Successful Content Plays with Erin Balsa: Metrics, High-Intent Leads, and MQLs

“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.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 modelThe dos and don'ts of content gatingHow to balance high-intent and low-intent leadsSuccessful content playsThe positive effects of Splash pages 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 avoid08:16-11:00 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 recommendations19:56-21:22 How can Splash Pages affect your customer retention and expansion?21:23-22:58 The next steps for ErinWhile you’re hereFollow Flying Cat Marketing on the following channels to get more tips, tactics, and knowledge on content marketing:Listen to the Flying Cat Marketing Podcast on Spotify: https://open.spotify.com/show/7dCyOzFGosoNYJhbDOvfQdApple Podcasts: https://podcasts.apple.com/us/podcast/flying-cat-marketing-podcast/id1535206202?uo=4Stitcher: https://www.stitcher.com/s?fid=579505&refid=stprFollow me onInstagram: https://www.instagram.com/flyingcatmarketing/Linkedin: https://www.linkedin.com/company/flying-cat-marketing/