In the world of lead generation tactics, gated content is a topic that sparks both praise and skepticism. But what is gated content exactly, and when should it take center stage in your digital strategy or play a supporting role?
Keep reading to explore its benefits and drawbacks, develop a strategic approach, and assess its impact.
Gated content is that valuable piece of comprehensive information, be it an eBook, whitepaper, or webinar, that's out of reach until a visitor exchanges their contact details (typically an email address) to access it. The gate here symbolizes a door, and the key to unlocking this advice-filled vault is a lead magnet.
Gated content can take various forms:
Each piece of gated content is a specialized tool in your lead generation belt, offering depth, authority, and exclusivity.
While the notion of gating content is frequently debated, there's no definitive answer to whether it's good or bad. Let's analyze the pros and cons for a well-rounded view.
Gated content's effectiveness hinges on your audience’s preferences, your overall marketing strategy, and the type of content itself.
Gated content isn't a one-size-fits-all solution. It works best when used strategically, not as a magic fix for all marketing needs, but as a thoughtfully crafted tool to hit the bullseye.
Place gates for different levels of content consumption. This largely depends on your audience’s position in the buying funnel. High-intent content, such as product webinars for decision-stage prospects, is often better gated than top-of-funnel awareness content.
Ask yourself, ‘What's in it for the reader?’ Ensure that the value of the gated content outweighs the effort of filling in details. Align the perceived value of the content with what the user anticipates.
Be smart about collecting data. The more fields in your form, the more likely users are to drop off. Choose wisely and think about adding fields as users move through the buying process.
Gated content is like a deal: prospects share info, and you share valuable knowledge. Let's explore best practices for this fair trade that keeps trust intact.
Make sure the content is not just well-crafted but also super appealing. It should tackle a problem and provide effective solutions in a user-friendly design.
Your landing page is like the front door to your exclusive content. Make sure it's well-designed, communicates clearly, and has a strong call-to-action to guide users confidently.
Make the path to your gated content straightforward and strategically aligned with user journeys across different platforms.
Similar to other online platforms, gated content needs to be measured, analyzed, and adjusted. Without Key Performance Indicators (KPIs), your gate might end up as a neglected relic, a place where potential leads vanish.
The simplest metric for success: How many users downloaded your gated content? Keep an eye on this to understand your conversion funnel’s effectiveness.
Out of those registrations, how many actually accessed and viewed the content? A low conversion rate may imply weak content or user reluctance toward gated content.
High-quality leads are the crown jewels of gated content. How many of the registrants fit your Ideal Customer Profile (ICP)?
What did users do once they accessed your content? Did they bounce, or did they engage further with your brand through additional content or CTAs?
Finally, what's the long-term benefit? Look for the ROI from the leads acquired through gated content, understanding the lifetime value they bring to your business.
Gated content is a powerful marketing tool that, when used wisely, can significantly boost lead generation and fuel business growth. Forget asking if it works. Instead, let's focus on leveraging it effectively in an ever-evolving digital landscape. The key is understanding its strategic use and picking the right content to gate, making it a valuable tool without becoming a barrier to growth.
Exploring gated content online can be tricky, like navigating unknown waters. But luckily, Lake One is here to help steer the ship. We're here to guide your gated content strategy, implement best practices, and ensure your lead-generation efforts not only reach but exceed your goals.
Interested in learning more about gated content or how we can help? Let's chat.