3 Times Content Gating Is Acceptable for Local Businesses
When Content Much More In-Depth
It isn't usually smart to content gate basic items like blogs and articles. This is especially the case if you want your enterprise to be viewed as a thought leader or you want to improve your social media following. Some content, though, is suitable to put behind a gate.
White papers, webinars, eBooks and case studies create a suitable moment when content gating is okay. Statistics show that white papers, for example, are used in business-to-business purchases over 80 percent of the time. With numbers like these, it is ok to ask for a little lead information before giving out the goods.
Content Is Not Easily Available without cost
If you are a bait and tackle shop and created content aimed at cleaning a catfish, it would not be too smart to gate this content. After all, these details is all over the web and your competition likely has the same content free of charge. If you have created something special or that is not readily free online, though, consumers could be more willing to hand over their private information.
Content Is Greatly Sales Focused
Anything from blogs to three-minute videos can help you build trust and brand authority. If you create content that is clearly centered on people ready to buy, though, a content gate may be in order.
You must simply know which portion of the purchase process a consumer is at, and you can get an idea of this based on what they are attempting to find online. Additionally, keep in mind that you can ‘ungate' a piece of content later and get the SEO benefits.
