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What is Gated Content?

As a business owner or marketer you may have heard the terms ‘gated content’ thrown around – but what is it? Gated content (GC) is essentially a piece of content (such as an ebook, article, guide, white paper, webinar or video) that requires a user to give some information (such as their name and contact details) before they can access it. In most cases, the content is usually ‘gated’ by a form that needs to be filled out.

Once the form is filled out, the user is either taken to a page where the content is available to be viewed or downloaded, or sent an email which makes the content available there.
Gated content is a lead generation method which uses the principal of a ‘value exchange’. The aim is to produce content that a prospective customer or client would see value in, and in exchange provide their content details.

A great example is; ‘The Ultimate Guide to Content Marketing’ by Donal Scott, Content Manager at WME.

Gated content is a lead generation method which uses the principal of a ‘value exchange’. The aim is to produce content that a prospective customer or client would see value in, and in exchange provide their content details.

How can I use this strategy for my business?

If your company works B to B then gated content might be a great way of topping up your sales funnels and increasing your database.

One of the most important things to keep in mind when employing any gated content strategy is that it’s a long term lead generation method and you can’t expect to get highly qualified prospects from the start. It is a great way of filling up the top of any sales funnel because the contacts that you collect will need to be nurtured. Why? The user was not actively looking for your project or service (like when you’re utilising ‘pull’ types of marketing) but was merely interested in some content.

From there, you could add their details into an email marketing chain to keep in-front of their mind for when they are looking for your product or service.

Some Helpful Tips!

Some important tips and things to keep consider when putting together a GC strategy are:

Create useful, unique content

This is often the hardest part! Think about something that would be valuable to your demographic. Make sure the piece that you create is engaging, useful and unique.

Use a specially designed landing page

In a lot of instances, users interested in receiving gated content are taken to a landing page specifically designed to capture the contact details. This includes a form, information about the content, including the author and reviews. This ‘sells’ the content to the prospect and convinces them that it’s worth them giving up their details to receive the content. It also makes it obvious what the need to do!

Think about how the collected contact details will be used

Building up your database is great, but what are you going to do with the information that you collect? Make sure you have a sound strategy in place or your hard work may go to waste.

Include a Privacy Policy on your landing page or website

It’s extremely important to include a Privacy Policy to when you’re collecting personal information. This will disclose the ways in which their private information may be stored and used by you. Checkout this wikiHow for some help.

Still have questions or would like to learn more? The team here are experienced in running all kinds of ‘gated content’ campaigns. Get in touch on 0800 878 833.