What is gated content? how do you use gated content?

How to use gated content to benefit your potential customers

Converting website visitors into leads requires gated content. Gated content is simply stuff you put behind the “lead wall”. Accessing the content is done by providing some information (name, email address, phone number, etc).

It’s through the use of gated content that visitors become leads.

For example…. A we site visitor selects the call to action button. This loads a form where your audience need to fill out their first and last name, phone number etc. This then takes them to the page where they download or access the eBook, video, white paper, etc.

Online marketing for different businesses have different goals and objectives.  Brand awareness matters and generating leads matters.

With content marketing you do both. It’s tempting to think the main goal is to generate leads, but it’s probably more accurate to say generating leads is one of the critical functions your website does..

Providing ungated content, means you are getting the attention of the search engines, building your brand awareness, building trust with your prospects and customers, etc. The keys here are removing roadblocks for your audience and improving your search engine optimization.

Whether or not to gate your content depends on your conversion strategy.

For example…. Let’s pretend you provide software that has a trial period so people can try before they buy. Your website does not need gated content as your website conversion is for people to sign up for the free trial. As they active the software they’ll provide their contact details.

On the other hand, let’s pretend you provide some form of coaching services. Let’s say health and nutrition coaching. Your website does need gated content. You need to both demonstrate to people you’re in expert in your field AND get their contact information so you can follow up. You do this by providing a high value educational eBook or video.

But many small businesses want to both generate quality leads AND build awareness and therefore it becomes a matter of what content to gate and what not to gate.

What to gate includes the stuff one or steps down in your sales funnel:Webinars, eBooks, video presentations, etc.

What to offer for “free” includes Blogs, Videos, etc.

As a small business, think of your website (or your business) as having  “content assets” or  a “content inventory. Take your time to review this and create a clear map to help you figure out what gated content gated makes sense for your website conversion strategy.

Identify your target audience and learn their buying journey.

And also remember that when done well, gating your content benefits both your prospect customer AND your small business. You do this by providing content of true value.

For successful gating, understand your customers’ needs and problems and provide high quality content that your potential customers are willing to provide their personal information in order to get.

Learn more here….

Download the eBook: The 7 Fundamentals of Being Found Online

 

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