Getting Started With Gating Your Content - Universal

Blogging for your site can be great for both your current and new customers. Some of our clients wonder how content marketing can generate leads for a specific service they offer. Creating rich and robust pieces and gating them is one way to generate leads and potentially gain new business. Here are the basics of gated content, how to share it, and some tips on how to get the most qualified leads possible.

What is Gated Content?

Gated content is an in-depth content piece to educate prospects on a certain topic surrounding a service you offer. The actual piece can be a downloadable PDF (podcasts and webinar registrations can also be gated content.) that lives behind a landing page.

In this article, we will be focusing on downloadable PDF’s. The landing page will usually include a brief summary of what you’ll cover, some questions that you’ll address within your piece, and then a simple form for the user to fill out. Once a user hits the submit button, they are usually sent to a page containing the downloadable PDF.

What Types of Gated Content Are There?

There are three main types of gated content when it comes to downloadable PDFs:

White Paper: A persuasive, authoritative, in-depth research piece that analyzes a problem and offers solutions. Also usually includes illustrations, charts, and references
Case Studies: An example of how your service or product helped one of your current buyers. This usually includes a summary of the buyer’s goals and needs, along with real numbers.
Guides: Detailed breakdown of a specific subject.

When choosing your topic, think about products or services that usually involve a lot of questions from a prospect. These products and services are the best ones to develop gated content around. When your prospect fills out that form, it should signal that he or she is ready to talk to you and learn more about that specific product or service.

What Should I Do Once My Piece is Published?

Once your content is published, you’re not finished! Here are some of the things you should do to expand your content’s reach:

Post on Social Media: Ensure that you share this piece across your social channels. Facebook and LinkedIn are generally your best bets.
Share with Social Media Groups: Request to join groups on LinkedIn and Facebook that are relevant to the industry you’re targeting this piece towards. Before posting, check the job titles of other people in the group to ensure your posting to the correct audience.
Send an E-Mail Blast: Some of your best chances for leads can come from e-mail. Ensure that this piece gets sent to subscribers of your blog or other customers that may be interested.
Reach out to Local Chambers of Commerce: Chances are, the information you provide can help other local businesses. Your chamber may post your content on their social media channels, or write up something on their website about the piece you created.
Include a link in Your E-Mail Signature: Maybe someone you e-mail that might be interested in learning more about your topic. Including it in your signature allows them to access your content while the topic is fresh in his or her mind.
Send a Link to Your Sales Reps: They can send the piece to interested prospects and provide personalized reasons why they should read it.

How Can Gated Content Benefit Your Business?

Gated content is a great way to increase lead generation for a specific service you offer. It’s a great informational piece that you can use to attract new business within your area. By addressing commonly asked questions and posting the piece to appropriate groups on LinkedIn and other channels, you’ll be able to develop more qualified leads and have the right eyes on your content.

Pat Layton is a content writer for Fortune Web Marketing, and works with members on creating blog posts, gated content, and more.

Have questions? Contact him at pat@fortunewebmarketing.com.