I admit my headline is a variation on Sting’s “If You Love Somebody Set Them Free” single from his first solo album The Dream of the Blue Turtles.
What does that have to do with lead generation and content marketing? Trust me, there is a connection. Let me explain.
Traditional lead generation tactics usually involves creating some valuable marketing content such as a white paper to use as a giveaway for the purpose of collecting names and email addresses. In other words, marketing content is locked behind a registration form or as some refer to it as “gated content.”
However, is gated content still an effective lead generation tactic in the current environment of social media, RSS feeds, Slideshare and Docstoc?
Setting your marketing content free may sound like a radical idea for those who continue to believe in the old mantra “hand over your contact information if you want my white paper (or other content).” There are some high-profile B2B marketers who are openly challenging the old ways of generating leads. Read more