{"id":523,"date":"2012-10-30T13:35:31","date_gmt":"2012-10-30T13:35:31","guid":{"rendered":"http:\/\/www.write-angle.com\/thewritestuff\/?p=523"},"modified":"2012-10-30T18:38:57","modified_gmt":"2012-10-30T18:38:57","slug":"attention-early-stage-tech-companies-tear-down-that-wall","status":"publish","type":"post","link":"https:\/\/www.write-angle.com\/thewritestuff\/attention-early-stage-tech-companies-tear-down-that-wall\/","title":{"rendered":"Attention early-stage tech companies: Tear down that wall!"},"content":{"rendered":"<div><a href=\"http:\/\/www.dreamstime.com\/register?jump_to=http%3A%2F%2Fwww.dreamstime.com%2Fstock-photos-breaking-brick-wall-image9699283\"><img decoding=\"async\" id=\"myimage\" title=\"Breaking Brick Wall\" src=\"http:\/\/www.dreamstime.com\/breaking-brick-wall-thumb9699283.jpg\" alt=\"Breaking Brick Wall\" data-zoomsrc=\"http:\/\/download2.dreamstime.com\/dreamstimezoom_9699283.jpg?imageid=9699283&amp;forcepass=910c5108b674479d3c5ac8a4d0ac8ac6\" \/><\/a><\/div>\n<div>\u00a9 <a title=\"Artyfree (Roman Sakhno)\" href=\"http:\/\/www.dreamstime.com\/Artyfree_info\" rel=\"author\"><strong>Artyfree<\/strong><\/a> | Dreamstime.com<\/div>\n<p>&nbsp;<\/p>\n<p><strong>So now that you&#8217;ve written that white paper,<\/strong> what do you do with it &#8212; do you put it up on your site and make it immediately available with one click?\u00a0 Or do you put it behind a wall (AKA &#8220;gate&#8221;) and ask for the requester&#8217;s contact information?\u00a0 &#8220;Gated&#8221; or walled-off content asks for various levels of contact information from the requester. It enables you to build a database. But does this hinder your efforts to build a large audience quickly?\u00a0 Turns out there are no clear-cut rules for free-form vs. gated.\u00a0 You&#8217;ll have to decide the relative merits of the tradeoff.\u00a0 To our way of thinking, it boils down to this:\u00a0 if you&#8217;re an early stage outfit, you likely want to build an audience. This means you want to make your content easily available.\u00a0 Anything that slows down the acquisition of your material impedes this process.\u00a0 If, on the other hand, you&#8217;re at the point in your audience volume where you want to start filtering out the tire-kickers and place greater focus on sales-ready leads, a gate that extracts some profile or contact information is appropriate.<\/p>\n<p><strong>Still, we concur with <a href=\"http:\/\/blog.marketo.com\/blog\/author\/dayna-rothman\">Dayna Rothman<\/a><\/strong>of marketing software developer Marketo, who says that you have to formulate your own policy. &#8220;You have to find your own balance to meet your own audience and lead goals&#8221;.\u00a0 This is why <a href=\" http:\/\/write-angle.com\">Write Angle<\/a>\u00a0 advises against putting your early-stage content in front of a gate.\u00a0 In the early going, it&#8217;s more important to have a wide funnel.\u00a0\u00a0 As the brand is being built, then you can start making decisions about adding the filters.\u00a0 If you need a rule, consider the one offered by <a href=\"http:\/\/www.cmo.com\/strategy\/should-content-marketing-get-gate\">CMO.com:<\/a>\u00a0 If you are out to position your company or brand as a thought leader, offering insights into the issues and challenges of the day, then free-form (un-gated) is the way to go. If you are more interested in driving leads to conversion quickly, then gating the content makes more sense.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00a9 Artyfree | Dreamstime.com &nbsp; So now that you&#8217;ve written that white paper, what do you do with it &#8212; do you put it up on your site and make it immediately available with one click?\u00a0 Or do you put it behind a wall (AKA &#8220;gate&#8221;) and ask for the requester&#8217;s contact information?\u00a0 &#8220;Gated&#8221; or [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[52,36,37,9,1,10,53],"tags":[14,134,133,79,32,135,212,128],"class_list":["post-523","post","type-post","status-publish","format-standard","hentry","category-content-marketing","category-content-strategy","category-marketing","category-online-content","category-uncategorized","category-website-content","category-white-papers","tag-branding-content","tag-free-form-content","tag-gated-content","tag-peter-dave","tag-stan-devaughn","tag-ungated-content","tag-white-papers","tag-write-angle-technology-writing-services"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Attention early-stage tech companies: Tear down that wall! 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