You’ve just written an outstanding whitepaper that you know will be helpful content for your target audience. Should you publish it for everyone to see or provide it as gated content? This is a dilemma for many managed services marketing teams. You know your content will attract prospects even if you give it freely. However, if you publish it as gated, asking interested prospects to fill out a contact form; will it hurt or benefit your marketing efforts?
Read more to find out the benefits of gated content and if it’s a good fit for your content marketing plan.
What Is Gated Content?
Gated content is educational online content, such as whitepapers, eBooks, case studies, articles, videos, webinars, and podcasts. Your audience has to fill out a form to download or open the content. It could be their email address, name or phone number.
There are pros and cons to using this type of content marketing. Some of your prospects will leave your page when the sign-up form pops up. Others will be happy to register for your content.
Gated content can help you generate leads and engage with your audience if you do it right. The best time to use gated content is when your prospects are further down the sales funnel.
Benefits of Gated Content
Advantages of gated content for your managed services marketing plan may outweigh non-gated content. The following benefits can help you decide whether to try gated content:
- Generates better quality leads than public content
- Adds value to your content
- Gives you some reassurance that your competitors won’t see your content
- Prevents your content from being taken by bots that scrape content and plagiarise it
- Allows you to send personalised content to contacts that help drive conversions
- Help segment your audience
These are just a few of the benefits of gated content. But public content also has many advantages.
Benefits of Public Content
Public content for managed services marketing has many benefits also. Whether you choose to use a combination or gated and ungated content or just use public content, you’ll still have success with your content marketing plan.
Benefits of public content:
- Creating engaging content that’s shareable on social media and blog pages encourages positive interaction, repeat visits, more page views, and relationship building. All these result in lead generation.
- Public content gets indexed by search engines so it’s more likely to be found by your target audience.
- Since your prospects spend a lot of time researching before they purchase products and services, getting your content out there means they’ll see it. This helps with brand awareness so your prospects can form an opinion about your business.
Public content is ideal for attracting your target audience to your website. It’s for nurturing your leads at the top of your sales funnel.
To Gate or Not to Gate
Only you can decide which content marketing plan to use. For most managed service marketing teams, using a combination of gated and ungated content has the best success. Using public content for attracting prospects at the beginning of the buyer’s journey and nurturing them with gated content as you go deeper along their journey will result in more sales conversions.