What Is Gated Content?

Gated content refers to any online material or resource that requires users to provide personal information, such as their name, email address, or company details, in exchange for access. This type of content is typically used by businesses as part of a lead generation strategy, enabling them to gather valuable information about their target audience.

Gated content can come in various forms, including eBooks, white papers, webinars, reports, templates, case studies, and more. The idea is to offer high-value, in-depth content that potential customers find valuable enough to share their contact information.

The primary goal of gated content is to convert anonymous website visitors into identifiable leads, which can then be nurtured through the sales funnel. While it’s a powerful tool for building a customer database, businesses need to strike a balance between gating enough content to generate leads and offering free content to build trust and visibility.

Gated vs. Ungated Content

The key difference between gated and ungated content lies in accessibility.

• Gated content: Requires users to submit personal details in exchange for access. The intention is to capture leads or gain deeper insights into the audience.
• Ungated content: This is freely accessible to all website visitors without any barriers. Its purpose is usually to build brand awareness, improve SEO, and establish authority in a particular field.

Key differences include:

1. Lead generation vs. awareness: Gated content is designed for lead generation, while ungated content focuses on brand awareness and visibility.
2. Value exchange: With gated content, users must give something (their contact info) to receive the content, whereas ungated content is openly shared without expectations.
3. Audience intent: People who engage with gated content are typically more serious about learning or solving a problem and may be further along in the buyer’s journey.

While ungated content helps improve SEO and visibility, gated content can help businesses build relationships with potential customers, making it an essential part of a balanced content marketing strategy.

When Should You Gate Content?

Knowing when to gate content is crucial for maximizing its effectiveness. Not all content should be gated; otherwise, it might frustrate visitors. The key is to gate content that is high-value and offers something exclusive that users would be willing to “pay” for with their personal information.

Situations where you should consider gating content include:

• In-depth resources: Detailed eBooks, white papers, or research reports that provide deep insights into a specific topic.
• Case studies and success stories: Potential clients are often willing to exchange their contact details to understand how you’ve helped others solve similar problems.
• Exclusive events: Webinars, workshops, or product demos that offer direct interaction or access to experts.
• Advanced tools or templates: Free tools, calculators, or templates that provide users with immediate practical value.

However, be cautious about over-gating. General blog posts, introductory guides, or widely available information should typically remain ungated to build trust and increase visibility.

Gated Content Examples

Here are a few common examples of gated content:

1. eBooks and White Papers: These are some of the most frequently gated content types, providing in-depth information on a particular topic.
2. Webinars: Users sign up with their contact details to attend live or recorded webinars.
3. Templates and Tools: Offering downloadable resources like Excel templates, checklists, or tools that simplify tasks.
4. Reports and Case Studies: Detailed analyses or success stories that showcase expertise in a particular domain.
5. Exclusive Newsletters: Gated newsletters often offer subscribers special insights, updates, or personalized content that’s not available to the general public.

Each of these examples can be an effective way to collect leads while providing significant value to the audience.

Gated Content Best Practices

When creating gated content, it’s essential to follow best practices to ensure that the process is smooth for users and that you capture high-quality leads.

Key best practices include:

• Offer valuable content: Ensure the gated content is high quality and provides real value that justifies the user giving up their information.
• Be transparent: Let users know exactly what they’ll get in exchange for their details, whether it’s an eBook, access to a webinar, or a report.
• Keep forms short: Don’t ask for too much information upfront. Typically, asking for just a name and email address works best for top-of-funnel leads.
• Segment your audience: Use the data you collect to segment your audience and personalize your follow-up communications.
• Use automation: After users access your gated content, set up automated email workflows to nurture these leads further down the sales funnel.

These practices ensure that gated content serves its purpose without driving users away.

How To Create Gated Content

Creating gated content involves several steps to ensure it is effective in attracting leads:

1. Identify your audience’s needs: Understand the pain points and questions your target audience has and create content that addresses these concerns in detail.
2. Choose the right format: Depending on your goals, you might create an eBook, white paper, template, webinar, or case study. Ensure that the content is detailed and actionable.
3. Develop a landing page: Create a dedicated landing page that clearly explains the value of the gated content and encourages users to sign up. Include compelling headlines and concise descriptions.
4. Create a simple form: Ask for essential information like name and email. Make sure the form is short to encourage more conversions.
5. Set up an automated email: Once users provide their information, send them the gated content immediately through an automated email.
6. Promote the content: Use email marketing, social media, and other channels to drive traffic to your gated content landing page.

By following these steps, you can create gated content that resonates with your audience and effectively generates leads.

What Is Another Word for Gated Content?

Other terms often used in place of “gated content” include:

• Lead magnet: Refers to content or a resource that attracts leads by offering value in exchange for contact details.
• Premium content: Emphasizes the high-quality and exclusive nature of the content.
• Protected content: Implies that the content is restricted or requires some form of access.

These synonyms are often used interchangeably depending on the context, but they all highlight the value exchange between the user and the business.

Pros and Cons of Gating Content

Like any marketing strategy, gating content has its pros and cons.

Pros:

• Lead generation: Gated content is an effective way to capture leads and grow your email list.
• Qualified leads: People who are willing to share their contact information are often more interested in your product or service.
• Data collection: You can gather valuable insights about your audience through the information they provide.

Cons:

• Reduced visibility: Gated content is not freely available, which can limit its reach and prevent it from being shared widely.
• Potential frustration: Some users may be reluctant to give up their contact details and may choose to leave the page rather than fill out the form.
• Impact on SEO: Since search engines cannot index gated content, it won’t help boost your organic rankings.

Balancing gated and ungated content is essential for creating a well-rounded content marketing strategy.

How to Decide If You Should Gate Your Content

When deciding whether to gate content, consider the following:

• Value: Is the content valuable enough for users to give up their contact details?
• Audience stage: If your target audience is at the awareness stage, ungated content may work better. If they’re closer to making a purchase, gated content may be more effective.
• Business goals: What’s your goal—lead generation or brand awareness? Gated content is better for the former, while ungated content is suited for the latter.
• Content type: Gated content should be used for in-depth, premium resources, while blog posts, guides, and articles can remain ungated to build credibility and improve SEO.

By evaluating these factors, you can decide when and where to use gated content effectively within your marketing strategy.