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Why You Shouldn't Wall Off Your Web Content

Content gates hold you back from connecting with customers, says marketing strategist David Meerman Scott.

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This story appears in the June 2011 issue of Entrepreneur. Subscribe »

Think you shouldn't offer something for nothing? Think again. Marketers who force prospects to turn over contact information in exchange for otherwise free content are doing their business harm, says marketing strategist David Meerman Scott.

The author of Real-Time Marketing and PR, Scott believes content gating doesn't make for a good getting-to-know-you phase between marketers and potential customers. "I liken it to a singles bar where some guy comes up to you and says, "What's your phone number?' without even introducing himself. It sets up an adversarial relationship," Scott says. Instead, consider collecting information after prospects get a taste of your expertise--and realize how much they can learn from you.

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