Terms

Gated Content

What is Gated Content?

Gated content is any type of online material that requires users to provide their contact information, such as an email address, in exchange for access. Primarily used for lead generation, gated content is not hidden behind a paywall but rather behind a form, allowing companies to collect valuable data for future marketing efforts.

Benefits of Gated Content

Gated content is instrumental for businesses aiming to enhance their lead generation and customer data collection. By exchanging valuable content for user information, companies can:

  • Enhance Lead Generation: Directly capture leads by requiring users to submit contact details.
  • Build Customer Profiles: Collect and analyze data to understand and segment audiences.
  • Fuel Marketing Strategies: Use gathered data to tailor marketing campaigns more effectively.

Crafting Effective Gated Content

To create impactful gated content that attracts and converts, consider the following strategies:

  • Content Relevance: Ensure the content is highly relevant and valuable to your target audience to justify the data exchange.
  • Landing Page Optimization: Design compelling landing pages that clearly articulate the value of the gated content with minimal distractions.
  • Form Optimization: Design forms that are straightforward yet comprehensive enough to gather essential user information without causing friction.
  • Promotional Tactics: Utilize various channels such as social media, email marketing, and paid ads to promote gated content effectively.
  • Lead Nurturing: Develop a robust follow-up strategy to nurture leads generated from gated content, enhancing their journey through the sales funnel.

Gated vs. Ungated Content: Key Differences

Gated and ungated content serve different purposes in a marketing strategy. Gated content is primarily used for lead generation, requiring users to provide contact information to access valuable resources.

On the other hand, ungated content is freely accessible, aiming to improve SEO, increase brand awareness, and build trust with the audience. Examples include blog posts, infographics, and YouTube videos.

Elements to Include in Gated Content

Creating effective gated content involves incorporating several elements to ensure it captures leads and provides value to your audience. Consider the following:

  • Valuable Content: Provide high-quality content such as in-depth reports, exclusive webinars, or comprehensive guides that justify the exchange of personal information.
  • Targeted Landing Page: Develop a dedicated landing page with a compelling headline, clear value proposition, and engaging visuals that clearly explain the benefits of the gated content.
  • Simplified Form: Use a simple form that requests only essential information to maximize conversion rates.
  • Segmentation Strategy: Utilize the collected data to segment your audience for personalized follow-up communications, enhancing marketing effectiveness.
  • Strong Call-to-Action (CTA): Include a prominent and clear CTA on your landing page to encourage users to submit their information.
  • Lead Nurturing: Establish a follow-up plan with activities like email marketing to engage leads and move them down the sales funnel.
  • A/B Testing: Continuously test and optimize various elements like headlines and CTAs to improve effectiveness.
  • Integration with Content Strategy: Ensure the gated content aligns with your overall content strategy and addresses different stages of the buyer's journey.

Other terms

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Payment Gateways

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High Availability

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High Availability

CDP

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Sales and Marketing Alignment

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Branded Keywords

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Copyright Compliance

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Affiliate Networks

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Cold Calling

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Sales Playbook

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Sales Enablement Platform

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Progressive Web Apps

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End of Quarter

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Video Prospecting

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Objection Handling

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Decision Maker

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Buyer Intent Data

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Challenger Sales Model

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Behavioral Analytics

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Voice Search Optimization

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LPI

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Small to Medium-Sized Business

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Triggered Email

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Buyer Intent

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B2B2C

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No Spam

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Customer Centricity

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Win/Loss Analysis

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MEDDICC

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Channel Marketing

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B2B Sales

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B2B Sales

Buyer’s Remorse

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Buyer’s Remorse

Economic Order Quantity

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Landing Pages

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Landing Pages

Use Case

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Product-Market Fit

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Product-Market Fit

Omnichannel Sales

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Omnichannel Sales

Sandboxes

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Sandboxes

Sales Dialer

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Sales Dialer

Functional Testing

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Functional Testing

Drupal

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Drupal

B2B Sales Channels

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B2B Sales Channels

Trusted Advisor

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Trusted Advisor

Sales Operations Management

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Digital Sales Room

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Digital Sales Room

On-premise CRM

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On-premise CRM

Lead Scoring Models

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Lightning Components

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Sales Engagement

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Sales Engagement

Value Chain

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Messaging Strategy

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Messaging Strategy

XML

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Buyer's Journey

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Marketing Qualified Account

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Marketing Qualified Account

Product-Led Growth

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Customer Retention Cost

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Hadoop

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Buyer

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B2B Demand Generation

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B2B Demand Generation

Loss Aversion

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Quality Assurance

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Lead Generation Tactics

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Closed Question

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Sales Forecast Accuracy

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Buying Cycle

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Buying Cycle

Accounts Payable

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Sales Compensation

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Revenue Forecasting

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CSS

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Email Cadence

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SDK

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B2B Marketing Analytics

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Sales Engineer

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Intent Data

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Lead Enrichment Software

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Lead Enrichment Software

Single Sign-On (SSO)

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B2C2B

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B2C2B

Weighted Sales Pipeline

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Weighted Sales Pipeline

Sales Calls

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Customer Buying Signals

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Customer Buying Signals

Request for Proposal

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Request for Proposal

Consumer

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Consumer

Site Retargeting

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Site Retargeting

Net 30

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Net 30

Firmographics

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Corporate Identity

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Corporate Identity

Account-Based Advertising

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Account-Based Advertising

Pain Point

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Pain Point

Forward Revenue

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Forward Revenue

Marketing Mix

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Marketing Mix

Demand Generation

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Demand Generation

AppExchange

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Electronic Signatures

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Electronic Signatures

Sales Key Performance Indicators

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Sales Acceleration

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Personalization

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Event Marketing

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Product Recommendations

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Product Recommendations

Shipping Solutions

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Sales Operations Analytics

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Sales Objections

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