Content for B2B relationship building: gated or ungated? Both!

[Shishirgano9]

All companies that provide content on websites ask themselves how they want to make it available to visitors:

Should they be freely accessible (ungated content)?
Or is it better to offer the content only in exchange for data (e.g. name, email address, company name), so-called offer or gated content?
Freely accessible content helps to increase the company's awareness and thus traffic. Content is shared and you are ideally rewarded by potential customers remembering your company at a later date. In addition, you offer customers all the information they want. This way you meet today's requirements for an optimal customer experience.

However, encrypted content is crucial for companies that want overseas chinese in worldwide data to build relationships. For example, a company can use email addresses to see who from which company is engaging with the content on offer. This creates leads that you can contact directly. You can also see which content is popular and tailor your content accordingly.

The advantages of gated content are:

it enables lead generation
and thus leads to more sales
it provides analysis and insights into your customers
and enables the segmentation of email lists
It is therefore important that you offer both: content that is freely accessible and provides important information, as well as content or offers that are also helpful and for which your readers are willing to leave data.