Podchaser Logo
Home
Debating Ungating Your Content - Caleb Rule - Hard Corps Marketing Show - Episode # 282

Debating Ungating Your Content - Caleb Rule - Hard Corps Marketing Show - Episode # 282

Released Thursday, 28th April 2022
Good episode? Give it some love!
Debating Ungating Your Content - Caleb Rule - Hard Corps Marketing Show - Episode # 282

Debating Ungating Your Content - Caleb Rule - Hard Corps Marketing Show - Episode # 282

Debating Ungating Your Content - Caleb Rule - Hard Corps Marketing Show - Episode # 282

Debating Ungating Your Content - Caleb Rule - Hard Corps Marketing Show - Episode # 282

Thursday, 28th April 2022
Good episode? Give it some love!
Rate Episode

Don't forget to check out Casey's other podcastCreating The Greatest Showwhich is all about the ins and outs of creating a great podcast!

Learn more at https://ringmaster.com/creating-the-greatest-show/?utm_source=podcast&utm_medium=audio_ad&utm_campaign=cgs_cross_promo_on_hcm


Get your content strategy on the right track to capture the right traffic and serve up the right leads to your sales team. Caleb Rule, The Great Filter, shares his perspective on the fierce debate around whether or not to gate your content and how this decision impacts revenue. Good luck trying to absorb everything Caleb has uncovered including which forms are evil and which aren’t, what data is the most valuable for your company, and how to make old content new again.

 

Busted Myths:

  • The “ungate all of your content” movement is overrated! It is not the end all be all that many have purported it to be. There are other things that you can do that will have a greater impact on revenue. 



Takeaways:

  • Many of the influential voices online behind the movement to ungate all content are in the SaaS space. Oftentimes, their proposed solutions point back to their company’s product. Note, that the SaaS buyers’ journeys are much different than most industries.
  • Forms are not evil! The poor customer experience that companies provide alongside forms, such as content that is not valuable and spammy nurture campaigns that someone didn’t sign up for, are evil.  
  • A good form should take 5-30 seconds to complete at the most. This is aided by the fact that an embedded form should be auto-completing from the browser cutting the time further. Think about what you really need from the form, it’s probably just their email.
  • Tracking without forms is not reliable, because it lets you see that people keep coming back to your website, but you don’t actually know who they are. Because of that, your Cost of Acquisition will rise from constantly remarketing to the same anonymous visitors.
  • If your company does not see marketing as a revenue driver, then your company has bigger issues. Similarly, do not just change your content strategy if there are bigger problems in your company that need to be fixed first.
  • First-party data is still the best kind of data you could have. This means that someone has voluntarily given you their information with the knowledge that you will contact them.
  • It’s important to know what your content is and make sure that it is worth the “cost” of someone giving you their information. You also need to know what content is influencing prospects and what isn’t. If the content isn’t impacting anyone, deleting it can help SEO.
  • Bundle your content! You can bundle together old content that is still relevant with new content. Repurpose old content that has performed well in the past into a different, fresh format.

 

Quote of the Show:

  • “If you fill out a form and the content is not worth the price that you paid, which is your information, that’s evil” - Caleb Rule

 

Shout Outs:

  • Chris Walker - Guest on HCM Show Episode #163
  • Angela Earl - Guest on HCM Show Episode #209
  • Latané Conant - Author of No Forms. No Spam. No Cold Calls

 

Links:



Ways to Tune In:

Show More

Unlock more with Podchaser Pro

  • Audience Insights
  • Contact Information
  • Demographics
  • Charts
  • Sponsor History
  • and More!
Pro Features