What is gated content?

Gated content refers to any valuable resource that visitors can only access after they provide some personal information, usually by filling out a form. Think of it like a digital checkpoint where you trade a bit of your information for something useful. This information often includes your name, email address, and sometimes company details or job title.

Businesses use gated content as a way to generate leads. Instead of just giving away all their best content, they offer it as an exchange. People who are genuinely interested in the topic will be willing to fill out the form, signaling their interest and becoming a potential lead for the business. This strategy is common in digital marketing, content marketing, and even paid advertising campaigns.

Common examples of gated content include ebooks, whitepapers, detailed guides, templates, webinars, online courses, and exclusive research reports. The idea is to offer something so valuable that your audience feels it's worth sharing their contact details to get it.

Why it matters for lead generation

Gated content is a cornerstone of many lead generation efforts because it helps businesses collect valuable contact information. Once you have a person's email address, you can start building a relationship with them through email marketing, offering more helpful content, and eventually presenting your products or services. This is a much more effective way to find potential customers than just hoping they stumble upon your sales page.

Beyond just collecting emails, gated content also helps qualify leads. Someone who takes the time to fill out a form to download an ebook on 'Advanced SEO Techniques' is likely more interested in SEO services than someone who just reads a blog post. This helps marketing and sales teams focus their efforts on people who are more likely to become customers.

It also allows businesses to understand their audience better. By seeing which types of gated content get the most downloads, you can learn what topics resonate most with your target market. This insight can then guide your future content creation and marketing strategies.

Best practices for effective gated content

Offer real value

The most important rule for gated content is that it must be genuinely valuable. If your content is not high quality, helpful, or unique, people won't want to fill out a form for it. Ensure your ebook solves a real problem, your webinar teaches a new skill, or your template saves significant time.

Clear value proposition

Before someone fills out your form, they need to know exactly what they're getting and why it's worth their information. Use a compelling title and a clear description on your landing page. Highlight the benefits they'll receive, not just the features of the content.

Optimize the form

Keep your form as short as possible, especially for content that's meant for people early in their buying journey. Asking for too much information upfront can scare potential leads away. For more advanced content or bottom-of-funnel offers, you might ask for more details to better qualify leads.

Promote effectively

Even the best gated content won't work if no one knows about it. Promote your gated content through various channels: share it on social media, mention it in blog posts, send it in email newsletters, and consider running paid ads to drive traffic to your landing page.

Have a follow-up strategy

The goal isn't just to get the email address, but to nurture the lead. Have an automated email sequence ready to send to people who download your content. This can include a thank-you email, links to related content, and eventually, information about your products or services.

Key metrics to track

To know if your gated content strategy is successful, you need to track several key metrics:

• Conversion rate: This is the percentage of people who visit your landing page and then fill out the form. A higher conversion rate means your offer and landing page are compelling.
• Number of leads generated: Simply, how many new leads did your gated content bring in.
• Lead quality: Are the leads you're generating actually interested in your products or services, and are they a good fit for your business? This can be harder to measure but is crucial.
• Cost per lead (CPL): If you're running paid ads to promote your content, track how much it costs to acquire each lead. This helps you understand your return on investment.
• Engagement: After downloading, do people actually read the ebook or watch the webinar? While harder to track directly, surveys or follow-up interactions can provide insight.

Gated content is a powerful tool for lead generation when used thoughtfully. By offering valuable resources and having a clear strategy for promotion and follow-up, businesses can effectively grow their list of potential customers and nurture them towards a sale.