Case studies as gated content? Yeah, nah!

Why do B2B businesses make gated content with case studies?

You're telling a prospect, "I can help you like I helped A, B and C. But I'm not going to tell you how unless you give me your details".

Wait. What?

Here's evidence of the amazing work you did for a client.

The same product/service you want to sell to another.

But you want them to make an effort to find out how you can help them.

I mean, I get it. Gated content helps build a database of prospects.

However, that should be content that delivers value!!!

A case study is NOT a value piece. It's evidence of your capability.

Instead of making it easily accessible, why would you "hide" it?

Imagine approaching someone you're interested in.

And your opening line is, "I have some great qualities. But if you give me your contact details I'll tell you more."

If you've got something great to show, lead with that.