{"id":63248,"date":"2019-08-13T00:00:00","date_gmt":"2019-08-13T00:00:00","guid":{"rendered":"https:\/\/rockcontent.com\/blog\/the-how-when-and-why-of-gating-your-content\/"},"modified":"2025-09-10T06:08:18","modified_gmt":"2025-09-10T09:08:18","slug":"the-how-when-and-why-of-gating-your-content","status":"publish","type":"post","link":"https:\/\/pingback.com\/en\/resources\/the-how-when-and-why-of-gating-your-content\/","title":{"rendered":"The How, When, and Why of Gating Your Content"},"content":{"rendered":"

To gate or not to gate? <\/p>\n

It\u2019s a question that every content marketing team has had to answer at least once\u2014if not hundreds\u2014of times. In a planning meeting for a new content piece, it\u2019s often the first question that comes up: how are we driving traffic to this content? And how are we capturing that traffic?<\/p>\n

It might seem as easy as placing a form on the page, but gating, unfortunately, comes with some complexities\u2014and most certainly a list of pros and cons.<\/p>\n

With an estimated 80% of B2B content behind a gate<\/a>, it\u2019s clear that forms are everywhere\u2014but are they working? And if they aren\u2019t, how can you ensure that they will\u2014or when do you decide to forego them altogether?<\/p>\n

Let\u2019s break down the why, how, and when of using gated content, with a few tips from our content experts that will help you find success.<\/p>\n

Why Use Gated Content?<\/strong>
<\/h2>\n

The \u201cwhy\u201d here is fairly simple. Gating equals gaining information that you cannot gain without a gate in place. When a person downloads your eBook, for example, you have no way of knowing why the person downloaded it, what company they work for, or even their email address. The file is presumably saved to their desktop\u2014but why? <\/p>\n

By placing a gate in front of your content, or locking certain chapters to something like an eBook or white paper, you gain valuable information about your buyer or prospect that can be surfaced to sales. Because content costs money to create, you must look at the personal information gained from form completions as your currency, since most often, content on your website is free to download. <\/p>\n

How to Use Gated Content<\/strong>
<\/h2>\n

Think of the last time you downloaded an asset or resource. What information did you have to provide to receive it?<\/p>\n

If you were presented with a long form with many questions, you were probably more likely to have abandoned it, forgoing the content altogether.<\/p>\n

This is a risk of gating content, and something to be highly aware of when planning when and where to place your gate. <\/p>\n

Take into account the type of content you\u2019re creating. Is it an eBook? A white paper? Demand Gen Report states<\/a> that 63% of buyers are willing to provide information about themselves in exchange for an eBook, with 76% indicating the same for a white paper.<\/p>\n

The content you\u2019re creating must be extremely valuable to your target audience in order for them to provide you with the valuable information that you\u2019re looking for, so you\u2019ll need to start by determining exactly who that audience is, where they\u2019re coming from, and what they are hoping to gain from your content, whether it\u2019s education or information about your product or service.<\/p>\n

Once you determine your audience, it becomes much easier to determine which pieces might compel them to complete a form. If you are marketing to a technology audience, for example, you might consider gating a lengthy research report on industry trends. <\/p>\n

Now, just because a form seems straightforward doesn\u2019t mean people will flock to fill it out. There\u2019s this unwritten threshold folks have for how much personal info they\u2019ll sacrifice for content. If your white paper isn\u2019t solving a problem that\u2019s top of mind, or your eBook\u2019s title comes off a little \u201cmeh,\u201d expect genuine hesitation\u2014or just a silent close of the browser tab. I\u2019ve watched entire campaigns fizzle because they relied on a one-size-fits-all approach, ignoring that every audience has its quirks and boundaries.<\/p>\n

Don\u2019t forget, the mobile experience counts for a lot these days. People scroll through content on their phones in snippets between meetings or during a commute\u2014barely interested in hunting for tiny form fields or pinch-zooming to complete a six-part questionnaire. If your gate chases away mobile users with clunky design or excessive requests, you\u2019re just setting yourself up for a pile of abandoned forms. A quick experiment: try downloading your own gated asset from your phone. If even you find it annoying, imagine how your prospects feel.<\/p>\n

When and Where to Use Gated Content <\/strong>
<\/h2>\n

In the case of Rock Content, we\u2019ve found that A\/B testing<\/a> is especially helpful when you\u2019re getting started with gating your content. By testing out different headlines and descriptions on your content\u2019s landing page, you can determine which messaging was more compelling to your audience, leading to more form completions and downloads.<\/p>\n

In our latest webinar on eBooks and white papers<\/a>, our content strategy expert Stephanie Mansueto noted that A\/B testing can include making changes to the form itself. By testing the questions you ask, the fields you include, and even the imagery that surrounds the form, you\u2019ll be able to gain a much better understanding of what\u2019s inspiring your conversions. <\/p>\n

Need Help Gating Your Content?<\/strong>
<\/h2>\n

Watch our webinar<\/a> to learn more about best practices for creating effective eBooks and white papers, including more tips and tricks from Stephanie on gating your content.<\/p>\n

Going to Content Marketing World this year? Stop by our booth<\/a>, or schedule a meeting with us in advance and we can chat about your content needs.<\/p>\n

}}<\/p>\n","protected":false},"excerpt":{"rendered":"

To gate or not to gate?  It\u2019s a question that every content marketing team has had to answer at least once\u2014if not hundreds\u2014of times. In a planning meeting for a new content piece, it\u2019s often the first question that comes up: how are we driving traffic to this content? And how are we capturing that […]<\/p>\n","protected":false},"author":1,"featured_media":54568,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[],"class_list":["post-63248","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"yoast_head":"\nThe How, When, and Why of Gating Your Content - Pingback<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/pingback.com\/en\/resources\/the-how-when-and-why-of-gating-your-content\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The How, When, and Why of Gating Your Content - Pingback\" \/>\n<meta property=\"og:description\" content=\"To gate or not to gate?  It\u2019s a question that every content marketing team has had to answer at least once\u2014if not hundreds\u2014of times. 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