The Case for Ungating Your Most Useful B2B Content

The article argues against removing all access barriers from B2B content, suggesting instead that the approach should be tailored based on the specific resource and its intended purpose. It recommends evaluating content by its primary job, such as a definition, implementation checklist, or reference model, and ensuring the value provided is proportionate to the commitment requested.

The author emphasizes the importance of distinguishing between different types of content gates and their technical aspects, like crawlability and search visibility. It advises classifying content based on its usefulness and the relationship it initiates, and then designing the exchange accordingly. The piece also highlights the need for clear communication about what the user receives and what relationship they are entering into, rather than bundling multiple purposes into a single form.

Ultimately, the article calls for a measured approach to content gating, focusing on measuring meaningful user engagement rather than just form completions, and suggests a structured measurement plan to assess the impact of these changes on business outcomes.