Gated Content- A Boon for B2B Marketers

Gated content, the phrase may sound foreign but it is something that has been in existence for a long time now. The concept is complicated however, most of us have already came across it. Gated content has been a boon for the B2B marketers and we are going to understand how in this blog.

Apart from that we are going to discuss a lot of other things, so make sure to stay tuned till the end.

What is Gated Content?

Now, this is the first thing that we need to know. Gated content means a type of content that users can only access when they exchange information for it. The content is kept hidden until users submit the required details.

Usually companies use this gated content to generate which ultimately will turn into sales. Quality and informative content always has a lot of value and users are ready to provide their information in exchange for it. There are some who are ready to pay for the content too. That is how valuable informative content is.

This is what companies are making the most of. Although they don’t ask for any money, they use the gated content to get information. These days, database is not less than money and businesses know this.

Pros and Cons of Gated Content

Gated content brings in a lot of benefits to the table. However, everything has two sides and so does the gated content. It has both pros and cons as well. We are going to discuss about both of these in this section.

Pros

• Helps with lead generation
• Leads to increase in the sales
• Provides insights and analytics about what your customer wants
• Helps with email segmentation

Cons

• Does not help with traffic or page views
• Doesn’t boost SEO
• No brand visibility

The one thing about gated content is that it is created to increase the sales and that is what it does. It won’t help businesses with improving their online presence or SEO boost. It brings in leads that will help in increasing the sales.

Best Strategy to Create Gated Content

There are six important steps that can help you in creating effective gated content.

Create Content for Each Stage

It is important to follow a customer throughout their buyer's journey. Starting from making them aware of your product or service to helping them with the purchasing, there are multiple stages.

Having gated content ready for each of these stages will help the customer and your business as well.

Conduct Competitive Analysis

Most of the B2B businesses do offer gated content but conducting competitive analysis isn’t going to hurt right! Look at what your competitors are offering and see whether you can provide something even more valuable than them.

You will understand which of your content should be gated and what not.

Be Relevant

For inbound marketers, gated content is nothing less than a boon. It is important for businesses to provide valuable content that helps your audience and prompt them to take action.

The content should be relevant for your business and help your target audience.

Interactive Landing Page

An interactive landing page will do the magic like nothing else. The copy should be compelling, design should be interesting. When you have an attractive and interactive landing page, you are halfway there.

Segment the Audience

Once you gather the email ids and other information, it is time to segment them. This segmentation will help in developing email lists from where you can send the nurture the leads according to the stage they are present in.

Measure your Success

Whatever the content you put out, it is important to see how it is performing and this is where analytics will help you. The insights will help you in understanding your audience in a better way and improve your strategy.

Gated Content Examples

Now, that you know what gated content is, let us see some examples related to it.

• Whitepaper
• E book
• Webinars
• Offering editable templates

Wrapping it Up

Now that you know what gated content is, use it as much as you can for better lead generation and lead tracking. Creating valuable content and offering it will help both your target audience and your business as well.

If you want a reliable tool for lead tracking, then look no more. Office24by7 is here to aid you. We can provide you with the form that must be filled to access gated content.

Contact us:

Website: Office24by7

E-mail: sales@office24by7.com

Phone no.: +91 7097171717

The main goal of Office24by7 is to assist the organizations to simplify the various operations of different sectors like HR, Accounts, Marketing, Administration, Support, Sales, and Communication.