The 3 W’s of Gated Content
To gate or not to gate that is the question. There’s a time and a place for gated content, and knowing when and where can be challenging.
Take a step back and look at your customer’s buying journey. Placing high-quality content in the palm of their hands is not about if your content should be gated but more about your end goal for the piece. Gated content can be a vital asset to nurturing a customer. Knowing the ins and outs of it gives you a more holistic view for deploying an optimized content marketing strategy tailored to your audience.
What elevates one piece of content to become 'excellent' vs. another that is just plain old vanilla 'good'?
Some people would argue that it's based on audience feedback. Some would say the content has to have met or included best practices - technical merit and delivery of the mechanics. And still others would say return on the investment, (in other words did the piece of content deliver the desired results), is the only thing that matters. What are your thoughts?
In a recent blog post by one of my partners, Blake Eckert, related to the 2018 marketing trends to watch, he mentioned content marketing is still among the top 3 priorities cited by B2B organizations. Did you know that 45% of marketing budgets are spent on content? Not advertising, not tradeshows. But rather generating valuable content for their target audiences. To put this in perspective, that represents several billion dollars in annual spend.
Traditional B2B marketing has focused heavily on corporate communications and product marketing. So many organizations are still trying to understand what it means to focus on content marketing.
Welcome to 2018! Learn about some of the major innovations and trends in store for B2B marketers this year. Some trends we can expect are in their infancy, while other are brooding and reaching maturity, but one thing is for sure, they each have implications to how we will create, strategize, and implement our marketing initiatives in 2018 and beyond.
A lot has been written about what product managers do or should do. In fact, at the top of their To-Do List is pretty much everything. It's a complex job. Misconceptions about the role are common, and often PM's are the victim of being called names that only partially describe their contribution. By contrasting the PM role with other jobs that are frequently mistaken with product management, we can help clarify some of the confusion and can offer greater understanding of how their role is a benefit to the organization.
