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Anyone in marketing loves a good debate, and at the HubSpot Inbound conference, there were a couple that marketers everywhere regularly have.
It probably wasn’t that long ago when marketers gated all their content except the website behind a form. Many still do it today.
After all, lead generation is all about getting leads, and you can’t get leads if someone doesn’t sign up for something, right? But does it make sense to gate all your content? The answer is no. There’s a little more to it than that, though.
In this Inbound debate, AJ Beltis, Marketing Manager at HubSpot, sat on the Gated side of the argument, kind of. He acknowledged that you don’t want to gate everything because it will mess with SEO and organic traffic. However, he said you do need a “next step best action.”
Beltis argued that traffic to your site isn’t enough. And measuring performance on traffic metrics is simply looking at vanity metrics, especially if that’s all you are looking at. When you gate content, you are giving customers something in return for their information. You are getting a database of individuals that know and trust your brand.
Some content is meant to …
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