Gated content has grown in popularity, with 80% of B2B content marketing assets classified as gated and is an effective inbound marketing tactic. For background, gated content is online content that requires individuals to fill out a form to access the resource. The submission form acts as a gate, and instead of paying for the content, you submit your name, email address and often other high-level details about your job and company.

To Gate or Not to Gate?

The type of content companies develop in their gated strategies varies; however, they are most often eBooks, white papers, webinars and research. Content like blogs, infographics, case studies and press releases are best to remain “ungated.” 

As mentioned above, gated content is not the same as paid content. These materials support different strategies and even objectives. For example, lead generation is a primary goal of gated content. This type of content provides companies with contacts interested in what the business offers. While not all submission forms result in viable leads, they can turn into longer-term partners or customers. Paid content generates incremental revenue but does not open the same line of potential long-term revenue.  

Pros and Cons of Gated Content

If you’ve done your research, you’ll know there are pros and cons to gated content. Before diving headfirst into gated content, it’s essential to understand your audience and your objectives. For example, if boosting SEO is a core objective, it’s best to invest in blogging and other SEO best practices. While gated content is an effective inbound marketing tool, there is no substantial SEO benefit because people are not as likely to link to gated content, and it doesn’t appear on search engine results.

However, if lead generation is a core goal, and it is the most important objective for 91% of marketers, gated content might be the way to go. It’s also worth noting that gated content has promising conversion rates when companies promote the gated content materials on the website, social media and other landing pages.

How to Kick off Gated Content Efforts

Content development can be a hefty undertaking for marketing departments. At Communiqué PR, we oversee content development for a variety of clients and found it highly effective to merge PR with these content development understandings. We work as an extension of our clients’ marketing teams to set content strategies that align with their objectives. Moreover, evolving those strategies as objectives change.

As a team of writers integrated with our clients’ messages, products and industry, we’ve helped kick off gated content strategies on their behalf. After we have a solid understanding of any new objectives or audiences for these materials, a helpful first step is to map out the topics and identify which types of content (e.g., eBook, white paper, webinar, etc.) would be best for the topic at hand. Then, you can evaluate existing content to determine what topics would be best to leverage for gated content resources. For example, if you have a blog post that defines your core solutions, consider developing an eBook or white paper that discusses use cases and industry examples of your solutions in action. If your customers are interested in that blog topic, they can go to the gated resource for more insight.

We’ve found blending PR and gated content development efforts to be extremely helpful for our team and clients. Having the crossover of writing can help ensure message pull through and consistency.

For more information or help kicking off gated content efforts, don’t hesitate to reach out to us at info@communiquepr.com.

The post Benefits of Gated Content and How to Merge PR with Gated Strategies  first appeared on Communiqué PR.