As the the great marketing strategist, William Shakespeare, said, “To gate or ungate your best content; that is the question?”
Over the last three years, there's been a growing roar questioning the wisdom behind one of today’s central practices for lead generation. An ever-increasing group of marketing and lead generation leaders are recommending that companies stop putting valuable content behind registration gates.
Drift, a martech provider focused on chat applications, and founded by former HubSpot Chief Product Officer David Cancel, was the first to call out the wisdom surrounding forms with the launch of the “No Forms” marketing campaign and positioning. Over the last year, HubSpot itself has questioned the use of forms as they’ve started talking about the use of “pillar content” and the impact it has on reach and search engine optimization (SEO). Over the last several months, more and more companies have “jumped on the bandwagon.”
The debate around forms vs. no forms is reminiscent of the Mac vs. PC debates of a decade ago, whereby otherwise intelligent and reasonable people seem to lose all rationale balance to advocate their position. Over the last six months, the call to eliminate forms continues to move more into the mainstream, and I see more sales & marketing advisors capitulating on the topic with little to no data to back up their conclusions. One prospect summed up where we find ourselves today when he asked me, “Doug, I haven’t even started using gated content and now I feel like I need to change before I start.”
Don’t get me wrong, it’s an important and valid question; one that should be at the top of the decision tree for any company executing a lead generation, inbound or content marketing program.