Advantages of gated content

  • 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.