When You Gate Content, You LOSE Control

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Gating, or requiring a prospect to fill out a form before receiving valuable content, is touted as a way for the company to control the journey. Once the company knows who the prospect is, they can interact with the prospect more meaningfully. The company can’t do that if the content is downloaded by unknown prospects.

There’s only one problem with gating:

Gating introduces friction.

And even if you avoid long fill-in forms for your gating activity, it’s still a hurdle that your prospects have to cross. And they may not want to do it.

Let me give you an example: Assume you want to know all about Bredemarket.

• So I provide a 20 page brochure entitled “All About Bredemarket.” But before you can download that brochure, you have to provide your name, email address, and anticipated purchase date.
• Meanwhile, my fierce competitor offers a 20 page brochure entitled “The Truth About Bredemarket.” But my competitor is unfortunately intelligennt and offers the brochure to anyone who wants it, without requiring a scrap of information.

If you’re a prospect and don’t know what you want to do, which of these two brochures will you acquire first?

The one that’s easiest to get, which is my fierce competitor’s brochure.

In this case, this means that my competitor will shape the message about Bredemarket, not me. And I don’t think my competitor will praise me as the best product marketing consultant.

So I usually don’t gate. Heck, I even publish my prices publicly.

[If someone] requires white paper or other services from Bredemarket in the future, there are multiple options:

• Work with me on an hourly basis at the $100/hour rate.
• For text between 400 and 600 words (short writing service), I can bill a flat rate of $500.
• For text between 2800 and 3200 words (medium writing service), I can bill a flat rate of $2000.
• We can work out a flat rate for different lengths if needed. 

(Yes, I publish my prices. If you need a 2¢ per word writer, look elsewhere.)

Which means that some of your questions are already answered BEFORE I question you about your needs.

If you have other questions about what Bredemarket does, and how to set up a free meeting with me, go here.

Stop losing prospects! Use Bredemarket content for tech marketers

Or download this, no questions asked.