Harness collective intelligence

Gated content is content that can only be accessed in exchange for personal information. This usually includes a prospect’s name, email address, and a few other relevant details. Once this info is provided, the content is completely free.

Gated content can take the form of budgeting tools, tour videos, ebooks, product demos, and more. When placed strategically throughout your sales journey, this content can be extremely valuable for both your brand and your audience.

Let’s look at the key benefits of gated content:

❶ Generate Leads

In order to access the gated content, your prospect would have provided their contact info and opted into being contacted. This is where your persuasive sales experts come in.

The fields you include on your content access form can provide your sales team with the info they need to personalize their customer interactions. Don’t go overboard, though. A long form is much more likely to deter people.

You may contact this lead directly or automate your follow-up. No matter how you do it, make it personal and reference the gated content you know this person is interested in. Did it answer their questions? What else can you provide them?

This specialized service will build trust, set you apart from competitors, and add value to the customer experience.

❷ Encourage More Sales

Usually, those willing to submit their private info in exchange for content are already invested in your product.

These extra resources can answer any remaining questions your prospect might have about your product and secure their decision to buy.

It’s important to make sure your gated content is worth it. If your competitors have similar content available ungated, you’ll have to go back to the drawing board and create something your audience can’t find anywhere else.

If you fail to create exceptional content for which to gate, you’ll lose your competitive advantage and your audience’s attention.

❸ Build Your Brand

Providing resources and materials not only better prepares your customers to make a confident purchase decision, it increases the value of your brand. It positions your brand as market experts and industry leaders. This content says we know what we’re talking about. Plus, when you share this knowledge, your customers can feel well informed, too. This generosity and transparency can improve your customers’ trust in your company.

Gate or No Gate

Before you invest in gated content, consider your goals. If brand awareness is your goal, ungated content is the better option. When looking to capture new and larger audiences, your content should be ultra-accessible and highly visible.

If lead generation is what you’re after, gated content is well worth it. Requiring prospects to complete a form to access your advanced content can decrease engagement, but those who do engage are much more likely to turn into paying customers.