To Gate, or Not to Gate? Answers to an Age-Old Digital Marketing Question

To Gate, or Not to Gate? Answers to an Age-Old Digital Marketing Question

Modern marketers understand that quality, engaging and relevant content is at the core of any integrated digital marketing strategy. It depends on your brand or product’s maturity in the marketplace. #3 – When you don’t have quality, ungated content to bolster a gated asset. #4 – When you don’t have a thoughtful nurture strategy in place. #5 – When you’ve co-created content with influencers. If they’re promoting a gated asset to their followings, they’re sending the signal that this content is premium. If at the end of the day they don’t feel it’s worthy of payment, they may not share. However, something needs to be left ungated not only to demonstrate value to your target audience, but also to make it easy for influencers to share. So, as you ponder whether to gate or not to gate, consider your objectives, market position and industry, current content ecosystem, nurture strategy, and influencer partners. What other factors do you consider when choosing to gate an asset?

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Modern marketers understand that quality, engaging and relevant content is at the core of any integrated digital marketing strategy. After all, in a world where consumers are increasingly self-directed in researching their options to make purchasing decisions, that quality, engaging and relevant content aids their journey and decision-making.

But let’s face it. While marketers want to inform and engage their audience, they ultimately want to generate viable leads to meet their goals and grow their respective businesses. Oftentimes, that means deciding when, where and how to gate certain content assets. In fact, perhaps one of the most common questions we get from our book of clients is: “Should I gate my content?”

The answer? It depends.

It depends on your objectives. It depends on your brand or product’s maturity in the marketplace. It depends on your content ecosystem. It depends on the “content of the content.” And it depends on your lead nurturing capabilities.

As a result, strategic decision-making is crucial, otherwise your content may never see the light of day. With that said, there are several situations where we believe gated content should be left off the table.

#1 – When you’re looking to build brand awareness.

Simply put, if you’re hoping to get eyeballs on your content and drive traffic and on-page engagement, give your content away “for free.”

If you’re an emerging brand or part of a younger or smaller company, brand awareness is an important step in building your audience. By providing your prospects with great, accessible content throughout the funnel, you can plant seeds and strengthen your perceived value—which can pay off later.

For more established brands, you know that just because you have high visibility and a strong reputation doesn’t mean a focus on brand awareness is no longer necessary. Awareness is still key for growing your audience, staying top of mind or gaining share of voice when a new product or service is released into the wild. So, if you’re creating content with the goal of strengthening awareness at the top and middle of the funnel, leave it ungated.

Simply put, if you’re hoping to get eyeballs on your content and drive traffic and on-page engagement, give your content away “for free.” – @Alexis5484 #DigitalMarketing #ContentMarketing Click To Tweet

#2 – When your brand, product or service is new to market.

This point is particularly important for startups or rising brands in a competitive marketplace.

For those pioneering a new field, you’re likely up against little to no demand for…

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