Word of the week: gated content
Gated content is higher in value and intended for buyers that are in the consideration or decision stage of the buyer's journey. The content is placed behind a "gate" or a form on a landing page. A variety of quality and educational content can be placed behind a form (i.e. eBooks, case studies, whitepapers, webinars, videos, etc.), and the marketer must determine whether or not visitors will perceive the content as valuable enough to provide contact or company information to obtain it. In addition, gated content can be incorporated into the “downloads” or “resources” section of the website and it’s always best to offer a mix of “free” and gated content instead of gating everything.