Gated Content is an essential tool in the lead generation process. With the help of gated content, your business is able to collect the contact information of users who are not only interested in your brand, but are ready to move forward and become a customer of yours!
What is gated content?
Have you ever visited a website looking for information about a topic and were asked to enter your email address in order to download the file you needed? This is an example of gated content! Essentially, you are allowing that website to collect your personal information in exchange for the valuable information you wanted at the time. Many users see this as a small price to pay if your content is relevant, thorough, and solves an issue they’re experiencing. Once the file is downloaded, the user’s contact information is sent to the website and the user is now able to use that information indefinitely.
Why Use Gated Content?
The purpose of creating gated content for your website is to not only establish your business as a resource to its audience, but to generate leads for you to follow-up on. Once you have a user’s contact information, you are able to email and call the user and offer your services to them. By creating gated content that is industry-specific and relevant to your services, you guarantee that the users downloading these files are generally interested in what you have to offer them. When compared to cold-calling or other marketing methods that involve soliciting services to users unfamiliar with your brand, gated content has a much higher success rate and remains on your website for as long as the content is relevant to your audience!
Examples of Gated Content
Gated content can come in many forms, but the most common types of gated content are eBooks, checklists, fact sheets, or white papers, but they can also come in the form of webinars, coupons, or free trials. The type of gated content that your business uses is entirely up to you, but also depends on the industry, as well as what you’re audience may be interested in. For example, if you own a business that sells a variety of clothing and you know that your customers typically ask questions about the differences in types of fabrics, it could be useful to create an eBook that details each fabric that your business offers and explains the pros/cons of each choice. When a user downloads this eBook, you know that they are looking for clothing, are willing to purchase your goods, and are in need of some assistance. Now that you have this knowledge and you have their contact information, you can reach out to them and offer guidance to close the sale!