Everyone says it’s important to build an email list but it doesn’t mean you have to gate all your content.

Having a gate – making someone provide an email address – is a hassle and an aggravation. When prospects are gathering information, a gate is a barrier to entry. It’s a hurdle for someone to overcome to gather information about your company and why what you do matters.

gate contentBut this doesn’t stop companies from putting a gate in front of case studies, surveys, and sales sheets. This type of content is low-hanging fruit. It’s content that quickly informs and provides prospects with confidence, so why hide it?

The culprit is the obsession with email lists and email marketing.

If someone’s email is captured, a company has permission to pound away with drip marketing campaigns. This is good for companies, while prospects and non-prospects see their inboxes overflow.

I’m not suggesting gated content is bad. In some cases, it’s the price people pay for good content. Many people, for example, happily surrender their email addresses to HubSpot to read eBooks because they deliver a lot of value.

But I would suggest gating content on a selective basis. For the most part, make content accessible so it’s easy for prospects to learn and build a relationship with your brand. Successful brands are transparent, open and willing to share.

What do you think? What kind of content should be gated?

I make marketing work for fast-growing companies and companies looking to grow faster.

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