Post every day or die: why content marketing and social media must work together to drive traffic to your website
When it comes to the content that you create for marketing purposes via your website, is gating it ever really a good idea? There are plenty of arguments for and against this and to a certain extent the answer may be specific to an individual business. However, it may be worth reviewing the way you use gated content to engage website visitors and overhauling your perception of its value in marketing terms to see if you can get more from it. This is what we think you should consider if you’re looking at whether to use gated content to engage your website visitors.
Gated content is usually only available to users who are willing to supply something in return, most often their contact details. It could be a complex and in-depth white paper or something as simple as a web page with information, ideas or insights that are likely to be useful to those who land on your website. So why would you consider using it?
There is no short answer to this. Gated content can have real value as part of a balanced approach to content creation, distribution and promotion. It can be an important element in customer journeys that you’re looking to create and it may have particular value when it comes to short-term promotional campaigns. The key with gated content is, if you’re going to use it, make sure that you use it well and in a way that helps to boost engagement, sales and leads and not restrict potential instead.