the pros and cons of gated content

Do you know closed content? This type of content is made available to Internet users in exchange for their information. This exchange of best practices is a great way to gather data about your prospects.

However, not all content can work successfully as blocked content. Is this the right tactic for your strategy? And once your leads are collected, what are the next steps?

Demystify it closed contentthis benefit of content marketing in B2B

The principle of blocked content is pretty simple: trade value-added content for actions from curious people – often their information (especially their name and email address). the closed content can take different forms and address different goals.

This value-added content should be particularly relevant to your potential customers. Above all, present yourself by limiting the counseling barriers as much as possible, one of the essential elements of user experience (specializing in web design). Internet users must want to overcome the pitfalls in their web journey, namely the form of information that stands between them and the content. Hence the importance of this form short and easy to use!

Here are two examples of tactics protected content uses and their goals:

  • To add names to your bank of leads, offer your content through a pop-up window (pop up) or a compelling landing page. This in a simple and effective way landing page should explain and convince the user of all the benefits of downloading the e-book, cheat sheet, or training that interests them.
  • offer closed content exclusively for your customers. Whether accessible through a customer portal or newsletter, your video, handy tool, or professional article is meant to help maintain a lasting relationship with them.

Gated content turns anonymous visitors into leads, but it can also get in the way. It’s all about timing and presentation!

Remember that in an attraction marketing strategy (inbound marketing), different types of content should coexist on multiple platforms to serve different purposes. Not to scare off some netizens, more general free content can coexist with more specialized blocked content!

the closed content: brilliant idea or false good idea?

Even if the closed content is an effective tactic, but you still need to keep these aspects in mind to realize their full potential.

  1. Choose the right format. Your protected content should be attractive to your potential customers. Ask yourself: What is it that draws the reader in, and is that “magnet” strong enough to get them through the few steps before unlocking the content? On the contrary, he only needs one click to go somewhere else!

    Although for example thecase study If you’re a B2B marketing heavyweight, it may not be the most engaging format for your audience. Hence the next point!
  2. Target the right moment in the buying cycle. That’s the heart of the war: choosing the right stage of the customer journey where you can offer your value-added content in exchange for your prospect’s information.

    Too early in their buying process, and they may not want to bother filling out the form or don’t see the point in it. Too late and they may have already found the information they need or already made their purchase decision – to your advantage or not!
  3. Offer “free” access content. vsCreating content for each stage of your customer journey is essential. In addition to closed content, we should make articles or videos accessible without obligation. This is how you establish your credibility and offer your prospects useful content at the entrance to your website conversion funnel. It’s a win-win situation!
  4. Do you have the resources and time to nurture leads. Who edits them, answers them and follows them up? What’s the use of pursuing tons of leads if no one on your team can explore them!

Think again: protected content alone brings little traffic to your website and carries little weight. SEO. This aspect should therefore be supported by other aspects of your content strategy. Would your content be more useful if it appeared on Google’s search results pages or if it was blocked?

And if you want to present your know-how in a different way, there are many possibilities: customer training, unprotected content of any kind or also awareness strategy!

Also read: The DNA of Successful Content Marketing: Everything You Need to Know

5 best practices for the success of your protected content

that your closed content either created from scratch or you decide to “lock” one of yours. E-books or white papers exist, there are several best practices.

  1. Email the download link for your blocked content so you can get a foothold in your prospect’s inbox.
  2. Take the opportunity to get user consent to subscribe to your email list, a plus for Increase the number of recipients of your newsletter.
  3. Then trigger a series ofautomated actions as a result of uploading your value-added content. For example: you could send another tool after 10 days; after 20 days a survey. After 30 days, you can contact someone in sales. create closed content is not an end in itself!
  4. Measure the collected data. Is your content download page hit count meeting your expectations? Are your survey responses positive? This information can help you adjust the recording if necessary.
  5. Manage collected leads. If you’re not able to handle a large influx of leads, you risk investing in them closed content for nothing! To help you list your prospects, a CRM software (Customer Relationship Management) customized is a leading tool that also makes it easier to measure the ROI of your campaigns.

To help you further weigh the pros and cons closed content or to help you when you’re inundated with leads, don’t hesitate Call our clever strategists to the rescue!

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