Over half of B2B marketers have successfully used content marketing to generate leads in the past year.
How do companies attract visitors and turn them into leads? One effective strategy is using high-quality content. Publishing engaging, valuable content that helps your audience answer their questions, grow in their skill set, or strengthen their companies attracts them to your website. But just bringing these people to your site isn’t enough. To actually generate leads who you can follow up with and nurture, you have to capture their contact information. And that’s where effective gated content comes into play.
We define gated content as “high-quality owned content, housed behind a form, that website visitors can only access by submitting contact information and that fuels a company’s lead generation.”
For example, over the course of eight months, our former client Star Compliance generated 353 form submissions, 57 new leads, and six new customers from its gated e-book.
Keep in mind that if you’re going to ask readers to exchange their valuable information for your content, it has to be high-quality and worth that trade. So how can you decide which content you should put behind a gate? Take our quiz below!
To Gate or Not to Gate?
Here are some examples of content that could be gated and content that should not be placed behind a gate:
Content that could be gated:
- Checklists (unless the checklist outlines how to use your product or how your process works)
- In-depth topical guides or whitepapers
- Research reports
Content that shouldn’t be gated:
- Blog posts
- Basic videos
- Basic information about your product or service
- Content that’s meant to raise awareness
- Case studies
Gated content is an effective way to generate leads for your business. You just have to make sure that content is worth the download. Use this quiz as a gut check when deciding which content to gate, and download your free gated content checklist below to create that high-quality content your audience is looking for!