Gated Content: Postclick
Gated content moves leads through the B2B funnel.
That’s why it’s so important to create valuable, actionable pieces that build relationships with each potential new client.
For Postclick, an enterprise landing page software organization, my goal was to write tactical content while still being engaging and easy to understand.
Our target audience was marketers, after all. They had just as high of standards as I do for creative excellence, and they move at an incredibly fast pace. The content had to grab their attention quickly or we’d lose them.
For each of these guides, I balanced the desire of our demand generation director to have the specific phrase “B2C Digital Marketer” on the cover, with the need to create a unique, compelling title. In the pages that follow, you’ll notice that’s where I incorporated more of a casual, approachable style.
Keep in mind: These are assets the audience had already asked to download. At the point they read this content, they’re already interested in what we have to say, so the goal was keeping them intrigued and encouraging them to try our recommendations.
