What is gated content?
Gated content is the content that is behind a form. So the content is proverbially behind a closed gate. Before visitors to your website can download this content, they need to leave their details. This is a great way to generate leads and learn more about your target audience.
When do you make content gated?
Exactly what content is appropriate to put behind a form? There is one important rule for this:
Your content offering should be proportional to the effort a visitor has to make to download it.
If your content offers great value, your website visitors won't mind having to put in the effort. You put a blog post of about 1,000 words on your website and usually make it accessible to everyone. But an e-book full of in-depth information offers a lot of value to your target audience, and you should expect some consideration in return.
Examples of content that is often put behind a form are:
- E-book
- Whitepaper
- Webinar
- Template
- Interactive content such as assessments and calculators
Gated content in 5 steps
- Create content worthy of putting behind a form.
- Create a landing page where the content can be downloaded.
- Create a form that includes questions proportional to the value of your content.
- Create a thank you page where your content can be downloaded.
- Promote your gated content on your website, on social media and through call to actions in your blogs.
Steps 2 through 4 can be challenging when you don't have the right resources. Are you having trouble creating gated content on your website? Or does it just take too much time? HubSpot CMS makes it easy for you.
Still have questions about gated content after this article? Ask your question in the live chat at the bottom right or let us know on LinkedIn.
