Gated content usually refers to a particular content that is not accessible until you fill a form and provide all the essential information. Once you fill in the details, you get access to the content and the company at the receiving end can use the provided information to raise and foster lead with consistent, targeted communications.
Marketers are increasingly making use of this strategy to enhance lead generation and conversions. While using it, marketers must ensure that it is implemented properly; otherwise it may drive your visitors away.
Some of the important guidelines that must be kept in mind while creating gated content include-
- The first requirement of gated content is that it should actually be helpful i.e. it provide some valuable information and should be worth your visitor’s time. Failing to do so can result in damaging relationship and grinding down your credibility. Make use of only detailed and high value content such as comprehensive e-books, datasheets, researched analysis, detailed guides and so on.
- Pay special attention to design for the success of your gated content. For example, the landing page, CTA, form page etc, need to be designed brilliantly. Furthermore, while creating call-to-action, make sure it is smart and clear. In addition, make use of high quality images and do not forget to highlight the content’s value and purpose.
- Make your gated content shareable on different social media channels such as Twitter, Facebook, LinkedIn, Instagram, and so on. You can include social media sharing buttons to share it with your followers. The more people share it, the better results it will deliver.
- You can even feature and promote your gated content through several channels. For example, you can feature it on different newsletters, weekly mailing, website home page or on different social media platforms (Facebook, twitter, LinkedIn etc). In addition, make sure that the target audience knows that the content is available and is completely aware of its value.