drive traffic and conversions.
Here are some strategies to ensure your gated content reaches the right audience:
1. Email Marketing
Email remains one of the most effective channels for promoting gated content.
According to Campaign Monitor, for every $1 spent on email marketing, the average return is $44.
Use your existing email list to announce new gated content, and consider segmenting your list to tailor your messaging to different audience segments.
Personalization can significantly increase the effectiveness of your email campaigns.
#TCCRecommends: Take these tips to build your personalized marketing strategy.
2. Social Media
Leverage your social media platforms to promote your gated content. LinkedIn, in particular, is a powerful platform for B2B marketing.
According to the LinkedIn Marketing Solutions blog, LinkedIn is responsible for 80% of B2B leads generated through social media.
Share your content in relevant industry groups, and use LinkedIn’s sponsored content features to target specific demographics and industries.
3. Pay-Per-Click (PPC) Advertising
PPC campaigns can drive targeted traffic to your landing pages.
Use platforms like Google Ads and LinkedIn Ads to create campaigns that target keywords and demographics relevant to your content. Monitor your campaigns closely and optimize them based on performance metrics.
4. Search Engine Optimization (SEO)
Optimize your landing pages and content for search engines to drive organic traffic. Conduct keyword research to identify terms that your target audience is searching for, and incorporate these keywords naturally into your content and meta descriptions.
Additionally, consider creating ungated versions of your content (e.g., blog summaries or introductory sections) to attract search traffic and guide users to your gated content.
A study by BrightEdge found that organic search drives 53% of website traffic, making SEO a critical component of your promotion strategy.
5. Account-Based Marketing (ABM)
ABM is a highly targeted approach where you focus on specific high-value accounts. In the context of gated content, ABM involves identifying key accounts that would benefit most from your content and creating personalized outreach campaigns to engage them.
This could involve personalized emails, direct mail, or even personalized content tailored to the account’s specific needs.
According to ITSMA, 87% of marketers say ABM delivers a higher ROI than other marketing activities, making it a valuable strategy for promoting gated content to specific accounts.
#TCCRecommends: These are the key steps to nail your account-based marketing.
Measuring the Success of Your Gated Content
To ensure your gated content strategy is effective, you need to track key performance metrics and continuously optimize based on the data. Here are some metrics to consider:
1. Conversion Rates
Track the conversion rates of your landing pages to see how many visitors are filling out your forms. A low conversion rate might indicate that your content isn’t perceived as valuable enough or that your form is too long.
According to Sales Lion, the average conversion rate for landing pages across industries is 2.35%, but top performers achieve rates of 11.45% or higher.
2. Lead Quality
Not all leads are created equal. Assess the quality of your leads by tracking how many of them convert into paying customers.
High-quality leads are typically more engaged, have a higher likelihood of conversion, and align closely with your buyer personas.
3. Engagement Rates
Monitor how engaged your leads are with your follow-up content. Are they opening your emails, clicking on links, and engaging with your brand on social media?
High engagement rates suggest that your content is resonating with your audience. According to Mailchimp, the average email open rate for B2B companies is around 21.33%.
4. Content Performance
Analyze how each piece of gated content performs in terms of downloads, shares, and lead generation. Identify top-performing content and consider creating similar resources in the future.
5. Return on Investment (ROI)
Ultimately, your gated content strategy should contribute to your bottom line. Calculate the ROI of your content by comparing the cost of creating and promoting the content with the revenue generated from the leads it produces.
According to the Content Marketing Institute, content marketing costs 62% less than traditional marketing and generates about 3 times as many leads.
Common Challenges and How to Overcome Them
While gated content can be highly effective, it’s not without its challenges. Here are some common obstacles and how to address them:
1. Reduced Reach
Gated content inherently reduces your content’s reach because it is not freely accessible. To mitigate this, consider a hybrid approach where you offer some content ungated to attract a wider audience while reserving your most valuable content for gated access.
2. Content Quality
If your gated content doesn’t meet the expectations of your audience, it can damage your brand’s reputation and reduce the likelihood of future conversions. Invest in high-quality content creation, and ensure that your gated content truly offers value.
3. Form Abandonment
Long or intrusive forms can lead to high abandonment rates. To overcome this, test different form lengths and field combinations to find the optimal balance between information gathering and conversion rates. Additionally, consider implementing progressive profiling, where you collect more information over time rather than all at once.
Conclusion
A well-executed gated content strategy can be a game-changer for B2B lead generation. By offering valuable content in exchange for contact information, you can build a pipeline of high-quality leads that are primed for nurturing.
However, success requires a deep understanding of your audience, high-quality content, and effective promotion.
By following the strategies outlined in this post, you can create a gated content strategy that not only generates leads but also builds long-term relationships with your prospects.