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*iN 28 – Why it’s not up to your readers to “pay” for your content.

With my summer break officially over, it’s time to get back into the swing of the newsletter. I didn’t officially take a break with it, but I see that the last one I sent was 2 months ago and I did take some time off, so let’s just go with that. Summer Break. 😁

Last week I wanted to try out a new website software app. I signed up, entered my credit card info, and started the free trial. (I also set a calendar reminder to cancel before I get charged for that first month.)

But the experience got me thinking about the gate question. That is, should you, a B2B tech company, gate your content?

Sure, you’re using your best stuff to attract qualified leads, but not all content is gate-worthy, right? I mean, it’s one thing to give up my contact info for a free trial, but to get a case study?

You’ve got it backwards

It’s up to you to prove to readers that the info is worth their contact info, not the other way around. B2B tech companies are the ones who have to prove that they provide value.

Readers will only give up their contact info when they’re satisfied by your value. You show that value by giving away information for free, without asking for contact information.

Which leads me to my next question…

What kind of content does your B2B tech company gate?

Okay, maybe more than one question, as that one leads to a bunch more for me:

  • Do you gate all, some, or none of your content?
    • And if you do gate some, how do you decide on what to gate and what to leave open?
  • Have you noticed a difference on the performance of the content you gate versus the one you don’t?

I’m curious to hear about the performance of your gated content, so hit Reply and let me know.

Thanks for reading.


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