Why You Might Want To Leave Your Content Ungated – David Baker
“My goal is to have you reevaluate your instinctive decision to gate your content (i.e., put it behind a form that the prospect must complete in order to get access to it).
The default is always to gate it: this gives you additional information on the prospect, painting a “progressive profile” that tells you two things: where is the prospect in the funnel, and thus how might we move that prospect further down, closer to an actual purchase of some type.
In my world, for instance, if a prospective client clicks a link or two related to a particular service, and then later visits that service offering page, maybe it makes sense to send them an automated email suggesting that they buy it? Or if someone consistently expresses interest in financial management topics and I have an event coming up on that subject, maybe I should suggest that they attend?”