What you Need to Know About Ungating Content Offers
Ungating your Content offer is not about removing the gate. It’s about rethinking the entire customer journey. What do people consume within that piece of content that is now freely available (do we need to make changes?) and how do we continue to educate people after they’ve consumed a piece of content?
Our co-founder and CEO, Brian Cohen talks about this topic in this short video. Be sure to watch till the end and subscribe to our YouTube channel.
Author bio
I build businesses, brands and people by creating unique experiences that make a positive impact. I take prospects from thinking “what is this?” to saying “I need this!”
Brian Cohen is also the Co-Founder and CEO at StoryLab.ai. You can find more info about Brian on LinkedIn.
Video transcript (auto-generated)
Ungating content isn’t just about turning off a form and allowing people to freely download your content and just wait you, wait and you hope for somebody
to turn into an opportunity, request a demo, or a contact us form with your company.
What we’re really trying to get at here is a process of making it freely available for someone to consume the information that you have. They can educate themselves. We have this notion sometimes in marketing that we should be able to educate our prospects 80% of the sales cycle. So if we have that in mind
what can we offer and what can we give them to educate themselves and allow themselves to feel ready to talk to a salesperson?
But we can do that by also aligning the rest of the journey. What does it look like after they consume that information? What are we doing within that content to drive them in the right direction? What are we doing after that piece of content to set them up for success?
So if we look at what the entire journey through that content is versus just whether or not we gate a piece of content, it’s going to be a much better experience for our prospect.
Other Demand Generation books, articles, and videos
Demand Generation Book
Demand Generation Articles
- What is Demand Generation
- Lead Generation versus Demand Generation
- Demand Generation shift to education with content
- Inbound Marketing Strategy Ultimate Guide
Demand Generation Videos
- Ungating Content Does Not mean Deleting all Forms on the Website
- What does Conversation Generation mean in Demand Generation
- The Important Categories of Demand Generation
- Demand Generation is a Team Sport, not a Job Function
- What you Need to Know About Ungating Content Offers
- Shifting from Collecting Contact Information to Demand Generation
B2B Buying Videos
- B2B Buying Process — How do you like to get Aware of Software Vendors?
- B2B Buying — How do you Like to Learn about Software Vendors
- B2B Buying — What should Software Vendors Include on their Website
- B2B Buying — How Not to get Marketed to by Software Vendors
- B2B Buying Process — What Information do you need from a Software Vendor’s Sales Team
- B2B Buying — What information would you like from Marketing VS Sales
- B2B Buying — Do you dislike talking to more than 1 salesperson
- B2B Buying — Talking to sales getting paid a full salary VS commission
- B2B Buying — The Ideal B2B Marketing / Sales Model
- B2B Buying — Refocusing Efforts From Sales to Marketing
Originally published at https://storylab.ai on December 23, 2022.
