CONTENT THERAPY

Has gated content lost its magic?

It’s a possibility some B2B marketers are already thinking about

Photo by Rodion Kutsaev on Unsplash

Welcome to Content Therapy, a Better Marketing column on anything and everything content.

In the past, I’ve happily followed the methodology and principles of inbound marketing (perhaps most famously promoted and embodied by the folk at HubSpot). You could say I was a bit of a ‘fan girl’; the internal voice advocating for its use in whatever marketing team I was in.

As it happens, the general ‘ethos’ behind inbound has always sat rather well with me, because it’s an approach that encourages:

• Interactions with your audience that involve providing them with valuable content rather than content that’s disguised as a pushy sales pitch.
• A different attitude from marketers (and the wider organisation) towards their audience. You don’t go on about your brand or your product/service— instead, you focus on the needs of your audience.
• A more targeted approach to delivering content; serving up the right content, to the right people, at the right time.
• More careful consideration about what content is created in the first place.