What Types of Content Should Be Gated?
Whether you’re a business owner or a marketing director, it’s important to know how to use gated content to attract the right audience and boost lead conversion. Read on for comprehensive tips on how gated content marketing works, and what types of content should be gated.
What is Gated Content?
Gated content is a type of content that is not generally accessible or open to everyone, but instead it’s open to potential leads, customers or clients who provide their information to you. Usually, signing up via email is necessary to access gated content. Oftentimes, it’s part of a freemium offer that helps ensure the initial commitment of prospective customers or clients. It is typically offered to leads who are at the middle or the bottom of the marketing funnel.
Gated content can be any type of content that has an added value for your leads. It could be an e-book, a demo video, or even a webinar. Because these types of content are instructional in nature, gated content is typically longer and more detailed than publicly accessible types of content. Leads who want to know more about a product and what it can do to solve their specific problems generally subscribe to gated content because it offers them value they can’t get elsewhere.
How Does it Work?
As well as being an effective way of pinpointing warm leads, gated content also works as a data collection tool. Prospective customers or subscribers willingly enter pertinent data in online forms to access this important content:
- Free or paid subscriptions can be accessed by creating accounts on a website
- Depending on the product, the account can have multiple options on a dashboard
- Alternatively, accounts can provide access to a single product, like a live webinar or online class
Requiring registration to access gated content is a way of collecting data from prospective customers. Doing this means that names, addresses, phone numbers, email addresses, and other demographic details can be gathered from leads. All of this data is important in terms of making follow-ups, sending offers, and closing deals.
If you can, it’s a good idea to store this valuable contact information in a database that’s integrated with an A.I. system. That means you can implement automated functionality, such as enabling you to find out more about the online behavior of your leads. The learning abilities of artificial intelligence are very important in terms of helping you craft offers that are likely to be appealing to your customers. A.I. algorithms can make smarter decisions if they have ample data on which the decisions can be based on, another reason it’s important to collect this kind of data from leads.
Pros and Cons of Gated Content
Just like other marketing and sales strategies, a gated content marketing strategy has its own set of advantages and disadvantages. Keeping these in mind will help you determine whether gated content will be useful for your product or brand.
- Leads are more valuable because they are likely to be converted
- You can gain more detailed information and insights about your leads
- This will result in your sales process becoming more streamlined
- Gated content allows you to screen your prospects more effectively
- Gated content isn’t really shareable
- People might not want to provide their details
- You might only reach a limited portion of your leads, resulting in a smaller audience
- Some data you collect may not be reliable; it may even be fake
When Should You Use Gated Content?
Leads who are already aware of their needs and potential solutions for them need to hear more about the merits of your product in order to be persuaded to purchase. At this critical stage, the bottom of the marketing funnel, you need to prove that your product is the best on the market, and that’s where gated content can set you apart.
Gated content should be targeted at leads who are likely to be converted to customers or paying subscribers. This means that leads towards the end of their buyer’s journey are more likely to be persuaded by gated content than those at the top of the marketing funnel.
You should also make sure that all gated content is detailed and of high quality in order to manage your leads’ expectations. Ensuring that your gated content is carefully crafted and relevant will ultimately prove its value to your leads.
What Types of Content Work Best When They’re Gated?
Content that requires a bit more focus works best for gated content. These content marketing resources should be made exclusively for those who have shown a level of knowledge and interest in your product, and they include things like:
- Demo videos
- Graphic design templates
- Free trials for online services
- Instructional or explainer videos
These types of content provide in-depth details about your product that a prospect who’s nearing the end of the buying cycle will find useful, and it may even be the final push they need to purchase.
There’s also the option to create gated content that has multiple layers. For example, you could repurpose a live webinar recording into a series of instructional videos which viewers can unlock one at a time. This type of multilayered gated content piques the interests of potential customers and encourages them to continue learning about your product in an interactive way.
Another form of gated content requires subscribers to answer surveys. Some surveys can be fun and engaging, providing interesting insights into who you are or what it is you’re offering, while others are more seriously linked into your product. They are both ways in which you’ll find out more about your prospects. In fact, some types of gated content utilize data mining through surveys and quiz questions so that you can more effectively target your ideal audience.
Need support for your content marketing? Let’s chat.