We’ve all experienced this before: we visit a website, and a pop-up showcases a whitepaper or e-Guide that we can download or have emailed to us if we provide our first name and e-mail address. This is how most businesses use content to build their e-mail marketing lists, which comprise of leads they can nurture over time towards conversion into a sale or appointment with a sales person. In marketing automation parlance, it’s known as “gating” your content.
Should you do the same with your firm’s website? Or should you provide such content for free, without requiring a visitor’s name and contact information? After all, if your content is free, then anyone (including your competition) can download it without your having captured their name and e-mail address. To some, this is a lost opportunity for building your e-mail list and nurturing a prospective client towards becoming a paying client.