Is It Ever Okay for Local Businesses to Use Content Gating

by Joe The Goat Farmer

It isn't usually smart to content gate basic items like blogs and articles. This is especially the case if you want your company to be viewed as a thought leader or you want to boost your social media following. Some content, though, is appropriate to put behind a gate.

White papers, webinars, eBooks and case studies create a suitable moment when content gating is okay. Statistics show that white papers, for example, are used in business-to-business purchases over 80 percent of the time. With numbers like these, it is ok to ask for some lead information before giving out the goods.

Content Is Not Easily Available free of charge

If you are a bait and tackle shop and created content dedicated to cleaning a catfish, it wouldn't be too smart to gate this content. After all, this data is all over the web and your competition likely has the same content free of charge. If you have created something special or that isn't readily free online, though, consumers will be more willing to hand over their sensitive information.

Content Is Seriously Sales Focused

Anything from blogs to three-minute videos can help you build trust and brand authority. If you create content that is clearly devoted to people ready to buy, though, a content gate may be in order.

You must simply know which part of the purchase process a consumer is at, and you can get an idea of this based on what they are looking for online. Additionally, keep in mind that you can 'ungate' a piece of content later and get the Search engine optimization benefits.

In many examples, gating your content isn't the right way to go. This does not mean, though, that it is never acceptable. Be honest about the content you have created and the goal you had in mind, and you should be able to decide whether to gate or not to gate.​

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Is It Ever Okay for Local Businesses to Use Content Gating