“If you’re ever contemplating gating content, you need to make sure it’s something that you would personally be comfortable giving your own information for, or maybe even paying for.”
Hello Hello and welcome to another episode of the Flying Cat Marketing Podcast. On episode 64 of the Flying Cat Marketing podcast, we’re with Erin Balsa, Founder and Chief Picky Editor at Erin Balsa Content Marketing, where she works with B2B companies whose content needs mouth-to-mouth resuscitation.
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Before founding her own company, Erin Balsa Content Marketing, Erin led content teams for 7 years—first as a managing editor at a content marketing agency, and then as head of content and marketing director at a high-growth B2B SaaS company called the Predictive Index.
If you’re looking to learn more about how Erin has been balancing high and low-intent leads and how you can do that in your own marketing strategy, then this is the episode for you.
During our conversation, we talk about content marketing metrics and how content marketers need to follow their users on their journeys, serve them the right content, and make sure they’re being nurtured throughout.
Should you only focus on high-intent leads? Why is pursuing low-intent leads seen as the easiest way to reach your marketing metrics? How sustainable would that be? We answer these questions and more on our episode with Erin.
Tune in and be ready to change up your approach to content marketing!
In this episode
- Why businesses should move away from the MQL model
- The dos and don’ts of content gating
- How to balance high-intent and low-intent leads
- Successful content plays
- The positive effects of Splash pages
About the guest
Erin has led content teams for 7 years. First as a managing editor at a content marketing agency, and then as head of content and marketing director at a high growth B2B SaaS company called the Predictive Index.
In January, Erin went out on her own, started her own consulting, content marketing business called Erin Balsa Content Marketing. She is founder and Chief Picky Editor at Erin Balsa Content Marketing, where she works with B2B companies whose content needs mouth to mouth resuscitation. Some companies she’s worked with and written for include HubSpot, Drift, G2, Bamboo HR, Zenefits, Showpad, Intelum, Shinesty, and Metadata.
She’s known for her bold and edgy writing style and she lives by the mantra “B2B doesn’t have to be boring”, and is obsessed with data-driven storytelling. In September, she launched her first course on Gumroad, The Research Report Playbook.
Timestamps
02:08-06:14 Why are businesses moving away from the marketing-qualified lead (MQL) model?
06:15-08:15 Content gating mistakes you should avoid
08:16-11:00 Should you just focus on high-intent leads and hand-raisers?
11:01-12:26 Shifting to the AIDA model and doubling high-intent leads
12:27-17:16 What’s the purpose of strategic gating?
17:17-19:55 More of Erin’s content play recommendations
19:56-21:22 How can Splash Pages affect your customer retention and expansion?
21:23-22:58 The next steps for Erin
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