Pros & Cons of Gating Online Marketing Content

The practice of gating online content has emerged as a strategic tool for businesses to engage with their audience while also capturing valuable data. But like any tactic, it comes with its own set of advantages and disadvantages that are crucial for marketers to understand.

What is Gated Content?

First, let's clarify what we mean by gated content. Gated content refers to any online material—such as articles, whitepapers, e-books, videos, or webinars—that is accessible to users only after they provide certain information, typically their contact details or demographic information, via a form. This creates a barrier, or "gate," that users must pass through before accessing the content.

Advantages of Gating Content:

1. Lead Generation: One of the primary advantages of gating content is its ability to generate leads. By requiring users to fill out a form to access valuable content, businesses can capture contact information and build their email lists. These leads can then be nurtured through targeted marketing campaigns, ultimately driving conversions and sales.
2. Audience Segmentation: Gated content allows businesses to segment their audience based on the type of content that is accessed. This enables more personalized and targeted marketing efforts, as businesses can tailor their messaging to specific demographics or interests.
3. Controlling Access: If the content is proprietary in some way, there could be an advantage of controlling who can access it. There can be a manual approval process before the content is actually sent out.

Disadvantages of Gating Content:

1. User Friction: One of the main drawbacks of gating content is the potential for user friction. Requiring users to fill out a form before accessing content can be seen as an inconvenience, leading to frustration and abandonment. This can result in missed opportunities to engage with potential customers.
2. Reduced Reach: Gating content can also limit its reach. By placing a barrier between the user and the content, businesses risk alienating a portion of their audience who may be unwilling to provide their information. This could result in fewer views and less exposure for the content.
3. Lost SEO Opportunity: Depending how the content is locked, it can block the ability of web crawlers to index it.
4. Negative Brand Perception: Lastly, gating content can sometimes create a negative perception of a brand. Users may view it as a ploy to collect their data rather than genuinely providing value. This can erode trust and damage the brand's reputation in the long run.

Gating online content can be a powerful tool for lead generation, audience segmentation, and content quality control. However, it's essential for businesses to weigh these advantages against the potential drawbacks of user friction, reduced reach, and negative brand perception. Ultimately, the decision to gate content should be based on a careful consideration of the specific goals and audience preferences of the business.

Unlocking the potential of gated content requires a delicate balance between capturing valuable leads and providing a seamless user experience. By understanding both the advantages and disadvantages, businesses can implement gated content strategies that effectively engage their audience while driving measurable results.

Kevin Pawlowski has been directing B2B marketing for over 20-years with a passion for igniting sales growth through innovative product marketing, lead generation, and digital marketing strategies.