How to Gate Content to Boost Conversions?

by | Apr 21, 2021 | Content Marketing, Insights

(This Post is Written by a Guest Author)

Content marketing is a highly competitive arena. Brands and corporations are continually churning out remarkable creativity to capture audience engagement and create an industry-wide ripple. Do you think the work ends once an article is published?

It does not. Focusing on creating content and publishing content is not enough because the real work begins after publishing. Creating interactive blogs, informative articles and resourceful whitepapers is a time-consuming and demanding effort. As a business owner or marketer, you must take pride in your commitment to your website.

But if you want your content to perform as a dynamic marketing asset, you must embrace gated content techniques. All businesses, particularly e-commerce websites, aim to generate maximum leads and boost conversions. Well, gated content can help you acquire scores of new customers by distributing your content efficiently and helping you capture customer info and leads.

What is Gated Content?

Before we dive into its dynamics and inner workings, let’s define gated content. Why is it called gated? The term stems from the fact this technique creates a gate, beckoning your audience to gain entrance and unlock resources. To open this gate, your target customers must share their information and details – name, company, email, phone or other info.

The gate is a doorway to valuable, insightful, and unique content to engage, entertain, inform and inspire the audience. It’s crucial to invest in gated content for landing pages so you can develop personal connections with target consumers. You can capture visitors and convert them into customers by distributing quick pages throughout your website.

However, if your audience doesn’t find your gated content anywhere, all your resources and efforts will be wasted. Gating content is a remarkable off page SEO strategy to build authority and engagement and maximize conversions. Keep reading to explore some crafty techniques to gate content and boost conversions.

Generate Calls to Actions & Quality Links

The first step is curating content that you can link to the landing page of your gated content. However, if you don’t generate calls to action and promote your gated content, the audience may never find it.

Let’s imagine a common scenario. A potential customer finds a blog post after a quick Google search. He/she devours the article and thoroughly enjoys reading it; what happens next? Are you engaging this customer with the lure of more content in exchange for contact information?

It’s crucial to take the initiative to capture readers by actively promoting your gated blogs and articles. Calls to action are an effective technique to capture a lead and nurture it to boost conversions. Gated content allows you to build a loyal readership by flooding your audience with content they find engaging and informative. It’s a terrific opportunity to establish yourself as an authority in a particular niche or industry.

You must actively help your readers explore additional articles and whitepapers by incorporating a call to action and links. All your blog posts, website content, and guest posts must carry links and CTA to build a readership. When it comes to promoting gated content, quality and relevance are of the utmost significance in ensuring success.

Email Blasts & Consistent Newsletters

Do you engage with your audience through regular email newsletters and blasts? If not, then you’re missing out on a lucrative opportunity to build connections and boost conversions. Newsletters are a prevalent medium for B2B marketers to nurture sales leads and drive conversions.

Regular email newsletters will help you distribute your content and build an eager and enthusiastic audience. If you don’t run an email newsletter, now is the time to get started. You can run a weekly or monthly newsletter to alert your audience about recent blogs and other content.

Email blasts are another way to promote high-quality gated content. For those unfamiliar with the technique, email blasts are typically used exclusively to promote new content and offerings. It’s crucial to infuse these blasts with a refreshing punch of energy that compels the audience to explore further.

With both email newsletters and blasts, it’s essential to segment your audience carefully. Are you targeting the right people who are most likely to engage and appreciate your content? Be sure to segment your audience and include people who actively engage with and share your content. It’s wise to incorporate links so people can easily share them across their social media profiles.

Optimize your Homepage

The homepage is one of the most significant assets in capturing and converting leads on a website. Homepages receive an enormous amount of traffic as compared to other places. Therefore, they are the best destination to capture maximum leads and promote your gated content assets. How can you do that?

It’s simple: create a call to action to encourage your audience to download your highly immersive gated content. This technique will help you convert steady website traffic into paying customers by enticing users with valuable resources.

Most homepage layouts feature two CTAs. The first one usually displays contact information to increase appointments or offer customer service details. The second must promote your most popular articles, whitepapers, and other gated assets.

Prompts & Immersive Visuals

Aesthetics are a powerful instrument in digital and content marketing. Research is another authoritative asset that piques curiosity and compels people to explore and learn. People gravitate towards fascinating visual elements, scientific insights, and insightful research. Does your content offer all that to engage and inform consumers?

If yes, you must actively promote your content assets with encouraging prompts, interactive quotes, and immersive imagery. These prompts serve the purpose of promoting your gated content and highlighting its significance. You must highlight the value of your gated content by adding quotes, statistics, and images on social media.

Entice readers with meaningful prompts that encourage them to download your gated content to devour more information.

Conclusion

Gated content is a dynamic strategy to capture leads and build trust to convert these leads into paying customers. If your business is struggling to acquire new customers, gated content will help you create a trustworthy and reliable image.

Most marketers and business owners shy away from this strategy because it demands effort and time. Running a blog, no matter how informative and engaging, isn’t enough. It’s crucial to use your content assets to their full potential to capture and convert leads. Gated content CTAs and forms will help you build a loyal readership of eager and enthusiastic readers.

Gated assets allow brands and businesses to build a digital community that regularly engages with their content and offerings. It may seem overwhelming for a novice who has just started maintaining a consistent blog. But once you get started, it becomes incredibly straightforward.

Guest Author Bio

Ethan Lark is a Business, Tech & Marketing blogger who spends his entire day writing quality blogs. He is a passionate reader and loves to share quality content on the web with his friends and followers and keeping a keen eye on the latest trends and news in those industries. You can find him on Twitter and Facebook.

If you’re interested in learning more about our content marketing services, please contact us at: info@granitecreativegroup.com or call 717-556-1054.

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