If you generate online leads, chances are one of your tactics is to “gate your content”—enticing visitors to complete a form in order to gain access to a white paper, a webinar or some other type of content asset. It’s an effective approach to capture lead data and is used ubiquitously in paid search campaigns.
Searchers, particularly in the B2B space, are conditioned to click an ad, arrive at a typical landing page, and complete a form to receive a (hopefully) relevant white paper. These pages have become almost comically cookie-cutter and formulaic, no matter how much creativity marketers try to inject into them.
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