For years, white papers, checklists, and webinar recordings were considered reliable “gated content.” But the engine is sputtering.
The content is still offered in exchange for an email address. But fewer and fewer users are actually filling out the forms.
Are the common lead systems still up to date? Or have the existing approaches been superseded by AI? We discuss this in our current podcast episode. We talk about causes – and alternatives.
Lead routes under pressure: These are the reasons
Companies need new gated content – high-quality, live, interactive
Many white papers, webinars, and checklists are generically structured. But questions like “What is it” and general tips are known to users. Anything that can be answered in a few seconds via ChatGPT or Google should not be included in gated content.
Instead, marketing teams should challenge themselves even more: What are really our own insights and experiences? Can we prepare our topics in the form of case studies, interviews, analyses? Such presentation formats clearly distinguish themselves from AI content. But they are still not gated, i.e. locked behind a barrier. On the contrary, they are absolutely freely available and necessary to establish relevance in AI systems.
Gated content will be created by the next step: It is offered in the form of live webinars. Such digital presentations have several advantages: The live format is interactive. Users can ask questions – and not just get information. They also commit to an appointment at which they are willing to engage with the topics.
Instead of offering dozens of lead formats, marketing teams should concentrate on a few live formats that they repeat regularly. In this way, they offer their target group new occasions again and again. They can continuously improve their presentation, for example based on the dwell time in the webinars. A task of content optimization.
The live format is also clearly measurable. So there is attribution and lead goals that can be achieved.
What does that mean in concrete terms using an example? We recently discussed this in one of our Academy Workshops (“Content Optimization”). We analyzed a company with a large B2B magazine and developed concrete optimization proposals with regard to first-hand experience and lead formats. There are over 100 workshop recordings in our Academy.
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Since joining the SEO Academy, my business has turned around completely. Previously, I was the “classic shoemaker with the worst shoes” – my clients received top SEO content and strategies, but my own marketing? Well…
That has now changed: In Benjamin and Fabian’s live workshops, I regularly receive valuable insights. I can apply these not only to client projects but also to my own marketing. I now understand technical SEO topics even better – and I am always up-to-date.
Since I set up the self-marketing for monswap solutions according to SEO best practices, clients come to me automatically. No more ads, no cold calling, no pitches. And the exchange within the Academy? Simply invaluable – especially for me as a solopreneur.
Looking back today, the Academy was probably one of the best investments I have made since founding my business in 2018.
