Ungating Content

jessica.bacon@affinity.co

Our marketing team is looking at updating our content but would like to still track the opportunity influence for any one piece of content. We use 6Sense to trigger intent, but I need to link this back to a specific piece of content. Would love to hear how or what others are doing.

Thanks! 

Brandon McBride

What a great question. Can you elaborate on what you mean when you say "I need to link this back to a specific piece of content"? Are you trying to still get lead numbers without leads? Or just get measurement on which pieces of content are actually performing?

There are a few ways you can measure ungated content consumption. Simply put:

1. Ungate it. Keep it as a PDF. Track download events in Google Analytics and use the account data sent over to Google Analytics to track which accounts are downloading what. This is the hardest and least useful method. I do not recommend it.
2. Ungate it. Place the asset right on the landing page. 6sense identifies the account and the pages they're visiting show up in 6sense. This is my recommended option if you don't want to spend any additional money.
   1. BONUS 1: Make sure it can be indexed by search engines so your previously ungated piece can potentially be turned into an organic traffic generator as well.
   2. BONUS 2: Now you can collect information (assuming GA4) on engagement/bounce rates with your content.
3. PathFactory costs money, but offers a versatile gating/ungating strategy and other features/capabilities that measure and drive engagement with content. When integrated with 6sense, you can tie that information back to the individual accounts.

Others here may have additional recommendations.

Side note: I had an interesting realization a few weeks ago. We're often asked "which piece of content is performing the best?" But 9/10 times that's not the question they're asking. What they're asking is which ads are performing the best or which promise of content is performing the best. We assume that our content is the best and is always making an impact, so we as an industry tend to measure the success of our content based on ad clicks and form fills.

jessica.bacon@affinity.co

Thanks, Brandon!
Thanks for your reply. When I say, 'I need to link this back to a piece of content', it is linking it back to a specific opportunity created within a time frame.

I like the idea of #2: Ungate with the landing page. However, I am not 100% sure how to achieve this, and I will be sure to reach out to our 6Sense Account Manager for help. @Emily Archer, suggestions? Would this be achievable through a 6sense report to see this activity?

Also, I am going to look into Pathfinder.

Best,
Jessica

Brandon McBride

@jessica.bacon@affinity.co For approach #2, you'd take the PDF or whatever content you'd normally gate and turn it into a normal web page.

The Buyer Experience Report from 6sense is a perfect example. This could have been a PDF hidden behind a form, but instead they've built a great page for it. Now it's more available and more discoverable, better able to do the job that content is meant to do - convince and inform.