Question: Should Content be Gated or Ungated? Answer: It depends.
Nov 13, 2021
The gated vs. ungated pendulum has swung way too far.
It’s not a marketing “crime” to collect email addresses.
There are many instances when content should be set free and allowed to reach a broad audience.
But there are also cases in which content (e.g. original research) can be gated AND people will happily provide an email address to access it.
In other words, there’s no hard and fast rule.
Marketing is as much an art as science.
Success often depends on identifying (or guessing) customers’ motivations and what they’re willing to do (e.g. cough up an email address) to get something they want.
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