Gated blog content is a tried-and-true way to collect email addresses for your marketing campaigns. But gating all of your best content isn’t necessarily always the best move, either. You should decide on a case-by-case basis if a given piece of content should be gated.
There are multiple factors that determine whether a piece of gated blog content will meet the goals you have for it – or if it will just sit there untouched.
Gating your content can lead your marketing strategy to either skyrocket or nosedive, and it almost entirely depends on choosing the right content to gate. Here’s your guide to deciding whether or not you should gate your best blog content.
First, what is gated blog content?
Gated content is online material that readers
can only access after they fill out a form.
This form – the “gate” in the setup – can ask the reader for multiple forms of contact information (including phone number and business name) but often focuses on capturing a reader’s email address. The gated material itself is often an ebook, a white paper, survey or study results, or an instructional video. Anything that a reader might deem worthy of handing over their contact info for.
The link to a piece of gated content tends to live on a landing page with a paragraph or two that explains what the content offers. This landing page is your chance to explain the value proposition that waits behind the gate form – and subtly encourage readers to fill out the form to access the…