‘Gated content' requires users to fill out a lead form before accessing.
The idea is that user presumably has interest in buying something.
In practice, most visitors just leave the site without filling out the form, while those who do provide contact info often regret it once they've been pestered by the sales team.
Still, gating content makes sense in some cases if you make clear what you will do with the contact info.
+ Gating works best for webinars, educational courses, exclusive content, and product qualified lead projects.
– It is usually counterproductive when applied to e-books, standalone white papers, and original research reports.
3 Key Takeaways:
- Marketing has a main goal of building trusting relationships with potential clients, who may in the future invest in your product(s).
- Gating content doesn't always help gain trust with potential clients, sometimes it scares clients away.
- Gated content however can make sense involving Webinars, Educational courses, Exclusive contents and Customized PQL content.
“The entire point of marketing is to build trusted relationships with people so that they buy something and advocate for you,” says Joe Lazauskas at Contently.