Marketers are always concerned about presenting the content to the users. Do we give it all away, or do we ask for the reader’s information in exchange for the content?
Here is when gated content comes into the picture. Gated content refers to online content such as white papers, articles, and videos that need visitors to fill out a form to access them. The form may only request the user’s name, email address, or extra information about their occupations and organizations. The form pages are sometimes known as information gates or registration walls.
On the other hand, users can see the content that is. Although there may be an option to join up or supply data in exchange for an incentive (usually more material or a newsletter), the user can access the data without entering any information.
Gated Content: An Overview
Gated content is content that is not freely accessible to all users. Access to it might be restricted to website members or those who take some action to acquire access. In some instances, content is gated because it is private and confidential, while in others, the content has a high value.
When searching online, most people would have noticed how gated material can be accessible. Membership in an organization, a one-time payment or a monthly subscription, signing up for emails, completing a survey, or posting a link on social media are all common ways to gain access.
Advantages Of Gated Content
Revenue Generation
Some types of content are more valuable than others, and access to them might be charged. This concept is used by Netflix, Spotify, Prime Video, Ancestry, and many other firms. Basic membership with access to some content is free in many situations, while premium content requires a one-time cost or, more typically, a monthly subscription. Keeping gated content current and good is essential to keeping users interested.
You can find gated content on various websites, including those that sell online courses, blogs, newspaper websites, and ‘how to’ websites.
Related: Content Planning for the Website and Social Networks (With an Example)
Data Security & Protection
The most general application of gated content on websites is to keep private information secret. Anyone who wants to access information about their bank account, medical data, or children’s education, for example, must check in to a members’ area where they are presented with individualized information that no one else can see.
Aside from preserving privacy, having a members’ area on a website has numerous advantages. It can help to maintain user information and contact details and is used to accept payments, modify membership plans, and access communications.
Brand Building
Some businesses thrive on their exclusivity. By making some or all of their items unique to specific customers, these brands build reputations that allow them to charge more excellent rates for their products. One method is to fence the most exclusive products and demand customers to become members to view them.
Customer Loyalty
Another brand-related use for gated material is to increase consumer loyalty, commonly accomplished through a subscription. Non-members do not receive exclusive deals when they sign up for brand memberships.
Amazon Prime members, for example, get free shipping and access to movies and music, while Tesco Clubcard members get in-store discounts and points that can be exchanged for money off vouchers at restaurants and venues. As a result, gated content is used by thousands of businesses to strengthen customer loyalty, develop relationships, and boost long-term sales.
Grow Email Lists
Email marketing has continuously beaten all other types of marketing in terms of return on investment (ROI), which is why it is so popular. It’s also a very cheap way to promote to individuals because it specifically targets those who have expressed an interest in a website and its products or services.
A website must continually demand new subscribers to maximize the effectiveness of email marketing. Giving them access to gated content is one method to tempt them. In addition, websites demand users sign up before they can download reports or white papers, which is why some websites require a subscription to obtain money-off vouchers or early access to new collections.
Related: How To Create a Perfect Strategy for Your Next Content Marketing campaign?
Why Do You Need Gated Content?
Gated content increases lead generation, leads to more sales, offers analytics and insight into your customers, and allows for email list segmentation.
Gated content generates leads that may be nurtured into prospects through marketing activities, whereas ungated material enhances traffic and builds trust with your audience.
Both types of content are beneficial and should be part of any content marketing strategy.
Conclusion
You might wonder, “How can I decide if I should gate my content?” It depends on your objectives: brand visibility/SEO or lead generation.
Consider the type of material as well. For example, longer-form content, such as an ebook, is better suited to gated content, but shorter-form content, such as blog entries, is better suited to ungated content.
Contrary to popular belief, hiding content and having visitors pay or do an activity to view it can be helpful. We can use it to preserve security, generate income, expand subscription lists, promote brand exclusivity, and boost customer loyalty.
