Content marketers see the world in a different way – they want their content to be shared far and wide – allowing no forms hinder it.

On the other hand, demand generation focused-marketers believe content such as webinars, white papers, case studies, analyst reports or information that isn’t available anywhere else for FREE – should be GATED.

Now:

Whether you gate your content or not, it usually depends on:

The quality of leads you need How widely you want your content to be shared or consumed

In this post, we’re going to dive deep into the pros and cons …

In today’s fast-paced world, understanding consumer psychology, and more specifically, your potential buyer, is more than a necessity.

Every decision your customer makes consists of several conscious and subconscious emotional triggers.

As neurologist Antonio Damasio argues in his book “Descartes Error”

“Emotion is a necessary ingredient to almost all decisions”

In 1979, psychologists Daniel Kahneman and Amos Tversky published a paper titled, “Prospect Theory: An Analysis Of Decision Under Risk”

 The theory states:

“People make decisions based on the potential value of losses and gains rather than the final outcome.”