Unlocked versus Hidden Content: Simplifying Lead Generation

Unlocked versus Hidden Content: Simplifying Lead Generation

In the digital realm of B2B marketing, the debate between ungated and gated content continues to be a hot topic. Each approach offers unique advantages and potential drawbacks, and understanding these differences can help marketers make informed decisions.

Ungated content, as the name suggests, is any online resource that users can access freely without submitting personal details or filling out a form. This type of content focuses on building brand visibility and trust, attracting broader audiences, and encouraging social sharing without creating friction. According to data, 83% of B2B marketers focus on ungated content to boost brand awareness. Ungated content offers open access, allowing anyone to view, share, and interact with it without restrictions. This approach can drive broader engagement, leading to potential conversions later.

On the other hand, gated content demands more production investment because the asset needs to feel substantial enough to warrant form submission. This content is typically hidden behind a form requiring users to provide their contact information. This strategy helps filter for more engaged and interested prospects who are willing to exchange their contact details for valuable content. Leads from gated content in B2B marketing generally have higher conversion rates compared to leads from other sources.

However, the rate of conversion from initial visit to lead capture is often under 3-5%. When gated content conversion rates drop below about 3%, companies sometimes ungate the content to increase lead volume and accelerate the sales cycle. For instance, Drift experienced a 15% increase in net new leads by removing the gate. This suggests gated content conversion rates can be relatively low but produces more qualified leads, whereas ungated content may attract greater traffic but with lower lead quality and a potentially longer sales cycle.

Regular audits of content mix help identify which assets perform best, ensuring gated and ungated strategies stay relevant and deliver maximum ROI. Combining both types of content helps marketers guide users through the entire buyer journey, from initial awareness to conversion. Gated content typically captures leads that are closer to making a decision, producing more sales-ready contacts.

Smart marketers mitigate the risk of users submitting incomplete or inaccurate information by using progressive profiling or validating form data through automated tools. Relying too heavily on gated content can lead to missed opportunities for traffic growth via SEO.

In summary, gated content tends to deliver fewer but more qualified leads through the sales funnel than ungated or other content sources, but the rate of conversion from initial visit to lead capture is often under 3-5%. Ungated content can increase traffic and lead count but may dilute lead quality and reduce immediate conversion efficiency. By understanding the strengths and weaknesses of each approach, marketers can create a balanced content strategy that delivers the best of both worlds.

References:

1. Conversion from content-driven leads: 2-5% of visitors (B2B SaaS) [1]
2. Recommendation to ungate if conversion is below 3% and success of ungating in increasing lead volume by 15% (Drift example) [2]
3. Gated content provides qualified leads by exchanging value for contact data but can deter some prospects if the gate is too high [3]
4. Gated content converts leads to sales-qualified status at 36% higher rates than other sources.
5. Gated content gives full control over access by requiring form submissions before users can proceed.
6. Ungated content is fully accessible to search engines, contributing to long-term traffic growth.
7. Ungated content attracts a wide range of visitors, including both high- and low-intent audiences.
8. Ungated content is generally quicker to create and easier to update regularly, making it ideal for brands publishing frequent articles, videos, or social media content.
9. Relying too heavily on gated content can lead to missed opportunities for traffic growth via SEO.
10. Gated content prioritizes lead generation while intentionally limiting organic visibility and immediate access.
11. In the realm of digital marketing, both gated and ungated content serve unique purposes in attracting and converting potential customers.
12. Ungated content, such as home-and-garden articles or retail lifestyle blogs, is accessible to anyone, helping to increase brand visibility and trust while encouraging social sharing.
13. Gated content, like smartphones reviews or technology whitepapers, demands form submissions, providing valuable leads that are closer to making a decision, such as finance industry prospects interested in gadgets.
14. Marketers in the retail sector might benefit from a balanced approach, using ungated content to attract a broad audience and gated content to gather high-quality leads more effectively.

Read also: