• Ungated Content Can Work For Your Lead Program, Really

    We all want our readers to be so besotted by our content that they click and register, but how can you tell what’s the great engaging content to get them to do so vs. what’s just okay? For content marketers like me, you have to look to the registration numbers, which speak the truth.  Based on the millions of engagements our marketing group (UBM TechWeb) has each month with business and technology professionals, the data tells us editorial-quality, timely articles and interactive slideshows, which are typically ungated, are what’s ruling the roost.

    For example, I developed an email campaign for UBM TechWeb’s audience of Healthcare professionals last month. The subject line I used was “12 EHR Vendors That Stand Out” and the featured asset was a slideshow from InformationWeek Healthcare, which is ungated on the site, but that I put behind registration. This mailing generated leads that were a 187.5% increase in registrations from the previous week (which featured an article), and a whopping 1,161% increase in registration from the last Healthcare email that utilized an already gated asset

    Who doesn’t want a 1,161% increase in registration?  How can you use this success in your own content-driven email campaigns?

    How This Can Work for You

    • Take a look at the ungated content that you have on your site to see which look interesting/have the “value” quality (Note: See my previous post “Titles To Turn On (and Turn OFF) Your Readers”) and choose one you’d like to gate for your lead generation email.
    • After the person has registered, they should be directed to the ungated asset URL, but with a unique CID code added to the end of the URL so that you  can track and learn where the traffic is coming from.

    Lessons learned from starting with ungated content:

    • Readers love what’s timely and hot – and this approach hand delivers the excellent content on your sites to them in case they’ve missed it/aren’t continuously checking your site for new content, while also generating leads for you and traffic for your sites.
    • Thinking like a publisher, timely articles and engaging, informational slideshows are the top content assets that get results.

    Mary Hart is Senior Marketing Content Analyst at UBM TechWeb, the global leader in technology media and business information. UBM TechWeb Marketing Services deliver integrated marketing campaigns and programs including media solutions, lead and demand generation, events, online communities, content development and custom solutions.

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    Ungated Content Can Work For Your Lead Program, Really, 4.0 out of 5 based on 2 ratings
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