Are you using gated content to build your email distribution list, or are you using it to generate quality leads and boost sales? Those things may seem synonymous, but they’re actually quite different. If you’re just lengthening your email list, you’re missing out. Here’s how to use gated content in a way that maximizes your ROI.
If you’re like most people, you use your conversion rate as a key indicator of gated content performance. But if you think about it, your conversion rate only measures the effectiveness of your landing page and teaser text. It tells you nothing about the performance of your gated content. Here’s why you should measure engagement on your gated content instead of just conversions.
Traditional analytics help you learn a lot about your web visitors and their activity on your site. But what happens after they’ve relinquished their contact info and responded to your content offer? Short of direct contact with the user, you have little to no information about their engagement with your gated content. Did it give them the information they expected?
If you’ve ever sent an email to your distribution list and lamented the fact that you thought it would perform better than it did, you’re not alone. Segmenting your email list can help, but it still has its downfalls. Here’s what you need to know to target your audience more effectively using segmented gated content.
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?
The debate between Gated Content Pros and Cons can be narrowed down to a single question: Are you interested in generating page views or qualified leads? Gated content requires the exchange of information before the visitor can access the content behind it. If the focus of your marketing is to gain qualified leads, then Gated Content is your answer!
Anyone can build a traditional lead nurture track — send promised content, wait a week, and then send a follow-up content offer — and so on. Unfortunately, marketing this way leaves 94% of qualified leads without a close or sign-up. Here is a more successful track to help you take your gated content lead nurturing steps from just okay to awesome!