On this episode of 'Inbound & Down,' co-hosts Jon Sasala and Danielle Esposito weigh the benefits of gating and/or ungating your content.
"To gate or not to ungate." –William Shakespeare
Let us discuss the age-old question posed by The Bard of Avon when he invented inbound marketing, so many moons ago. (Hey, this blog is supposed to be informative and fun, so just go with it. Besides, it's a Shakespeare reference in a post about inbound marketing. Umm, awesome.)
But first, definitions.
Gating content is that which is given to the user in exchange for digital currency, such as a name, email, industry, or whatever requested by a corresponding form. On the flip, ungating content is that which is given freely, sans any barriers or walls. It's readily available to anyone visiting website.
Gating content has long been the industry standard, as it is a surefire way to generate leads. Recently, however, there's been in shift in the matrix. Maybe gating isn't the only way to generate leads with content. Gating also excludes such content from Google indexing. Bummer.
Ungating content gives Google the chance to index it, and consequently also gives your page the chance to rank. Yes, it's great to get a few solid leads from a piece of gated content, but how do you truthfully weigh that against the potentially hundreds or thousands of leads out in cyberspace who are now visiting your page because it's ranking?!
You're likely asking... 'if you’re giving away the content, how do you capture the lead?'
Answer: If this is such an extraordinary piece of content that people would truly desire, make it into a downloadable ebook! People will want to take it with them.
HubSpot did a study and found that 90% of [its] website visitors prefer to read from a PDF, as opposed to a website page.
There is still value in gating content.
Some content simply doesn't provide significant SEO value. For example: a template for your readers. It's not going to rank on Google, but it provides authority that you're a helpful force in your industry.
If you're still unsure whether to gate or ungate, consider these points:
- What is your objective, to build awareness or generate leads?
- Assess whether competitors already offer this content ungated.
- Does the content provide enough value to be gated?
- What information do you need to produce a quality lead?
Listen to this episode to hear a more in-depth discussion at gating and ungating, PLUS, get a special sneak peak of a future blog and podcast topic: content auditing.
Shakespeare would be proud.
Key Takeaways From This Episode:
- Gated content is given in exchange for information to generate leads. Ungated content is accessible visitors freely. Both have advantages, so be sure to assess your content, accordingly.
Questions about gating or ungating your content? Comment below, or email us at email@example.com.
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