Imagine your marketing team created a useful, 30-page industry report, and a targeted campaign will bring 1,000 visitors/month to the landing page.
You could publish it in two ways:
- Option A: place the report behind a gate, to generate as many leads as possible.
Let’s optimistically guess that 10% of page visitors become leads.
- Option B: the report is accessible and anyone can read it without completing a form.
What happens after 12 months?
With Option A (gated content, in grey), 1,200 people had access to your industry report. It’s a high number, as all of them are potential leads.
With Option B (open-access content, in orange), 12,000 people had access to the same content. That’s ten times more people.