What Is Gated Content and How to Use It to Get More Leads
How you decide to market a new piece of content to your audience is just as important as the quality of the content you produce, especially if you are looking to build leads with your marketing. Do you give it away for free or do you lock the content and request the reader’s information in exchange for access to the new material? Gated content is a pillar of effective inbound marketing — But what is gated content and how can it get you more leads?
What is Gated Content?
Gated content is the practice of hiding content behind a subscription-wall, requiring a user to complete a form or purchase a subscription prior to gaining access to a specific section of content on a website. Gated content is often used as a tool for lead generation, helping brands gather data about their prospective clients.
Marketers often use gated content to create leads by providing prospective clients with their high-quality content in exchange for their contact information, such as their name, email address, and social media handles. While the content varies depending on the nature of the intellectual property, the most popular content is in the form of e-books and videos but does not have to be restricted to a downloadable asset. Free consultations, product demos, and price quotes are also examples of content not needing a download but are often gated assets.
Gated content is not content that requires your visitor to pay to access it. Gated content simply trades access to the content in exchange for information from readers.
Using Gated Content to Generate More Leads
It is imperative to remember that once you place content behind a gate, users can not see it — ungated content, such as a blog post is more likely to go viral than the e-book you gated. What you decide to be gated content and when you decide to implement content gating are equally important considerations in your marketing strategy.
Do not Gate Content Too Early: Gating content too early often scares away prospects who could use your business as a solution for their problem. By waiting until later to use gates, you increase brand visibility while still generating leads in the marketing funnel.
Make Sure Content is Valuable: High-quality content is the priority. You want to make the prospect’s effort to connect worth it. Focus on providing actionable content, not just that which will fill up your email list. Make sure your content aligns with your potential buyer and their journey — know your audience!
Optimize Your Collected Leads: Engage the leads you do get! Collecting emails does nothing if you do not follow-up and segment your audience. Instead of annoying your prospects with irrelevant emails to the point of having them unsubscribe, make sure you only send content that is appropriate for each lead. Find a good balance of what and how many emails to send to each audience. HubSpot says 16 to 30 email campaigns a month, to segmented groups, generate the best response — anything lower or higher than that reduces the open rate and click rate.
Gated content is an effective way to improve your lead generation. Most of the time you will receive quality leads if you continue to deliver valuable content to their inbox and optimize your leads the right way to entice your audience to interact. Apply these strategies, and your lead generation is bound to improve.