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What are the most effective ways to use gated content for lead generation?

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Gated content is content that requires users to provide some information, such as their email address, name, or company, before they can access it. It is a common content marketing strategy to generate leads, or potential customers, for your business. But how can you use gated content effectively to attract and convert your target audience? In this article, we will share some tips and best practices to help you create and promote gated content that works for your lead generation goals.

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Jason Patterson

Founder of Jewel Content Marketing Agency | Truths & Memes | Content Strategy, Thought Leadership, Copywriting, Social…

1 Define your value proposition

The first step to using gated content for lead generation is to define your value proposition, or the benefit that users will get from accessing your content. You need to convince them that your content is worth giving up their personal information, and that it will help them solve a problem, learn a skill, or achieve an outcome. Your value proposition should be clear, specific, and relevant to your audience's needs and interests. You can use headlines, subheadings, bullet points, images, or testimonials to highlight your value proposition on your landing page or opt-in form.

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2 Choose the right type of content

The next step is to choose the right type of content to gate. Not all content is suitable for gating, as some users may expect to access it for free, or may not find it valuable enough to share their details. Generally, the best types of content to gate are those that offer in-depth, exclusive, or actionable information that users can't easily find elsewhere. Some examples are ebooks, white papers, case studies, webinars, courses, templates, or tools. You should also consider the stage of the buyer's journey that your content targets, and match it with the appropriate level of information and commitment.

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Jason Patterson

Founder of Jewel Content Marketing Agency | Truths & Memes | Content Strategy, Thought Leadership, Copywriting, Social Media 'n' Stuff for B2B & Tech
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70% of B2B buyers are sometimes or frequently let down by the quality of gated content. So don't worry so much about the format of whatever content you choose to gate. Worry about the quality. Otherwise you may be hurting your sales and your brand.

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Torri Hawley

Director of Client Learning Experience at Tamarind Learning, driving client engagement.
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Using quizzes and surveys in gated content effectively serves the provider and the user. It personalizes the experience, making it more engaging and relevant, and shows an understanding of the user's unique needs, enhancing trust and credibility. This approach also aids in lead qualification. The insights from user responses enable precise audience segmentation and tailored communication, countering email fatigue with targeted, credible content. This ensures sustained user engagement and content authority. The data we gather from these responses offers deep insights into our audience's preferences and challenges. This enables us to segment our audience effectively and tailor our communications accordingly.

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3 Optimize your opt-in form

The third step is to optimize your opt-in form, which should be as easy and frictionless as possible to prevent users from abandoning your page or changing their mind. To do this, you should ask only for the information that is relevant to your content and goals. Additionally, use clear and concise labels and instructions for your form fields, avoiding jargon or technical terms. Incorporate a catchy and compelling call to action (CTA) button that tells users what they will get when they click it. Finally, test and experiment with different layouts, colors, fonts, and images for your opt-in form in order to measure their impact on your conversion rate.

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Jason Patterson

Founder of Jewel Content Marketing Agency | Truths & Memes | Content Strategy, Thought Leadership, Copywriting, Social Media 'n' Stuff for B2B & Tech
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Users have no reason to trust companies with their data. And they can get frustrated easily when those annoying little stars and asterisks keep appearing. So only include as many mandatory fields in your opt-in form as already cover the information your user already knows they're giving away when they give you their email address. Don't get greedy and insist on more.

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4 Promote your gated content

The fourth step is to promote your gated content to your target audience and drive traffic to your landing page or opt-in form. You can use email marketing, such as sending an email to existing subscribers or segmenting them based on interests and behavior. You can also promote your gated content through social media platforms, like Facebook, Twitter, LinkedIn, or Instagram. Additionally, you can write a blog post related to the gated content and use it as a teaser or lead magnet. Furthermore, you can optimize your landing page for search engines and use keywords and meta tags to rank higher. Finally, you can use backlinks, guest posting, or content syndication to increase domain authority and credibility.

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Jason Patterson

Founder of Jewel Content Marketing Agency | Truths & Memes | Content Strategy, Thought Leadership, Copywriting, Social Media 'n' Stuff for B2B & Tech
(已编辑)
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Numbers vary, but gating your content may be costing you half your awareness. Which means that to get it seen, you need to be promoting it — aggressively and with precision. You also want to make it mandatory that the prospect give you a real email address, because anyone can just give you a name and address of Seymour Butts at [email protected].

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5 Nurture your leads

The fifth step is to nurture your leads, or the users who have accessed your gated content and provided their information. You want to build a relationship with them and guide them through the buyer's journey, rather than lose their interest or trust after they have consumed your content. To nurture your leads, you should follow up with them via email, thanking them for accessing your gated content and asking for their feedback. Additionally, you should segment your leads based on their profile, behavior, or preferences and tailor your communication and offers to their needs and goals. Furthermore, provide value and education to your leads by sharing relevant and useful content that helps them solve their challenges or achieve their outcomes. As an extra step, you can use webinars, podcasts, videos, or live events to interact with your leads and showcase your expertise and authority. Finally, create a sense of urgency and scarcity to motivate them to take action and buy your product or service. You can use discounts, bonuses, trials, or testimonials to persuade and influence your leads.

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6 Measure and improve your results

The sixth and final step is to measure and improve your results, or the outcomes of your gated content strategy. You want to track and analyze your performance to identify what works and what doesn't for your lead generation goals. To do this, you should define key performance indicators (KPIs) such as the number of leads generated, the conversion rate, the cost per lead, the lead quality, or the revenue generated. Utilize tools and platforms such as Google Analytics, HubSpot, Mailchimp, or Leadpages to collect and visualize your data. Additionally, surveys, polls, or interviews can be used to gather qualitative feedback from leads and customers. Compare your results with benchmarks, goals, or industry standards to evaluate your strengths and weaknesses. A/B testing, split testing, or multivariate testing can be used to compare different versions of your gated content, landing page, opt-in form, or email campaign. Implement changes and improvements based on findings while also experimenting with new ideas, formats, or channels for gated content to see how they affect lead generation. Test and monitor the impact of these changes on results as well.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Jason Patterson

Founder of Jewel Content Marketing Agency | Truths & Memes | Content Strategy, Thought Leadership, Copywriting, Social Media 'n' Stuff for B2B & Tech
(已编辑)
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Gating your content decreases the awareness it can generate. So it's best to use gated content when the goal isn't awareness. And in lower-funnel instances, it will work best when you can strongly establish that the audience's current intent is to buy. And the more niche the audience, the better. For instance, if you sell data centers, and you write an e-book called "The Oil & Gas CTO Checklist For Choosing a Data Center Vendor," this might be a good gating candidate, since there are only so many Oil & Gas CTOs in the world (therefore the "awareness penalty" for gating will be small) and the likelihood that the reader is buying now is relatively high.

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What are the most effective ways to use gated content for lead generation?

1

2

3

4

5

6

7

1 Define your value proposition

2 Choose the right type of content

3 Optimize your opt-in form

4 Promote your gated content

5 Nurture your leads

6 Measure and improve your results

7 Here’s what else to consider

Content Marketing

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What are the most effective ways to use gated content for lead generation?

1

2

3

4

5

6

7

1 Define your value proposition

2 Choose the right type of content

3 Optimize your opt-in form

4 Promote your gated content

5 Nurture your leads

6 Measure and improve your results

7 Here’s what else to consider

Content Marketing

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