Gated Content: 4 Tips To Decide How and When
Creating great content that drives traffic and boosts your metrics is the name of the online game. If you are constantly producing compelling and sticky content, viewers will hang out on your site longer, view more pages and have a higher likelihood of buying from you. How do you decide what kind of content to create, where it’s best optimized, and whether to gate it? Here are four tips to hit the mark:
Pinpoint Your Purpose: Create a clear objective for your content, and use that plan to guide its creation and distribution. Do you want to generate more awareness? Showcase specialized knowledge or expertise? Drive leads or sell more of a particular service? Understanding why you’re putting out content will help you get it to the right audience, at the right time, for the right reasons.
Format for Multichannel: Don’t be afraid to repurpose your content in as many ways as possible. For example, when someone from your company presents at a conference, tradeshow or other event, issue a press release. Also, record the session and package the video and audio (perhaps a podcast) so that prospects can stream it on their favorite devices. Turn the presenter’s deck into a webinar or blog post and include insights or opinions about the event to reinforce the shared experience with your readers.
Shorten and Serialize: Already have longer-form articles, videos or other content? Cut them up into smaller bite-sized pieces that your busy, overworked audience will want to consume. Changing graphics or freshening up an intro or conclusion can result in a nearly new piece you can add to your arsenal.
Know When to ‘Gate’: ‘Gating’ simply means asking prospects for contact information before giving them access to content. Not all experts agree on the practice. Proponents say it helps qualify leads and discourage the lookie-loos. Those opposed say that gating quashes interest and shrinks lead count. Both groups do, however, agree that if you do gate, make certain your content delivers the value, relevance and insights prospects expect. Otherwise, their interest—and your lead—will be lost. Like anything else, when used appropriately, gated content can be a very powerful tool to move leads through the marketing and sales funnel.