Should we ask something from users before they gain access to this tool or content?
If so, at what stage should we gate it… when they go to use the tool for the first time or at another point?
Will people continue once they know it’s gated or will we lose a conversion?
These are just some of the questions that cross the minds of marketing professionals today when it comes to creating and protecting substantial content assets.
So if you’ve ever found yourself asking the same questions, know that you’re not alone.
In fact, if you try searching ‘when and how to gate content’, here’s what you’ll find:
That’s a lot of results, and many of them are from the biggest marketing publications on the internet.
Apparently, there are a lot of people with strong views on the subject.
Hang on, what exactly is gated content?
Gated content is online materials, such as ebooks, checklists, articles and webinars, that require users to fill out a form before they can access them. The form will typically ask for the user’s name and email address, or some details about their job and company.
Basically, it’s anything that’s locked away behind a virtual gate that requires the user to supply some personal information in order to see, read or interact with the content.
It makes sense for content marketing because most gated content is made specifically for lead generation. A registration wall can provide vital information for nurturing sales leads.
So in today’s marketing world, ‘to gate or not to gate’ really is the big question.
To find the right answer for your business, you need to approach the question with your sales funnel in mind.
Some marketers say it’s a smart move to gate at the top of the funnel – when prospects are first hearing about you, your value or your offerings. Others claim that gating at the middle or end of the funnel is what actually works best.
In this post, I’ll discuss how to boost conversions on your gated content by proving to customers (or users) that you provide content that’s worth signing up for. Let’s get into it!
Step 1: Align your business goals with your customer’s goals
Generally, getting conversions from gated or un-gated assets is dependent on two main things: your business goals and your customer’s goals.
And that was pretty much exactly what CRO expert Talia Wolf said when I asked for her opinion on gated vs. un-gated content.
“It all comes down to your business goals and your customer’s goals. I’ve seen amazing results with gating content like white papers, comprehensive guides, checklists and cheat sheets,” says Talia.
Your business goal is obviously to convert visitors into customers who actually buy something or invest in what you’re offering. No doubt that’s your primary reason for gating content in the first place.
But your customers (or users) have a different reason (or goal) for responding to your call-to-action: they want to solve a specific problem with the content that Go to the full article.
Source:: Jeff Bullas Blog