Gated vs. Ungated Content
Ungated content is anything on your website that is accessible without the potential customer giving you any information. Generally, blogs or infographics fall in this category, but it can be anything that an anonymous user can view.
Each of these forms of content has its place and purpose. Ungated content is the hook to draw in a potential customer who is unfamiliar with your business and to create engagement and awareness. This is the content that convinces them that your business is worthy of their trust, time, and money, and if they give you their email, you won’t sell it to the highest bidder. It’s the first step in your relationship, where they’re free to browse without commitment.
Gated content is the next step once the ungated content has done its job. Once a potential customer decides by browsing your website that you’re offering a good or service they need and you’re a reputable company, they will be more willing to provide you with their information for more in-depth content. However, if your focus is more on generating awareness and views, ungated content is your best bet.
Using Gated Content for Generating Leads
The whole purpose of gated content is to find and connect with customers interested in your product. It helps you cast your net in the right direction since people who will give you their information are already interested in your product. If they find the content valuable, they’ll be more likely to reach out or respond when you reach out.
Examples of quality gated content include:
- White Papers
- “Industry Secrets”
- Free Trials
The type of information you ask for should be directly related to how you want to generate leads. For example, if you’re pushing an email campaign, ask for their email address. But there are many other pieces of information that can prove very useful in your marketing funnel, such as information about their company, their general location, or their phone number.
Weighing how much information someone is willing to part with is an integral part of deciding what to ask. The more fields you ask someone to fill out, the more attractive the content has to be, so they don’t decide halfway that it’s not worth it.
The reward of using gated content is you can narrow the field and home in on potential customers who are already interested in your business.
Need Gated Content? We Can Help!
Like all strategies for marketing your brand, wield gated content with intention and purpose. It can be a valuable tool for connecting you with potential customers, especially when paired with ungated content that makes a case for your brand.
If you want to create gated content and aren’t sure where to start, let’s talk. We can help you determine what kind of gated content your prospects will love, then write it for you.
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