If you’re a B2B business owner, you’ve probably heard the term “gated content” before. But what is it, exactly? And more importantly, should you be using it on your website? In this blog post, we will discuss what gated content is and some of the pros and cons of using it for B2B businesses.
What Is Gated Content?
Gated content is content that is only accessible to users who provide their contact information, such as their name and email address. Businesses can then use this contact information to market their products or services to the user at a later date.
For example, let’s say you own a website that sells products. You may have a blog on your site that contains information about the products you sell, as well as helpful tips and advice for using them. If you want to convert your website visitors into leads, you may gate this blog content so that only users who provide their contact information can access it.
Pros and Cons of Using Gated Content
The use of gated content is a bit controversial. Some businesses swear by it, while others avoid it like the plague. So what are the pros and cons of using gated content, anyway?
Pro: Gated Content Can Help Generate Leads
If your goal is to generate leads, gated content can be a great way to do it. By requiring users to provide their contact information before they can access your content, you’ll be able to quickly and easily gather leads that you can then market to at a later date.
Con: Users Can Find It Frustrating
While gated content can be great for generating leads, it can also frustrate users if they’re not expecting it. Imagine if you were reading a blog post and suddenly, in the middle of it, you were required to provide your contact information before you could continue. It would be pretty annoying, right? This is why it’s important to make sure that your gated content is clearly marked as such, so users know what to expect before they start reading.
Pro: Helps You Build Your Email List
If you’re looking to build your email list, gated content can be a great help. By requiring users to provide their contact information before they can access your content, you’ll be able to quickly and easily add them to your email list.
Con: May Reduce Your Organic Traffic
If you’re relying on organic traffic to your website, gated content can be a problem. This is because, when users need to provide their contact information before they can access your content, some of them will simply leave your site rather than fill out the form. This can lead to a decrease in organic traffic, which can hurt your business.
The Bottom Line
Gated content can be a great way for B2B businesses to generate leads and build their email list. However, there are a lot of marketers who think it can do more harm than good. So, be sure to weigh the pros and cons before you decide whether or not to use gated content on your website. You never know, it could be a huge help – or a major mistake!
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