White papers, articles, and videos that are accessible only after users fill out a form are known as “gated content.” The form may only require a user’s name and email address or it may request more information, usually regarding their jobs and organizations. The form pages are also known as registration walls or information gates.
Lead generation is the goal of gated content, which involves gathering user data for potential leads or prospects. However, fewer people will actually find the content because Google doesn’t crawl content that is hidden behind a wall. Ungated content is downloaded 20 to 50 times more frequently than gated content, claims content marketing expert David Meerman Scott. Scott offers his own content for free and without restrictions, and he advises marketers to do the same or at the very least limit the number of fields they require users to fill out.
Content Marketing – Get More Leads With Gated Content
Why is gated content important?
Because it gives an organization a way to grow its clientele, gated content is crucial. Here are some benefits of using gated content:
What is gated content?
Online content such as case studies, videos, articles, presentations, ebooks, and white papers that is only accessible after a user enters the necessary data on a form is referred to as gated or locked content. Depending on the objectives of the business, different types of information from users may be required. Before granting access to the materials, one business may request users’ names and email addresses, whereas another business may request additional information like demographic data or the company the user works for.
Ungated content is the opposite of gated content. Ungated content is accessible to users immediately upon request rather than requiring them to fill out a form or carry out another type of action, like following a social media page.
Examples of gated content
Although there are many different kinds of gated content you can use, consider these four examples to get ideas and better understand how gated content is used:
Templates
A template is a document with some formatting that helps the user input their own information for their project without having to create a form from scratch. Templates help users save a ton of time and, because they call for some familiarity with document creation, some effort. Templates are frequently used by both individuals and organizations for improved productivity and consistency across all document types.
An accounting firm might, for instance, request visitors’ email addresses and company details in exchange for access to a template its experts have created that aids small business owners in tracking costs and revenue. For business owners who require assistance managing their budgets, this template becomes a very useful tool.
White papers
A white paper is a lengthy report that offers in-depth details on a particular subject. Most people who download and read white papers do so in order to gain more knowledge about a particular product or industry. If you write a white paper for your audience, you may include content to support your position, such as statistics, studies, and case studies, which can help your audience learn and build your brand authority.
For instance, a marketing firm might instruct enterprise-level businesses on how to create a plan for acquiring customers. The company may ask readers to provide their contact information at the end of various blog posts on the subject in order to download a white paper that discusses customer acquisition strategies and how to put them into practice using the company’s specialized software.
Webinars
Many people find webinars useful when they want to learn more about a subject from a subject-matter expert. With the aid of a webinar setup, you can deliver distinctive and in-demand content to a live audience, frequently giving them the chance to interact with you while you speak. The webinar is a type of gated content because many businesses create a landing page specifically to collect sign-ups for it. Before receiving the webinar access link in their email, users must register for the webinar by providing information about themselves on the registration form.
A career coach, for instance, might host a webinar for people who want to learn how to find a job they’re passionate about. The career expert might develop a website with a registration form that visitors can use to sign up for the webinar and gain access to the content only there.
Product demonstration
Many businesses use product presentations to persuade customers or clients to buy their goods or related services. You can demonstrate a product’s value to an audience during a product demo, as well as its features, functionality, and potential advantages for buyers. A product demonstration could offer the evidence a potential customer needs to decide whether or not to buy your product after reading the specifications on your website.
If you want to keep projects on schedule and within budget, think about using cloud-based project management software. It may be crucial for the software provider to host product demonstrations so prospective customers can see how the software functions before deciding whether to buy it for their business. Before users can access the demonstration, the software provider may create a registration form. The software company’s sales representatives can follow up with potential customers later.
FAQ
What is a gated asset?
- White paper. A great example of gated content is a white paper.
- Ebook. An ebook is another popular type of gated content.
- Templates. The template is one of my preferred types of gated content.
- Webinar. You can inform your audience about a subject by using a webinar.
How do you promote gated content?
What are Gated Assets? Gated assets are downloadable offers. They could be anything from an eBook or whitepaper to a tip sheet or a self-evaluation. Find out which asset categories best suit your company, and then come up with topic suggestions for each category.
What is a gated landing page?
- Craft content that links to your gated content landing page.
- Send an email blast.
- Add a call to action on your homepage.
- Repurpose parts of your gated content into other assets.
- Set up a paid promotion.
- Optimize old content on your blog.
- Give it to your sales team to use.
