Gated content is any content that your visitors can access only after providing their information. In most cases, this means a name and email address so you can be added to a further marketing list. Some websites have played with the idea of requiring social media follows or likes in exchange for content, which is a viable, but less a much utilised strategy than one that collect information for direct marketing.
On the Ideas Portal, we use gated content to differentiate users on the website.
“Investors” pay a higher subscription fee and so are allowed to browse freely across the website. They are able to evaluate all the ideas that are submitted to see if it is a point of interest for an investment opportunity. The site is un-gated.
“Inventors” are able to see other ideas that have been submitted into their category field. They can like and comment on other submissions and are able to request to view potential investor matches. The site is partially-gated.
For “visitors” to Ideas Portal, the site is fully gated. Visitors are allowed to see the promoted ideas that we put forwards and browse information on the site. The can see excerpts of other ideas that have been submitted into each category but can not see the full in depth description (that is intended for investors).
See more information on our pricing structures here!
How can you use the gated content structure in your marketing?
Gated content is one of the best ways to make people more interested in what you have to offer. So if you have a website to promote your new ideas you can utilise this to your advantage by taking the details of anyone who wants to know more.
You must make sure this is GDPR compliant though.
You can enhance the value of great content, and it does need to be great, with gated content. If people have to provide contact details in exchange for content, it increases the perception of value.
Is your objective brand awareness or lead generation?
If you’re aiming to improve brand awareness, then it makes sense to keep your content open. If you’re looking to generate leads, then gated content is the right option – as you’ll be able to capture valuable information about your prospects.
Its always better to plan your marketing strategy before rolling it out, so make sure that you have considered all options before diving in!!