Gated Content: Best Practices

Not providing access to all your content can contribute to your growth!

Is your website an open bar?

All your content is available directly, without gated access, ready for direct viewing.

This is good because it helps your SEO, and your discoverability.

But have you ever thought about blocking some of your content? Make it accessible only if the visitor leaves you their email address?

We regularly see this practice for the download of e-books, whitepapers, business cases, etc.

This practice is also fairly common with large media organizations, who make all of their articles and content available with a subscription.

There are several ways to gate your content. Some good, some not so good.

For example, if you are asking for the email address of one of your visitors in order to give them access to a video, a downloadable PDF or other content, it should be worth it, have value and give the perception that giving personal information was well worth it.

In an article published on the Business2Community site, Jared Atchison presents a list of several possible practices with gated content and the reasons why you might decide to use this tactic for some of the content assets you have.

This practice allows you to grow your email list, a communication channel that you really own (unlike your subscribers on social networks, who don’t really belong to you) and that creates real value in your organization.

And if you would like to explore in more detail the use of gated content, simply contact us and we will be able to discuss the subject.

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