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Let's talk about gated content - you know, those forms you have to fill out to get an ebook or whitepaper. It's 2025, and B2B marketers are still divided on whether it's the right way to go. Some say it's essential for generating leads, while others argue it just frustrates potential customers. But maybe we're getting caught up in the wrong debate. Instead of arguing about whether to gate content or not, shouldn't we focus on creating exchanges that actually work for both sides - our businesses and our audiences?
The Pendulum Swing of Content Gating
"It is so easy to grab onto that pendulum and let it swing over into 'I'm just delivering leads,'" Jonathan Riemer, Director of Global Content Experience at ServiceNow. This mindset often leads to gating everything in sight, with success measured solely by form fills rather than genuine engagement or audience value. The opposite extreme – removing all gates – might work for retail or smaller B2B companies with instant-purchase products, but enterprise solutions require a more nuanced approach.
The reality is that most B2B organizations need some way to identify and nurture potential customers. However, the traditional "gate everything" approach increasingly fails to meet modern buyer expectations. The key lies in understanding when information exchange makes sense and when it creates unnecessary barriers.
The Emergency Response Principle
Consider this scenario Riemer presents: Someone's kitchen sink is spewing water everywhere. Do they want an immersive 3D experience explaining water valve mechanics, hidden behind a form? Of course not – they need immediate, actionable information to solve their crisis. "When you're trying to solve a basic problem that someone has, you don't form it," Riemer emphasizes. This principle applies broadly across B2B content strategy: When addressing immediate, critical needs, remove the barriers.
Once you've solved the immediate problem, you've earned the right to offer additional value. Want contacts for reliable plumbers in your area? That might be worth a form fill. Interested in DIY plumbing tutorials? That could be gated content too. The key is solving the initial problem first, then offering relevant, valuable next steps.
Making Gated Content Worth the Exchange
When you do gate content, it needs to feel special. "News organizations are probably at the forefront of figuring out how to create content that is digital still, but feels special enough to warrant someone giving information," Riemer observes. "Shame on us from a B2B standpoint not to consider that as well. Some things should be free, some things are 'no, if you want to find this out, you're going to have to give me something for it.'"
This is where the concept of "agentic content" comes into play. Imagine allowing users to specify not just their contact information, but their preferred format for consuming content. An HR executive at a medical institution might prefer their insights in PowerPoint format for an immediate presentation, while another user might want an in-depth PDF report for careful analysis. Modern AI makes this level of personalization possible and increasingly expected.
The AI Revolution in Content Delivery
Artificial intelligence is transforming how we think about content delivery. New tools can convert long-form content into various formats – from podcasts to presentations – while maintaining quality and relevance. This isn't about replacing human content creators but augmenting their capabilities to serve audiences better.
"From a content strategy and experiential standpoint," Riemer explains, "if I don't know how you prefer to engage with me and get information from me, the power of being able to say, 'Hey, tell us how you would prefer to consume this fantastic information' – that's where AI is going to be so amazing and incredible for demand generation."
The Challenge of Form Fills
"When people fill out a form in the B2B world," Riemer notes, "they are admitting that they're getting ready to have someone, a door-to-door salesman come to them and interrupt them... That's why people put false information or never put their phone number." The solution isn't to abandon lead capture but to create more valuable, less intrusive follow-up experiences.
Practical Implementation for 2025
For mid-funnel content, focus on clear communication of value before asking for information. "Make sure that whatever it is that is inspirational or threatening thing, you have clearly communicated that there are answers and next steps for it," advises Riemer, "and not something wishy-washy."
When deciding whether to gate content, consider these key factors:
- Is this solving an immediate, critical need? If so, make it freely available.
- Does the content provide unique, high-value insights? This might warrant a form.
- Have you demonstrated enough value to earn a fair exchange of information?
- Do you have a solid nurture strategy for the leads you'll capture?
The Role of AI Agents
Looking ahead, AI agents will play an increasingly important role in content delivery and personalization. "That's where AI is going to be so amazing and incredible for demand generation," Riemer predicts, "is to respect our audiences better and provide them the information that they want in the formats that they want."
These AI team members can help:
- Transform content between formats to match user preferences
- Provide personalized summaries of longer content
- Deliver relevant follow-up content based on engagement
- Create custom versions of content for different industries or use cases
The Trust Factor
"Know that if someone is truly interested in finding out more about your products and solutions... they will not be afraid to give you information," Riemer emphasizes. The key is earning that trust through consistent value delivery and understanding your audience's needs.
Looking Forward
The future of gated content isn't about choosing between all or nothing – it's about creating intelligent, value-based exchanges that benefit both parties. As AI continues to evolve, we'll see more sophisticated approaches to content delivery and personalization.
The most successful B2B marketers will be those who master this balance, using technology to create personalized experiences while respecting their audience's time and attention. The question isn't whether to gate your content – it's how to create enough value that your audience gladly opens the gate themselves.
In 2025 and beyond, the winners won't be those who collect the most form fills, but those who create the most valuable, trusted relationships with their audiences. By focusing on value first and using technology to deliver it effectively, we can transform gated content from a necessary evil into a welcome exchange of value.