Working with gated content

Gated content requires that people fill out a form to receive the content. Your marketing team likely has different types of content: some will be gated, some not. Gating content allows you to control who has access to the content.

Here are some things to consider when deciding whether a piece of content should be gated:

• What is the value of the content? The content should be worth the reader’s time to fill out the form and worth the data you are asking for in exchange. Data is as valuable as currency in today’s culture.

• Where is the content in your marketing funnel?

  • Top of funnel: Top of funnel content like blogs usually would not be gated because you are building brand awareness and positioning your company as a thought leader.

  • Middle of funnel: This content is the most frequently gated because readers interested in this content are showing an interest in your product and have the potential to become qualified leads.

Should you gate this content?

For each example below, decide whether you should gate a piece of content by dragging it to Gated or Not Gated.

Next, learn about using the default program to provide gated content after completing a form.