Content Head
Content Head is a podcast for B2B marketing professionals on small teams, or at early-stage startups, who want to learn how to create a foundation of world-class content for their organizations. In each episode, Joe Michalowski shares his own experiences as a solo content marketer and pinpoints what it takes to get more done with less. Joe discusses bite-sized topics and provides both tactical and strategic ways to approach your own content strategy. Ultimately, the lessons learned will help you understand how to prioritize and optimize your team's investments in content.
Content Head
The Thing About Gated Content
In the latest episode of Content Head, Joe Michalowski shares his thoughts and insights regarding the ongoing debate about the value of gated content. While some argue it is no longer effective, his experiences show otherwise. Joe highlights his success with gated content at Mosaic, where a particular asset, the SaaS Metrics Cheat Sheet, significantly outperformed other materials in terms of downloads, pipeline generation, and customer conversions.
Joe dives into the specifics of why the SaaS Metrics Cheat Sheet was so successful, attributing its performance to the targeted SEO strategy that brought in a large volume of organic traffic. He notes that while this cheat sheet worked exceptionally well in organic search and PPC campaigns related to metrics, it did not perform as well in other channels like email, social media, or non-metric SEO articles. This discrepancy underscores the importance of understanding where and how to distribute gated content to achieve optimal results.
The episode concludes with Joe offering key takeaways for marketers looking to create effective gated content. He advises considering the distribution channels available, matching content ideas to audience expectations, and ensuring the format aligns with the content and distribution strategy. Joe stresses that successful gated content requires more than just replicating past formats; it demands a thoughtful approach to content creation, format selection, and strategic distribution.