Should You Lock Marketing Content behind Forms?

August 15, 2016

Executive Summary

It's estimated that 91 percent of B2B marketers are using content marketing, and they now spend 33 percent of their marketing budgets on it, up from 26 percent in 2012. More than half see higher expenditure ahead.

With all this investment in content, is it better to leave content free or lock it behind forms in order to generate leads? The question is more complicated than you may think. According to marketing strategist and author David Meerman Scott, free content gets 20 to 50 times more downloads than content that requires the visitor to fill a form with their contact information to gain access (i.e. "locked" content). However, there are other considerations in favor of locking content. Placing content behind a form practically guarantees you will net some leads.

This paper lays out the benefits and challenges around locking content or keeping it free, with examples of how the software vertical is handling this issue in practice.

Click the link to the right (or at the bottom of the screen on mobile) to download the full PDF.

Source

"Should You Lock Marketing Content behind Forms?" Brightinfo, 2016.

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