Don't hate the gate- how marketers can create gated content that's worth it

Josh Ho

and

Adrienne Barnes

Mar 07, 2023

Right offer, right price... We’ve been thinking a lot about value exchange in different circumstances. So often, marketers ask their customers or audience members to pay a price, but don’t consider if the content is worth it.

Josh and Adrienne talk about value exchanges in marketing and how to really make it worth it, no matter the price.

Places where a commitment is required

Examples

Demo request
Gated content
Purchase

Motivation- the audience may want what you have, but they aren’t sure if it’ll be worth the price they pay

What's on the other side of the offer?
It’s not the gate that people hate, it’s the crappy content on the other side. If the marketer provides something amazing, then an email address feels like a no-brainer.

Friction