What is Gated Content?

Gated Content is a marketing strategy that has been around for years.

It originated in the era of print media where readers were required to purchase the content. The advent of digital marketing, however, brought a new dimension to this strategy. In the digital marketing world, Gated Content means securing your prized online content behind a barrier—like a form that requires key information from users before they can access the resource.

The tactic plays a major role in gaining new leads and driving conversions. By gating the content, businesses get something valuable - a potential customer's contact information - in exchange for their high-quality content. It's like a trade; you give useful content and in return, you get the details you need from the potential customer. This practice is useful in the Conversion phase as it not only reels in new visitors but also converts them into leads, nurturing them further down your sales funnel.

Examples of Gated Content

1. E-books: An agency could generate an in-depth ebook or guide that would attract its target audience, and before allowing the content to be downloaded, the agency could ask for contact information.
2. Webinars: Hosting webinars on hot topics can drive traffic. Before letting users sign up for the webinar, a business might ask them to fill out a sign-up form.
3. Online Courses: Online training providers often use gated content. Before granting access to course materials, they might ask users to complete a form.
4. Research Reports: Market research firms or companies can gate their comprehensive annual reports, requiring users to provide their email in exchange for the download link.
5. Premium Blog Content: Bloggers could offer premium posts or content available only to subscribers who provide a valid email address.

Marketing Tactics Similar to Gated Content

• Content Marketing: This is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience—and ultimately, to drive profitable customer action.
• Landing Pages: These are stand-alone web pages designed for a specific marketing campaign. Customers arrive at these pages after clicking on a marketing promotional link, similar to the gate in gated content strategy.
• Email Marketing: Once you have the customers' emails from the gated content, this tactic involves sending direct marketing messages to these people to encourage further engagement.
• Lead Generation: This is the process of attracting and converting strangers into those who have shown interest in your company's product or service. It is often achieved using gated content.
• Inbound Marketing: This refers to marketing strategies that draw customers in, rather than marketers having to go out to get prospects' attention. It often uses content that can be gated.

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