An Introduction to Gated Content

Gated content involves online materials that require users to fill out a form before they can access them. The content gating strategy has been a prominent marketing method in recent years, and has proven itself to be a reliable way to generate leads. In this article, we will discuss the benefits of gated content to marketers and users, and give you some gated content ideas for you to try on your website. We hope you learn something new!

Why You Should Create Gated Content: The Benefits to Marketers

There are several benefits you can gain from creating gated content as a marketer, including:

  • Makes it easier for you to generate new leads.
  • Helps to generate more qualified leads.
  • Helps to boost your email subscribers, thus increasing the reach of your email marketing.
  • Allows you to provide your target audience with valuable information, enhancing your reputation as industry experts.
  • Gates can have a psychological effect on users as they imply that the information is more valuable or exclusive due to it not being readily accessible.

Why You Should Create Gated Content: The Benefits to Users

The main benefit that users will gain from accessing your gated content is the information you choose to provide them with. Therefore, it is of vital importance that you aim to provide your audience with unique and highly valuable information which they may struggle to find anywhere else. Providing this high-quality information will mean your audience will start seeing you as a trusted source and they will be more likely to develop a relationship with your business.

Types of Gated Content

When choosing which type of gated content to create, you should consider which stage of the marketing funnel your efforts are at: Awareness, Consideration or Conversion. Different types of content work better at different stages in the funnel. Here are our content recommendations for each stage of the funnel:

The Awareness Stage

This stage is located at the top of the marketing funnel, where prospective customers lack knowledge about the product, service or industry in question. The purpose of your gated content at this stage is to provide some initial information about the topic and make them aware of your business and offering. Content which should be gated at the awareness stage could include:

  • Podcasts
  • Press releases
  • Ebooks
  • Reports

The Consideration Stage

After gaining some initial knowledge, the prospective customer may begin to search for a solution to their problems. At this stage, you should provide them with some evidence of how your business can help. This evidence could come in the form of:

  • Case studies
  • Videos e.g. “how to’s”
  • Webinars
  • Ebooks
  • Guides

The Conversion Stage

The conversion stage is the point at which the consumer makes a decision whether or not to purchase what you have to offer. At this stage, persuasive gated content could include:

  • Free trials
  • Free consultations
  • Free product demonstrations
  • Free basic version of your offering

Final Thoughts

Thank you for taking the time to read our article. We hope you now have a better understanding of gated content. If you have any questions regarding the topics discussed in this article, or any questions related to digital marketing, please don’t hesitate to get in touch. A member of our friendly team will always be happy to help.

Olly Eastham