Final answer:
Content gating is the process in B2B digital content marketing where valuable resources are offered behind a lead qualification form, transforming interested users into potential leads. Inbound marketing is the overall approach of attracting customers through tailored content, while opt-in marketing is when customers give their permission to receive further communications.
Step-by-step explanation:
In the context of digital content marketing, typically found in B2B (business-to-business) environments, companies often provide resources such as research reports or whitepapers behind a form that users must fill out. This strategy is known as content gating. By completing the contact information or lead qualification form, users demonstrate their interest in the offered content, effectively becoming leads for the company’s sales process. The gated content serves both as a valuable resource for the potential customers and as a way for the businesses to collect data on interested parties.
Inbound marketing is another term related to this concept. It refers to a marketing methodology that attracts customers by creating valuable content and experiences tailored to them, as opposed to outbound marketing where messages are broadcasted outwards. When potential customers seek out these resources and provide their information in exchange, they are engaging with a form of inbound marketing.
Opt-in marketing is a broader concept often associated with content gating wherein customers voluntarily provide their contact information to receive communications from a brand. By opting in, users express permission to be contacted with more information, offers, or content that is relevant to their interests.