Since its conception, gated content has opened the doors to new business models.

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It offers companies a way to capture leads in exchange for access to premium content. A quid pro quo of sorts.

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But gating content can become addictive and yield negative results. You can’t just put everything behind a wall because it’ll drive more clients away than it attracts leads. 

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No matter how little information you require, data is something you earn through trust-building. Few are willing to give anything to a page they barely know.

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So, how can you properly take advantage of gated content?

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What is gated content?

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Gated content refers to digital material accessible only after a user completes a form with their personal information. 

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This information typically includes details like name, email address, company, and sometimes even job title. 

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The reason behind gating content is that it helps create a database of interested users, potential buyers, and stable audiences.

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Pros of gated content

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1. Lead generation and qualification: By requiring users to provide their information, you can build a database of potential customers who have already shown interest in you. This makes them easier to target: they’re decidedly willing to be contacted.

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2. Content monetization: If you’re offering premium content, such as industry reports or comprehensive guides, gating ensures that only those willing to provide information gain access. This can generate revenue directly from content sales.

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3. Personalization opportunities: Depending on how thorough your information form is, you can learn about the specific interests and needs indicated by users. You can reach out with content they’re more likely to be interested in.

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Cons of gated content

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1. User friction: Many visitors may be bothered and discouraged by the extra step. This might lead to lower conversion rates and potentially turning away potential customers who are not ready to share their information.

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2. SEO impact: Gated content is typically not indexed by search engines because it is not accessible to crawlers. This can impact organic search visibility and lower your content's ability to attract traffic through search engines.

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3. Trust concerns: With so many threats to privacy, users are usually wary of sharing personal information. Gating content can raise suspicions about how the collected data will be used. You do not want to be perceived as a data stealer.

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4. Limited Reach: Gating content limits its reach only to those willing to exchange their information. This approach excludes casual visitors or potential customers who prefer to browse freely before providing their details. You need the general public.

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Best practices for using gated content effectively

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1. Value proposition: Gate content that offers significant value and is perceived as worthwhile by your target audience. High-quality ebooks. Industry reports. Expert webinars. Top of the line.

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2. Progressive profiling: Instead of asking for extensive information upfront, use progressive profiling to gather more details about them over time. This reduces form fatigue and improves user experience.

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3. Transparency and trust: Be clear and transparent as to how the provided information will be used and what’s in it for users. Adhere to data privacy regulations and provide opt-in/out options for communications.

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4. Teasing the goods: Offer teasers or summaries of gated content to entice users. Let them know and evaluate what awaits them if they provide their information. This can lower barriers while still capturing leads. Good teasers grab attention.

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When not to use gated content

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1. Awareness stage: During the early stages of the buyer's journey, users are often seeking information without committing to a specific solution. You’re probably not the only site they’re consulting. So, gating content may scare off potential customers.

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2. SEO strategy: If your goal is to improve organic search visibility and attract a broader audience through content marketing efforts, stay away from gating. You’ll need all the indexed pages you can get. Consider ungating relevant content.

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3. Highly competitive markets: In industries where competitors offer similar content for free, gating will put your business at a disadvantage. Assess whether your gated content is valuable enough to justify the potential loss of leads to your competitors.

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Opening and closing the gates

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Gated content provides opportunities for lead generation and revenue generation. But, as with anything, it can become overused and has its cons.

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Consider factors like the stage of the consumer journey most of your visitors are at, what your business priorities are, and the quality of your content. Not everything needs to be gated all the time.

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Know that gating will always draw at least some people away. All that’s left is deciding whether that loss is made up by what you get in return.

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Evaluate the pros and cons, and make sure you incorporate gated content in a way that’s user-friendly and business-intelligent.

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For more insights on gating content and creating a seamless, customer-centric experience, check out this week’s episode of TOP CMO, featuring Alation’s former CMO!

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‍Ever thought about creating your own thought leadership content? At TOP Thought Leader, we amplify new and established voices so they can become pioneers of their generation. Get in touch with us and embark on your journey!