- Gated content is a practical lead magnet that can be replicated, maintained, and delivered at a low cost.
- Good content has a high utility value for the target customer. Especially educational content.
- Content can be promoted anywhere: on your own website, in social media posts, in Google Ads, and even in print ads.
Popular formats
- Checklists
- eBooks
- Studies
- Whitepapers
- Infographics
- Webinars
Reasons against gating content
In fact, there are also good arguments against gated content. Rely more on freely available content if you want to
- want to expand brand awareness and reach,
- SEO plays an important role for you and important keywords do not rank well yet,
- you want more engagement at the ToFu (Top of the Funnel).
Gated content vs. paywall
There is a certain relationship between the terms gated content and paywall. The latter actually just describes a mechanism by which certain content on a website is only visible after paying a fee or taking out a subscription. The term is particularly common among websites of newspapers (such as the NZZ) and magazines that try to establish a digital business model with a paywall.