A lot of B2B use gated content. This is a downloadable online materials such as videos or articles that could be driven from ads or SEO which drive people to a landing page in exchange for their name and email. In this episode, Kevin shares why you should use intent on your gated content.
Kevin Daisey (00:01):
Make sure your gated content has intent. What’s up everybody, Kevin Daisey here. So a lot of folks, a lot of B2B use gated content. So that’s a, a downloadable or a video or something that you’re promising someone on a landing page typically, and that could been driven from ads, SEO or wherever, but you’re driving people to a landing page. You’re promising them some kind of download or video or something at the end, in exchange for their name and email. Maybe sometimes you ask for their phone number or other information, but you wanna keep it pretty basic. So you have a, a pitch, you gotta download this, fill this form out, and you’re gonna get this in exchange. When I say intent, I mean, what is that piece about? How is it titled and what are they gonna be getting? So what we’ve done, that’s been very successful, which I, you know, I didn’t see it actually working out this way to be honest with you, but we have a downloadable on how to hire digital marketing agency.
Kevin Daisey (01:16):
And we have a couple versions of it. Everything you need to know about hiring a digital marketing agency. So not everyone off the street is gonna want to download something. That’s how to hire my company. You know, so it’s very specific. So at first I was thinking, well, I don’t know, you know, how many people are gonna download this to my surprise, as we do the right targeting to the right people that we want to work with, we’ve got 50 to a hundred downloads where we’ve gotten, and this is about 30 days or so where we’ve got their name, phone number, email, and we’re able to connect with these folks. So again, <affirmative>, again, it’s got intent, meaning they saw the title, they know what it’s all about. They searched for it, or they got led there from a, an ad. And so when they engage with that, that means they’re probably in the market.
Kevin Daisey (02:12):
Now on the flip side, I could have a GA a gated piece of content that says the top five things to improve your SEO. Well, there’s no intent there to purchase. They are looking for their own information. They’re doing their own research. Maybe they just thought about starting their own business and they’re gonna make their own website. That’s not a fit for us. So if I have a lot of those pieces of gated content, I could make hundreds of those and no one’s ever gonna be interested to hire us. It’s free information, how to do this, how to do that top five ways to do this top three ways to do that. Those are all great pieces, but they have no intent. And they’re pretty unlikely to be qualified leads that want to
Kevin Daisey (02:59):
Hire a company. But if you had something that said how to hire a company like ours, or what pitfalls to look out for when changing marketing companies, there’s a pretty good chance. That’s exactly what they’re in the middle of doing right now. So work very well for us. Think about your industry, your business, your situation, but how can you have a piece that has intent? Meaning it’s, it’s a qualifier, if you will, that they’re in market to, to purchase from your company or to hire a service company like yours. So think about that. Use intent in your piece, you have a much better chance of converting those downloads into, to leads into, into clients.