Gated content refers to valuable information or resources that are hidden behind a virtual barrier, such as a form, sign-up page, or subscription. Users must provide personal information, such as their name and email address, to access this exclusive content.
This tactic is frequently employed in content marketing and SEO strategies to generate leads, increase subscriptions, or enhance user engagement. Below, we will explain the role of gated content in digital marketing, its benefits, and some examples of its implementation.
Benefits of Gated Content
One of the primary reasons businesses use gated content is to generate leads. By offering valuable content in exchange for user information, companies can expand their email lists and gather more potential customers for future marketing campaigns. For example, HubSpot uses gated content to capture leads by offering free marketing resources, such as eBooks, templates, and webinars.
Enhanced User Engagement
Gated content often attracts highly engaged users who are genuinely interested in a company’s offerings. Users who willingly provide their information in exchange for access to exclusive content demonstrate a higher likelihood of engaging with the brand and its products or services. This article from OptinMonster offers insights into how gated content can effectively improve user engagement.
Boosted SEO Efforts
While gated content itself may not directly contribute to search engine rankings, it can support other SEO efforts. By offering valuable content, companies can establish themselves as thought leaders and authoritative sources within their industry.
As a result, high-quality backlinks and increased social sharing can lead to improved search engine rankings. Neil Patel’s blog post discusses the role of gated content in an effective SEO strategy.
Examples of Gated Content
eBooks and Whitepapers
eBooks and whitepapers are popular forms of gated content. They offer in-depth information on a specific topic, providing value to users who are willing to exchange their contact information.
For example, Moz frequently publishes white papers on various SEO topics, which users can access by providing their email address.
Webinars and Online Courses
Webinars and online courses are another common type of gated content. By offering exclusive access to live events, workshops, or educational resources, companies can attract highly engaged users who are interested in their expertise. For instance, Digital Marketer offers a subscription-based platform with access to online courses and certifications on digital marketing topics.
Templates and Tools
Templates and tools provide practical value to users, making them an attractive form of gated content. Examples include social media calendars, content marketing templates, and SEO audit tools. CoSchedule is one such company that offers a variety of marketing templates in exchange for user information.
Best Practices for Gated Content
When implementing gated content, consider these best practices:
- Ensure value: Offer content that is genuinely valuable and worth the user’s information. High-quality, in-depth, and actionable content is more likely to attract engaged users.
- Keep forms simple: Avoid asking for too much information, as it can deter users from signing up. Stick to essential fields, such as name and email address.
- Test and optimize: Continuously test and optimize your gated content strategy to determine what works best for your target audience. Monitor user engagement, conversion rates, and lead quality to refine your approach.
In conclusion, gated content is a powerful tool for content marketing and SEO, helping businesses generate leads, enhance user engagement, and support search engine optimization efforts.
By offering valuable resources such as eBooks, whitepapers, webinars, and templates, companies can attract a highly engaged audience and expand their email lists for future marketing campaigns.
To ensure the success of a gated content strategy, it’s essential to provide genuine value, keep sign-up forms simple, and continuously test and optimize for the best results. By following these best practices, gated content can become a crucial component of a comprehensive digital marketing strategy.