The Value of Gated Content for B2B Marketing in 2023: A Winning Strategy

Posted by Dom Moriarty on 20/09/23 09:04
Dom Moriarty

Gated content is an incredibly valuable asset for B2B marketing in 2023.

As technology continues to shape the way we consume information, gated content like eBooks and whitepapers have proven to be an effective tool for businesses to connect with their target audience. They also provide something we drive home in our B2B content marketing strategies: trust and credibility.

How does an eBook manage to do that? Well, we’re constantly told that searchers don’t have the time to digest big chunks of content and that we should tell a story, and fast. But eBooks are targeted for a different demographic of internet researchers – the people who do spend time reading and digesting content.

As part of your inbound content marketing strategy, your B2B business eBook or whitepaper has the potential to engage those deep thinkers right when they are researching. HubSpot estimates that certain decision makers will spend an hour or more reading content - a whopping 54%! That’s over half of your potential leads! Gated content like eBooks are an inbound marketing asset you can’t be without because B2B is complex – and research is key to making good decisions.

Here’s five reasons eBooks should be part of your inbound marketing, and real-life proof that they work!

1. Engaging Content Meets Professionalism

When it comes to B2B marketing, capturing and maintaining the attention of potential clients is crucial. eBooks provide an opportunity to showcase your expertise, industry knowledge, and address pain points effectively.

By combining engaging content with a professional approach, you can establish your brand as a trustworthy authority in your niche. With the ever-increasing competition in the B2B market, it's essential to differentiate your brand and leave a lasting impression on your target audience.

eBooks offer the perfect platform to do just that. Well-crafted content that is both informative and engaging captures the interest of potential clients and keeps them hooked from start to finish.

2. Versatility for Different Marketing

In the Content Marketing Institutes report for 2023, 66% of B2B marketers in the last year have been asked to do more with the content they have. One of the greatest advantages of eBooks is their versatility. They can be utilised for various marketing objectives, such as lead generation, thought leadership, and customer education. If you look at the library of Angelfish eBooks, you’ll see a diverse set of information.

Depending on your goals, eBooks can be tailored to target specific audiences, allowing you to reach decision-makers and influencers within businesses more effectively. This flexibility increases the chances of converting them into loyal customers.

3. Building Brand Awareness and Credibility

In the competitive B2B landscape, building brand awareness and establishing credibility are crucial. eBooks offer a platform to showcase your expertise and thought leadership, helping your brand stand out from the crowd. According to HubSpot, brand alignment is a popular marketing trend, with the 5th highest ROI and growth in 2023.

By providing valuable insights and solutions, you can elevate your brand as a go-to resource while solidifying your reputation. Useful and valuable information that aligns with your brand message proves to customers that you are an authority in your industry, establishing trust and building relationships faster than other types of content marketing initiatives.

4. Generating Qualified Leads

Lead generation is the lifeblood of any successful B2B marketing strategy, and eBooks are a powerful tool for capturing high-quality leads. In fact, 48% of B2B marketers use eBooks in their content marketing efforts.

By offering valuable content gated behind a form, you can ask for contact information in exchange for access. This enables you to nurture these leads and guide them through the sales funnel, ultimately converting them into loyal customers.

Likewise, when the landing page for an eBook is web-optimised, and the content is broken down into smaller blog posts, it can improve a company's SEO by providing high-value website content. This in turn, helps you rank higher on search engine results pages. 

Our latest eBook, “SEO for Recruitment Agencies”, has had over 100 downloads in its first week. This book is highly targeted, and contains quality helpful information, but it’s more than that - it has generated leads.

5. Cost-Effective, Sustainable, Measurable

In the digital era, eBooks are a cost-effective and sustainable marketing solution. Compared to traditional print materials, eBooks eliminate printing and distribution costs, making them a budget-friendly option.

For small businesses and start-ups, they are an ideal choice to set you apart from your competition. You can track and analyse the conversions, click-through-rate, and downloads, which are going to provide a goldmine of data.

Additionally, eBooks can be easily updated and repurposed as blog content on your website, allowing you to maximise their value over time. This creates a great opportunity to use the eBook download as your CTA – smart thinking! You could also take snippets for use on social media, or in email campaigns - the possibilities are endless.

Well into 2023, eBooks continue to prove their value in B2B marketing. Their ability to engage, educate, and influence decision-makers makes them an essential weapon in your marketing arsenal. By utilising eBooks strategically, you have the opportunity to enhance your brand's visibility, credibility, and generate qualified leads.

So, why not explore the limitless potential of eBooks and unlock new opportunities for your business today

Speak to us about your inbound marketing strategy today and take your B2B marketing to new heights!

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Topics: Content Marketing

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