What are the most effective ways to use gated content for lead generation?

1 Define your value proposition

The first step to using gated content for lead generation is to define your value proposition, or the benefit that users will get from accessing your content. You need to convince them that your content is worth giving up their personal information, and that it will help them solve a problem, learn a skill, or achieve an outcome. Your value proposition should be clear, specific, and relevant to your audience's needs and interests. You can use headlines, subheadings, bullet points, images, or testimonials to highlight your value proposition on your landing page or opt-in form.

2 Choose the right type of content

The next step is to choose the right type of content to gate. Not all content is suitable for gating, as some users may expect to access it for free, or may not find it valuable enough to share their details. Generally, the best types of content to gate are those that offer in-depth, exclusive, or actionable information that users can't easily find elsewhere. Some examples are ebooks, white papers, case studies, webinars, courses, templates, or tools. You should also consider the stage of the buyer's journey that your content targets, and match it with the appropriate level of information and commitment.

5 Nurture your leads

The fifth step is to nurture your leads, or the users who have accessed your gated content and provided their information. You want to build a relationship with them and guide them through the buyer's journey, rather than lose their interest or trust after they have consumed your content. To nurture your leads, you should follow up with them via email, thanking them for accessing your gated content and asking for their feedback. Additionally, you should segment your leads based on their profile, behavior, or preferences and tailor your communication and offers to their needs and goals. Furthermore, provide value and education to your leads by sharing relevant and useful content that helps them solve their challenges or achieve their outcomes. As an extra step, you can use webinars, podcasts, videos, or live events to interact with your leads and showcase your expertise and authority. Finally, create a sense of urgency and scarcity to motivate them to take action and buy your product or service. You can use discounts, bonuses, trials, or testimonials to persuade and influence your leads.

6 Measure and improve your results

The sixth and final step is to measure and improve your results, or the outcomes of your gated content strategy. You want to track and analyze your performance to identify what works and what doesn't for your lead generation goals. To do this, you should define key performance indicators (KPIs) such as the number of leads generated, the conversion rate, the cost per lead, the lead quality, or the revenue generated. Utilize tools and platforms such as Google Analytics, HubSpot, Mailchimp, or Leadpages to collect and visualize your data. Additionally, surveys, polls, or interviews can be used to gather qualitative feedback from leads and customers. Compare your results with benchmarks, goals, or industry standards to evaluate your strengths and weaknesses. A/B testing, split testing, or multivariate testing can be used to compare different versions of your gated content, landing page, opt-in form, or email campaign. Implement changes and improvements based on findings while also experimenting with new ideas, formats, or channels for gated content to see how they affect lead generation. Test and monitor the impact of these changes on results as well.