• Business
  • SEO
  • Social Media
  • Branding
  • Ads
  • Others

Gated Content- How To Use It For Lead Generation

In order for inbound marketing to work, you must create valuable content that entices visitors to take action. However, the practice of hiding content behind a subscription-wall (known as gated content) is a hot topic among inbound marketers.

Of course, gated content is an essential part of inbound. You must provide value in return for your prospects' and leads' emails. The debate is over where to draw the line. What content should be subscription-based? How much content should a wall have? It's a debate that will likely continue as long as inbound marketing is popular.

On the other hand, companies would gain more if they simply made their content available for free download without requiring a subscription. It is undeniably the best option in some cases.

Anyone who has done inbound marketing for a long time will have old content available for free or repurposed for different mediums. Content lifecycle is involved. In some cases, content found in Google search is more valuable than content hidden behind a paywall. But this isn't always true.

Content behind a subscription depends on your strategies. Nobody knows, but there is probably a line. For inbound marketing to work, some content must be given away for free.

What Is Gated Content?

Gated content is content that you put behind a signup form so that people have to give you something (like their email address) before they can see it. This is called "gated content." There are both good and bad things about this. Do not spend a lot of time on lead management. Automate the process of getting in touch with your leads.

So, for example, do you want to get more traffic and reach more people, or do you want to get more conversions and be more popular? For each of these goals, there is a different way to use gated content and how you do it if you do. If you've done gated content in the past, make sure you use data from that to help you plan your next move. If not, here are a few ideas.

When And Why Marketers Use Gated And Ungated Content

Are you trying to get more leads or build your brand? How do marketers know if they should add a gate to the information they are giving out? To have the best outcome, you should be able to get more leads while also getting more people to see your content.

One way to do this is to only use gates at certain points in the sales funnel. Here are the three top stages of the marketing funnel and the types of content that go with each one of them:

  • The awareness stage: People in this stage know that they have a problem, but they don't know much about your business. It's good to have blogs, infographics, podcasts, ebooks, and white papers at this point.
  • The stage of thought: At this point, people start to see your brand as an expert in the field and a possible solution to their problem, so they start to trust your brand. Webinars, software downloads, and case studies are some of the content for this stage.
  • Making a choice: They decide if your brand can meet their needs at this point in the buyer's journey. Free consultations, product demos, and free trials are powerful deals for this stage.

During the awareness stage, most people don't know much about your brand and don't trust you yet. Remove the gate from content at this point, and your brand's visibility and credibility with prospects will improve. As people move down the funnel and become more interested in your business, they will be more willing to fill out a form in order to get content like ebooks and webinars.

Examples Of High Performing Gated Content

What kind of content is typically gated? Here are some examples that tend to do well as gated content:

Templates Or Tools

Professionals in B2B environments are always looking for ways to save time, cut down on the number of boring tasks, and make their lives more simple.

They'll love you if you can help them get through their workdays more quickly by giving them templates or other help. Think:

  • Google Slides or PowerPoint Templates
  • Accounting spreadsheets
  • Workflows
  • KPI trackers and calculators

Many people think that giving up their personal information is a small price to pay for something that will help them with a real work-life problem, so they don't mind.

Subscriber-only Emails

Websites like Substack and Ghost are making email subscriptions more popular and making money from them. Though the content isn't gated, the principle is the same: The reason the content is so interesting is because it is unique, regular, and important. If you can get all three of these things right, you might be able to build, keep, and grow a group of newsletter subscribers.

White Papers, Guides Or Reports

People often have to pay for white papers, guides, and reports. Research is a good thing to have, but you'll need to show that it's right for you. It's not what your audience wants. They want to learn and be helped, not be sold to by you.

Live Webinars

Webinars are a type of content that is often gated. So why do people like them? They provide useful information, are fun, and have a human touch. They also have a sense of scarcity because there are only so many places. The reason so many people are willing to give their information in exchange for a seat at the table is because of this.

Conclusion

Content gating is very important to getting the leads your business needs to grow. But if you want people to see and trust your brand, you need unlocked content. How will your company find the right mix of content that is gated and content that isn't?

People who could use your business as a solution to their problem might be scared away if they have to pay for content at the start of the sales process. Gates can be used at the top of the marketing funnel, but they can also be used at the middle and bottom of the funnel to get leads.

Comments (0 comments)

    Recent Articles

    • People Manager - Utilize Skills To Manage Employees In Order For Your Business To Take Off

      People Manager - Utilize Skills To Manage Employees In Order For Your Business To Take Off

      After a few years in junior to mid-level positions, you may have decided that you want to become a people manager. But how can you demonstrate that you have the potential to become a people manager if you have never managed a team? Even if you have no prior management experience, it is critical that you can demonstrate that you have the skills that managers require on a daily basis.

    • Social Media Advertising - Increase Your Reach And Engagement Without Breaking The Bank

      Social Media Advertising - Increase Your Reach And Engagement Without Breaking The Bank

      Social media advertising are one of the most efficient and successful ways to reach out to your target audience. These advertisements provide several earning options and are an excellent method to supplement your digital marketing operations.

    • Creative Content Creation - Supercharge Your Productivity And Creativity By Bringing New Ideas To Life

      Creative Content Creation - Supercharge Your Productivity And Creativity By Bringing New Ideas To Life

      We all know that content marketing is all about being creative. It entails satisfying prospects' demands in an unexpected and unique way by developing outstanding pieces. That is why it is critical to understand how we may be innovative in order to improve results, which implies improving conversions and income. Taking inspiration from rising trends is a great strategy to increase your creative content production. Fortunately, there are plenty of innovative content marketing examples available.

    • Hreflang Tags - Best Practices For SEO

      Hreflang Tags - Best Practices For SEO

      Hreflang tags are a technical solution for sites that have similar content in multiple languages.

    • Content Mapping -  The New Money Maker By Engaging New And Existing Customers Using Content Maps

      Content Mapping - The New Money Maker By Engaging New And Existing Customers Using Content Maps

      Without taking into account the consumer journey, content marketing cannot provide results. Content mapping is one of the most effective methods for accomplishing this. It's a valuable asset in content planning since it allows you to match client wants and issues to relevant, interesting content.

    • Take Care Of Yourself When Writing Contents - Reduce Stress When You're Overwhelm And Find More Time For Yourself

      Take Care Of Yourself When Writing Contents - Reduce Stress When You're Overwhelm And Find More Time For Yourself

      We feel that it is critical for academics to exercise self-care in some form every day. So far, we've discussed what self-care is and why it's necessary for you to prioritize yourself in order to feel more motivated and confident about dealing with the problems of generating content. This post will teach you how to take care of yourself when writing contents.

    • Forking - What Are Forks And Its Impact On A Crypto Community

      Forking - What Are Forks And Its Impact On A Crypto Community

      A forking occurs when groups of miners and developers cannot agree on updates to the blockchain network. As a result, one group continues to operate under the same rules, while the other splits off and creates a new blockchain with updated software.

    • SEO Website Migration - Picking The Right Digital Marketing Platform For Your Business

      SEO Website Migration - Picking The Right Digital Marketing Platform For Your Business

      You've created a brand-new website. You want to relocate it smoothly without losing visitors or income. In theory, it appears straightforward. However, SEO website migration is a minefield riddled with possible problems ranging from a reduction in Google ranks to broken links, missing items, lower conversion rates, and the list goes on.

    • Merchandising - Definition, Benefits, And How It Works

      Merchandising - Definition, Benefits, And How It Works

      The practice and process of displaying and selling products to customers is known as merchandising. Retailers use merchandising to influence customer intent and achieve sales goals, whether digital or in-store.