Are you missing half your market? The power of un-gated B2B content

Are you missing half your market?

As marketers, we’ve all faced the challenge of capturing leads. The traditional approach has always been to gate valuable content behind a form be it on a website or LinkedIn, hoping that visitors will provide their contact information in exchange. However, this strategy often misses the mark, excluding a significant portion of your potential audience.

According to the 2023 Trust in Marketing Index by Informa Tech, past research has found that 37% of B2B buyers are very likely to complete a form for high-value content, while 61% are very likely to click on and engage with non-gated content. This trend is expected to continue in 2024, with those numbers likely increasing.

Why? Because today’s buyers are more informed and expect easy access to information without barriers. They are researching extensively before making a decision and prefer to engage with brands that offer transparency and value upfront. At KLIQ, we’ve been working with many clients to un-gate their content on LinkedIn, and the results have been nothing short of transformative.

The struggles of gated B2B content

In 2024, the content marketing industry will grow to be worth an estimated $600 billion. This massive growth highlights not only the increasing investment in content but also the surge in content consumption. With so much content available, consumers are more selective and expect higher quality and relevance. However, one of the primary reasons consumers are often disappointed with B2B content is that it’s too generic. They are looking for specific, actionable insights, such as case studies, current data, and direct access to experts.

According to Forbes, the biggest challenge for marketers is finding quality leads. For 45% of marketing professionals, the main hurdle is not just to gather any leads but to attract those with a higher likelihood of conversion. This points to a growing focus on the quality rather than the quantity of leads.

This brings us to the struggles of gated content. While the intent behind gating content is to generate leads, it often falls short in today’s content-saturated environment. When content is locked behind a form, it creates a barrier that deters many potential leads from engaging. This approach can result in a significant portion of your target audience leaving without interacting with your content, ultimately missing out on valuable information.

Moreover, gating content can lead to frustration and disappointment. B2B buyers, who are looking for detailed and relevant information, might abandon the form if they don’t see immediate value. In contrast, un-gated content allows for broader engagement and demonstrates a commitment to providing value upfront, which can build trust and drive higher-quality leads.

At KLIQ, we recognise these challenges and have been helping our clients navigate this landscape by un-gating their content on LinkedIn. By leveraging Account-Based Marketing (ABM) on LinkedIn together with our proprietary marketing analytics dashboard, KLIQmetrics™️, we have seen significant improvements in engagement and conversion rates. This approach has demonstrated that providing accessible, high-quality content, coupled with precise targeting and data-driven insights, can significantly enhance marketing outcomes.

Why does un-gated B2B content work?

At KLIQ, we have consistently applied the principles of un-gated content with our clients, particularly on LinkedIn, using our data-first approach and the KLIQmetrics™️ dashboard.
By leveraging un-gated content, we’ve seen firsthand how it can increase engagement and drive conversions by building trust and nurturing leads in a more organic and effective manner. Here’s what we’ve learned and what our data-first approach has shown us:

1. Increased reach and engagement
   Un-gated content allows you to reach a wider audience. By removing barriers, more people can access and engage with your content. This increased exposure helps build your brand and establishes your authority in the industry.
2. Building trust early
   When you offer valuable content without asking for anything in return, you build trust with your audience. They begin to see you as a helpful resource rather than a company that’s only interested in their contact information.
3. Nurturing leads naturally
   Un-gated content allows you to nurture leads over time. Instead of forcing them to engage on your terms, you provide them with the information they need when they need it. This natural nurturing process leads to more qualified leads and higher conversion rates.

Implementing an un-gated B2B content strategy

Transitioning to an un-gated content strategy can seem daunting, but with the right approach, it can significantly enhance your marketing efforts. Here’s how you can get started:

1. Identify high-value content
   Identify which pieces of content are most valuable to your audience. This could include in-depth guides, whitepapers, case studies, or insightful blog posts. Creating content that addresses common pain points or provides substantial value will attract more engagement when un-gated.
   For example, if your prospects are from various industries like healthcare, tailor your content to their specific needs, focusing on industry-specific insights, case studies, regulatory updates, and best practices. This “no one glove fits all” approach ensures your content is relevant and valuable, leading to higher engagement and stronger relationships with your prospects.
2. Leverage LinkedIn for distribution
   LinkedIn is a powerful platform for reaching B2B audiences, and it’s essential to use its features effectively to share your un-gated content. Focus on in-depth targeting by zeroing in on a specific list of high-value prospects. LinkedIn allows you to target your audience based on criteria such as job title, industry, company size, location, and more, ensuring your content reaches the decision-makers and influencers most likely to engage with it. Additionally, use LinkedIn’s Matched Audiences feature to upload your list of prospects and target them specifically, amplifying your reach and ensuring your content is seen by the right people.
3. Use data to guide your strategy
   Utilise tools like KLIQmetrics™️ to track the performance of your un-gated content. With KLIQmetrics™️, you can gain valuable insights such as identifying which companies from your prospect lists are engaging with your content. Our unique surge list feature helps your sales team understand which businesses are the most engaged, allowing them to prioritise outreach to these high-interest prospects. This alignment of sales and marketing goals using an ABM approach ensures that your efforts are targeted and effective. By analysing engagement and conversion data, you can refine your strategy and focus on the content types that resonate most with your audience, driving better results and maximising ROI.
4. Promote your content across multiple channels
   While LinkedIn is crucial, don’t limit your distribution to just one platform. Share your un-gated content across your website, email newsletters, and other social media channels. The more places your content appears, the more opportunities you have to engage potential leads.
5. Create a Follow-Up Plan
   Even though your content is un-gated, you should have a plan to follow up with engaged users. Use retargeting ads, personalised email campaigns, and LinkedIn InMail to nurture these leads. The key is to continue providing value and maintaining the relationship without being overly aggressive.
6. Measure and Adjust
   Continuously monitor the results of your un-gated content strategy. Look at metrics such as engagement rates, time spent on content, and conversion rates. Be prepared to adjust your approach based on what the data tells you. Flexibility and responsiveness are essential to optimise your strategy.

From Gated to Great: How Un-Gated B2B Content Drives Results

Shifting to an un-gated content strategy can significantly enhance your brand’s reach and effectiveness. By focusing on accessibility, building trust early, and nurturing leads naturally, you can create a more engaging and successful marketing approach.

At KLIQ, we’ve seen the positive impact of this strategy firsthand through our long-term successful partnerships with clients. Our clients have experienced significant growth and we are eager to share these insights and learnings with you. If you’re ready to take your content marketing to the next level, get in touch with us to learn more about how KLIQmetrics™️ can support your efforts and transform your marketing strategy.