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Creating Gated Content That Doesn’t Feel Like a Hard Sell
You either love or hate gated content. Nine of out ten marketers will not use it, yet it is an effective way to generate leads. Chances are its the only lead generation strategy that will cause disagreements. It involves hiding ebooks, white papers and templates, encouraging users to convert into leads to access the content.
At the same time, we are living in a digital world, where privacy is on the forefront of all users minds. Gated content provides the promise of outstanding content in exchange for an email address, the best way to get your brand noticed and generate leads.
Gated content is marketing assets that are not publicly available. It locked content that your visitors gain access to by providing you with some basic information, such as an email address. You offer valuable content to entice your visitors to take action.
Non-gated content, on the other hand, is content that can be accessed by anyone at any time that visitors your website.
As you can imagine, gated content tends to have a bad reputation, which is why you need to ensure it doesn't feel like a hard sell. It is an excellent lead generation strategy, but it has been overused, which is why you need to use it with care, using it at the right time.
As long as businesses want to generate leads, gated content will continue to be a technique. Gated content can be useful to generate leads for:
Non-gated content draws visitors to your website, gated content is how you reel them in. Led generation strategies are designed to generate leads, not website visitors. In order for a user to be a lead, you need to have a way of contacting them.
You can make any content gated, but in practice, you want to make it distinct and providing the visitor with value. Your visitors should want to consume it and be willing to share their contact information in order to receive it.
In terms of best practices, you should use gated and non-gated content together. Gated content can be referenced in non-gated content. In order to make this work, you need to ensure your non-gated content grabs your audiences attention, answering queries they may have, while your gated content is practical, detailed, and comprehensive. It ensures that your visitor gets more information than they expected, getting the high value they were looking for.
When you combine non-gated content with gated content, you create a process that doesn't feel like a hard sell to your audience. Your non-gated content sparks their curiosity, providing them with answers to their queries, while your gated content provides them with an in-depth look. Ensure any form used to capture your lead is simple, often an email is more than enough to give your business an opportunity to follow up with the lead. If you need help created gated content that doesn't feel like a hard sell, contact the expert Genie Crawl team today.
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