For a small company, content gating is a simple process. A web form collects lead data in exchange for access to content. However, when your enterprise looks to scale content gating with hundreds of offers across different departments, regions, and verticals, things can get complicated.
One of the main challenges is maintaining data integrity through all forms, and this is a problem many enterprises run into. They find their existing processes and martech aren’t suited for handling content gating on a global scale.
is one company that struggled to maximize their content investment as they grew. With over 400 content gates and over a dozen regions with unique data and language requirements, finding a way to make content gating faster and more efficient was an absolute must.
No matter the size of your organization, content gating must be available for every team, in every country and across all your websites. Meeting these needs while still keeping your data consistent, your costs low and your marketing agile enough to respond to rapid needs becomes a significant challenge the bigger you get.
When it comes to gated content, efficiency is the name of the game. If you need a marketing platform owner, a web developer, a project manager and a regional marketing manager to put together a conversion form on a landing page, the cost is huge. More importantly, it isn’t scalable.
When you consider the time and development costs of involving all of those people for a single piece of gated content and multiply it by the dozens or hundreds of landing pages you’ll need each month, the number becomes alarming.
Beyond cost, the development time can significantly hinder your organization’s agility. Without the proper platform, a global content gating operation is intensive in people, process, cost and time. Rockwell Automation was able to reduce development costs by 80% but the real win was accelerating their time to solution by over 2 quarters.
If your enterprise expects to meet the demands of a global content strategy without increasing cost or development time, you need a centralized gating strategy. Gated content form governance must be clearly outlined and controlled by your central marketing team. However, you must also provide individual marketing teams the technology and templates required to create gated content that fits within your guidelines.
The goals of your centralized content gating strategy should be:
Rockwell Automation used GatedContent.com to scale up their enterprise content gating and saw excellent results. Despite complex regional requirements and hundreds of global assets, they were able to reduce costs, improve development time, generate more valuable lead data and analytics and see a significant increase in contact conversions.
This goes to show that, not only is finding the right tools and processes important for getting the most out of global content, setting them up before you initiate your content strategy for scale is crucial. If you’re looking to optimize your content gating at enterprise scale, g to help get you started so that you too can focus on increasing conversion while reducing content gating development costs.