The debate over gated versus non-gated content continues to divide marketers. While gating is often favored for its potential to capture leads, some argue that removing barriers can increase visibility and engagement.
Despite the growing trend towards non-gated strategies, both approaches still hold significant value in today’s content marketing landscape.
In this blog, we’ll explore the key considerations to help you choose the right approach for your content strategy.
What is Gated Content?
Gated content refers to valuable digital resources that require users to provide their contact information such as name, email address, and job title before they can access it.
This strategy is commonly used in content marketing to generate leads, as it allows businesses to capture information about potential customers who are interested in their offerings.
The content is typically hidden behind a lead capture form, creating a “gate” that users must pass through to obtain the information.
Common examples of gated content include whitepapers, case studies, eBooks, and webinars
What is Non-Gated Content?
Non-gated content includes digital resources that users can access freely, without needing to provide any personal details. This type of content is designed to attract a wider audience, allowing users to engage with the material immediately.
The primary goal of non-gated content is to build brand awareness, foster trust, and enhance user engagement without the immediate pressure of lead generation.
By offering valuable information without any strings attached, businesses can create a positive user experience that encourages potential customers to return for more.
Common examples of non-gated content include blog posts, infographics, podcasts, and videos.
When to Use Gated Content
Gated content is particularly useful when targeting high-value prospects. When the content is specifically aimed at decision-makers or individuals deep in the buying journey, gating becomes essential.
These users require comprehensive insights to evaluate options, making them more likely to share their details for access to high-value assets.
These high-value assets provide significant insights that justify the exchange of personal information, thereby qualifying leads who are genuinely interested in your offerings.
Gated content is an effective tool for building an email list, which can be leveraged for nurturing campaigns.
By capturing leads through valuable content, businesses can segment their audience and tailor follow-up communications to guide prospects through the sales funnel.
When to Use Non-Gated Content
Non-gated content should be utilised primarily in scenarios where the goal is to build awareness and attract new audiences, particularly in the early stages of customer engagement.
By offering valuable information without requiring personal details, businesses can reach a wider audience and establish brand recognition and trust.
Non-gated content plays a crucial role in enhancing organic traffic; search engines favor accessible content that can be indexed, allowing it to rank higher in search results and contributing to long-term SEO benefits.
Furthermore, when the primary objective is to educate a broad audience, non-gated content serves as an effective tool for sharing knowledge freely, fostering a learning environment that encourages sharing and engagement.
This strategy positions the company as a thought leader and nurtures potential leads who may later convert into customers.
Key Metrics for Gated and Non-Gated Content
For gated content, success can be primarily measured by the number of leads generated through form completions. This includes tracking metrics such as registration rates, conversion rates, and lead quality to assess how many users provided their information in exchange for access.
In contrast, non-gated content can be evaluated by examining engagement metrics, specifically the time spent on a page and the number of views. These metrics indicate how well the content resonates with the audience and whether it successfully captures their attention.
By utilizing these specific metrics for each type of content, businesses can effectively gauge their performance and make informed adjustments to their strategies.
Summing Up
Choosing between gated and non-gated content is crucial for aligning your B2B content marketing strategy with your business goals.
Gated content is ideal for capturing high-quality leads, while non-gated content helps increase visibility and foster engagement.
To maximise impact, adopt a data-driven approach by experimenting with both methods.
Analyse lead generation, engagement metrics, and conversion rates to find the right balance that resonates with your audience and supports your objectives.
Feel free to reach out to us at marketing@augmentis.in to discover how you can optimise your content-gating strategy and drive better results in your B2B marketing efforts.