What is gated content and how it will help your lead generation process?

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Daria Tcvetkova
Updated Jul 24, 2023 | Published Jul 24, 2023 | 15 Min. Read

Before we get deeper into the concept, we would like to show you the perfect use case for how gated content can generate thousands of new sales qualified leads for your business.
Now let's dive into the concept!

What is gated content and how to generate new leads with it

Gated content is digital content that is restricted or protected in some way, requiring users to provide certain information or perform certain actions to access it. This can include anything from filling out a form to provide personal information, to paying a fee or subscribing to a service.

One of the main reasons for creating gated content is to generate new leads or gather information about potential customers. For example, a company might offer a free white paper, blog post or webinar but require users to provide their email addresses and other contact information in order to download or access the content. This allows the company to get high quality leads, build a list of interested prospects and follow up with them through email marketing or other outreach efforts.

Gated content can also be used as a way to monetize content or create a revenue stream. For example, a publisher might require users to pay a subscription fee to access premium articles or other exclusive content. Similarly, a company might offer a free trial of a software, product or service, but require users to pay for a full license to continue using it.

Ultimately, gated content can be a powerful tool to attract and engage customers, generate leads, or create a revenue stream. By requiring users to provide certain information or take certain actions to access your content, you can gain valuable insights into their preferences and interests. You can then use this knowledge to better attract potential customers or target them with relevant products and services. Additionally, the extra cost associated with accessing gated content can help to offset the cost of creating or providing the content in the first place. However, it's important to understand your audience and ensure that any restrictions you impose on access are appropriate and enticing enough for them to follow through.

What is an example of a gated content form?

Content forms commonly categorized as white paper, article, eBook, webinar or other. It is a good strategy for promoting your potential leads and expanding your list.

What is the purpose of gating content?

Gated content allows users to fill out a form or purchase subscriptions to access certain sections of content on a website. This is often used to provide leads to brands in order to get valuable data about potential customers.

Benefits of gating your content

There are several benefits to using gated content:

Lead generation
By requiring users to provide personal information or take other actions to access content, gated content can be an effective way to generate high-quality business leads, and gather information about potential customers.

Gated content can also be used as a way to monetize content and create a revenue stream. For example, a publisher might require users to pay a subscription fee to access premium articles or other exclusive content.

Quality control
Gated content can also improve sales qualified lead (SQL) quality making sure that only interested and qualified users access certain content. For example, a company might require users to fill out a form detailing their job title and industry to access a white paper, ensuring that the content is only provided to individuals who are likely to find it valuable. Marketing qualified leads is another way to ensure that only interested and qualified users access certain content. MQLs are leads that have been pre-qualified by sales and marketing teams based on their engagement with a company, such as clicks, page views, or downloads. By requiring users to meet specific criteria to access gated content, companies can be confident that only the most qualified individuals will view it.

Audience segmentation
Gated content can also be used to segment audiences and tailor content to specific groups of users. For social media marketing for example, a company might offer different levels of content access based on the user's subscription level or level of engagement. Tailoring content to specific segments of target audience based on their interests or needs can help keep users engaged and increase the likelihood of conversions.

Data collection
By requiring users to provide personal information to access content, gated content can also be a useful tool for collecting data about website visitors and their interests. This can be used to better understand and target audience segments and to improve marketing efforts.

Content marketing
Gated content can also be used as a way to market and promote content on multiple social media platforms. For example, a company might offer access to exclusive content only for users who share the content on social media or subscribe to an email list. Creating valuable content that requires action from the user is a great way to generate prospective leads and increase your brand visibility and awareness. This can help to drive up engagement, generate new potential leads, and boost the whole sales funnel and sales process.

Improved user experience
Finally, gating content can also help to improve the user experience by ensuring that only users with genuine interest can access the content. This can lead to more meaningful interactions between the company and its customers, as well as increased brand loyalty and customer satisfaction. It is important to note that gated content should be used strategically to maximize its benefits. Using gating content without considering a user's interests can have a negative impact on the user experience and could potentially lead to users abandoning the site altogether. It is important to consider the customer's needs when determining which content should be gated and how it should be gated. Additionally, companies should ensure that the benefits of gating content outweigh any potential drawbacks.

By understanding how to use gated content, companies can leverage it to improve user engagement, generate qualified leads, and create a more positive customer experience. Gated content can be an effective marketing qualified lead-generation tool for any business looking to capture qualified leads and optimize their online presence.
It is also important to consider the implications of data privacy when using gated content as users will be providing personal information in order to access gated content. Companies should ensure that they have a secure data policy in place and that users' information is kept safe and private. Additionally, companies should provide users with a clear understanding of how their information will be used before they are asked to provide it. This can help to build trust between the company and its customers, while also ensuring the security of customer data.

The power of SEO in promoting gated content

In today's digital age, merely having top-tier gated content isn't enough. It's pivotal that your content stands out in the vast ocean of information on the internet. Enter the undeniable potency of Search Engine Optimization (SEO). SEO is more than just a buzzword; it's a tactical approach that ensures your gated content ranks higher on search engine results. By integrating specific keywords, building high-quality backlinks, and optimizing the technical aspects of your site, you're essentially making your gated content more visible to your target audience. But remember, SEO isn't just about getting your content in front of eyeballs; it's about getting it in front of the right eyeballs. A well-executed SEO strategy not only amplifies the reach of your gated content but also ensures it's reaching a demographic genuinely interested in what you're offering. This can lead to better lead quality, increased engagement, and ultimately, a higher conversion rate. As the landscape of digital marketing evolves, SEO remains a steadfast ally in promoting and enhancing the effectiveness of your gated content. So, as you embark on your journey with gated content, don't forget to equip yourself with the power of SEO to truly unlock its potential.

Lead generation tools or different types of gated content

There are several different types of gated content that you can use to boost your lead-generation process:

  • Forms: requiring users to fill out a form with personal information to access the content.

  • Registrations: requiring users to create an account or sign up for a service to access the content.

  • Paywalls: requiring users to pay a fee or subscription to access the content.

  • Social media gate: requiring users to follow a social media account or share content on social media to access content.
Gated content can be effective in generating leads and monetizing content, but it's important to strike a balance. If the barriers to access are too high, users may be less likely to engage with the content. It's also important to consider the value of the content being offered and ensure that it is worth the effort required to access it. Finally, it's important to consider how gated content fits into the user experience and whether it affects the overall usability of a website. Gating content may be beneficial in certain circumstances, but as with any marketing strategy, it's important to weigh the pros and cons before making a decision.
One way to ensure that gated content is effective is to ensure that the content itself is compelling enough for users to want to put in the effort required to access it. This could include offering exclusive offers or discounts, unique insights or information, or providing valuable resources such as e-books and whitepapers for your target audience. Additionally, it's important to make sure that the process of accessing the content is as easy and straightforward as possible so that users don't get frustrated and give up before reaching their goal. By taking the time to create content that is valuable and making it easily accessible, brands can ensure that gated content works effectively to generate more leads, and increase engagement.

What are the three stages of gated content?

There are typically three stages of gated content:

  1. Awareness: At this stage, users are introduced to the content and are aware that it exists. This could be through search results, social media posts, or other forms of promotion.
  2. Consideration: At this stage, users are interested in the content and are considering accessing it. This might involve filling out a form to receive more information, signing up for a newsletter, or visiting a landing page to learn more.
  3. Conversion: At this stage, users have decided to access the content and are completing the required action, such as filling out a form or paying a fee.

Each stage of gated and content marketing should be designed to effectively engage and convert users. It's important to consider the user's experience and make it as easy and seamless as possible for them to access the content. This may involve providing concise information about the content, offering several options for accessing it and making the process of completing the required action simple.

The essential role of lead generation in today's digital landscape

Lead generation is more than just a buzzword; it's the lifeblood of any thriving business in the digital age. While generating leads is a primary goal, the quest for quality leads takes precedence. After all, it's these quality leads that your sales team can nurture and, with the right approach, turn into loyal existing customers. The importance of lead generation is magnified when you consider its direct impact on your sales funnel. A robust lead generation campaign can not only fill the funnel but also ensure that what goes in as potential interest comes out as qualified leads ready for conversion. But how do we improve lead quality? The landing page is often the first touchpoint.

Optimized landing pages don’t just capture attention; they're your frontline in the lead capture process. Gated content examples, like exclusive reports or in-depth tutorials, enhance this experience, offering value in exchange for user details. And then there's the integration of modern tools, like Twitter lead gen cards, which streamline the data capture process, making it user-friendly. But it's not just about gathering leads. Lead scoring offers a structured approach to rank and prioritize these leads, ensuring that your sales team focuses on those with the highest conversion potential. And in this vast digital ocean where visibility is key, search engines play a pivotal role. A strong online presence not only propels lead generation but also helps increase brand awareness, ultimately fostering brand loyalty. In essence, every facet of lead generation, from the strategies deployed to the tools used, underpins the growth and sustainability of a brand in the online realm.

Developing effective strategies for gating your content

Another way to make gated content more effective is to leverage personalization strategies. By using data collected from users through registration forms or other interactions, brands can create gated content that is tailored to each individual user's interests and needs. This not only ensures that users are more likely to complete the process of accessing the content, but it also helps them get a better understanding of what their personal preferences are and how they can make use of the content being offered. Personalization strategies can help brands generate leads more effectively and make sure that gated content resonates with their target audiences.

Developing an effective content-gating marketing strategy requires careful planning and implementation. Here are a few tips to help you get started:

Identify the value of your content
Content gating should be used to protect valuable information or resources that would benefit from limited access. This could include case studies, customer stories, white papers, product demos, or other materials of value.

Set reasonable expectations
When deciding on a content gating strategy, set realistic expectations for the user experience. Your goal should be to create an enjoyable experience that does not impede or delay progress in any way.

Consider alternative approaches
Content gating need not always involve the use of forms and sign-up forms. Alternatives such as social media authentication or a paywall could also be used to limit access.

Monitor user behaviour
It's important to track and monitor user behaviour both before and after content gating is implemented in order to gauge success. This will help you identify any issues that may need adjustment and make other necessary changes.

Qualify and score leads
Not all leads are created equal in the sales cycle. Some are ready to buy, while others are just beginning to explore their options. It's crucial to tailor your approach accordingly.
To streamline the process, many companies have implemented standardized lead scoring systems. These systems utilize a scale of 1-100 to determine the lead's position in the customer journey. Each action taken by a lead is assigned a certain number of points, with serious actions earning additional points. For example, following a certain number of people on Facebook may cost 10 points, while filling out a "Request a Demo" questionnaire could be worth 20 points. Each lead accumulates a total of 35 points across these tasks.
By qualifying and scoring your leads effectively, you can gain valuable insights and prioritize your efforts, ultimately boosting your sales performance. Harness the power of lead qualification and scoring to maximize your success.

Elevating online lead generation through strategic gated content techniques

When diving into the vast world of online lead generation, it's paramount to deploy tactics that not only capture attention but also cultivate brand loyalty. The cornerstone of this strategy often revolves around generating leads that the sales team can convert into existing customers. Think of the lead generation process as a meticulously constructed sales funnel. At its top, potential customers are introduced to a brand or product through channels like search engines. As they move deeper, they encounter carefully crafted landing pages, each serving as a beacon to guide them further down the funnel. Here, the magic of gated content shines. Offering gated content examples, such as insightful e-books or exclusive webinars, entices visitors to engage more. But, it's not just about presenting content behind a 'gate'. It's the appeal of the lead gen forms, like Twitter lead gen cards, that play a pivotal role in lead capture.

Quality over quantity remains the mantra. Incorporating lead scoring ensures that the leads passed onto the sales team are not just numbers but quality leads, primed for conversion. Moreover, to improve lead quality, one should constantly refine the landing pages and reevaluate the lead generation campaign strategy. As the end goal of any lead generation effort isn’t merely to amass a database but to nurture a base of qualified leads genuinely interested in the product or service. Ultimately, the synergy of well-placed gated content, strategic landing pages, and smart lead gen tactics is a testament to why lead generation is so crucial in the digital era. As brands strive to increase brand awareness, the careful orchestration of these elements is what makes the difference between a fleeting visitor and a loyal customer.

Harnessing the synergy of copywriting and gated content

In the vast realm of digital marketing, the strength of your message is as vital as the medium through which you deliver it. This is where the art of copywriting seamlessly integrates with the mechanics of gated content. A compelling piece of copy isn't just about using fancy words; it's about crafting a narrative that resonates deeply with your audience, urging them to take the desired action. For gated content, this means creating a tantalizing teaser or an irresistible headline that compels the visitor to share their details. Imagine presenting a locked treasure chest, and the only key is the user's engagement. The allure lies not just in the promise of value inside but also in how you frame it. Every word, every call to action, has to be meticulously designed to evoke curiosity and interest. In essence, while gated content is the treasure trove of information or resources you're offering, copywriting is the magnetic pull that draws users towards it. Marrying these two powerhouses ensures not just higher engagement but also paves the way for a meaningful connection with your audience. Remember, in the dynamic digital dance, the steps matter as much as the rhythm, and when gated content waltzes in sync with persuasive copywriting, it's a performance that's bound to captivate.

Tips for making your gated content more appealing to prospects

Create a compelling headline
A great headline is the first step to engaging visitors and drawing them into your content. Make sure it conveys the value of your offering and makes it clear why readers should click through.

Use visuals
Images, videos, and other visual elements can help make your content more engaging and appealing. Consider adding visuals that will draw attention and help illustrate your points.

Offer incentives
Offering incentives such as exclusive discounts, special offers, or free trials can encourage people to fill out forms and provide their contact information in exchange for access.

Provide an easy path to conversion
Once users fill out a form or sign up for access, make sure they are taken directly to the content they are looking for. This will help increase the likelihood of conversions and ensure users have a positive experience.

Follow up
After visitors access your gated content, you and marketing team should follow up with them to find out how they liked it, answer any questions they may have, or provide extra resources. Following up is key to keeping prospects engaged and ensuring that they are getting the most out of your content.
Content gating is a powerful tool in lead generation strategies that can help you capture customer data, increase engagement, and ultimately drive more conversions. By following these tips, you'll be able to create an effective lead-generation strategy that will appeal to prospects and make them more likely to convert into customers. With the right approach, content gating can be an invaluable asset in your lead-generation efforts and your toolkit.
It's important to test your content gating strategy to make sure it provides various and effective lead generation tools. Monitor user engagement, track conversions, and adjust your lead gen approach based on the results. Testing and optimizing your lead generation strategies and campaign will help you optimize your approach and ensure that sales teams and marketing teams are getting the most out of gated content.

Martekings: your one-stop solution for producing high-quality gated content

If you are trying to scale your business or boost your lead generation process, Martekings can help you create impactful content that creates value for customers while being cost-effective. Besides, we could even do the same hack with ProductHunt from A to Z in 12 days. Book a demo and we'll be happy to walk you through our services!