How to Use Gated Content to Boost Engagement | 2023
It's time to spice up your engagement game and keep your audience coming back for more with gated content.
But what is gated content?
It's the content that's kept behind a paywall OR a sign-up form, and it's the stuff that your most engaged and dedicated followers will love.
According to bloggers, the most impactful forms of content in 2022 were, Guides & eBooks (35%) and gated content (35%)
Whether it's content upgrades, eBooks, white papers, webinars, email series, or scheduling demos, gated content has the power to keep your audience hooked.
So, let's explore the best practices and strategies to boost engagement in 2023!
Gated Content Examples
It is the secret sauce that can take your engagement levels to the next level!
It's like a VIP room at a party – only the most dedicated and engaged guests are allowed in, and they get to enjoy something extra special.
Here are a few gated content examples that you can use to boost engagement on your blog or website:
Content Upgrades
These are like little nuggets of gold for your blog post readers. They offer a deeper dive into a subject covered by an ungated piece of content.
For example, depending on the blog post, the content upgrade could be a checklist with the main points of the guide you've written.
Ebooks and White Papers
These are longer, more in-depth pieces of content that provide valuable information on a specific topic.
They're like the PhDs of gated content – packed full of knowledge and insights that your audience will love.
Webinars
If you're looking to engage your audience in real-time, webinars are a great choice.
They're interactive events that let you share information and answer questions in real-time.
Plus, they're a great way to build a community around your brand.
So, 73% of B2B companies believe they are the best way to generate high-quality leads.
Email Series
If you're looking to build a relationship with your audience, email series are the way to go.
They're a sequence of emails that educate and engage your audience on a specific topic.
Scheduling Demos
Scheduling demos can be a great way to engage with your audience if you're selling a product or service.
They give potential customers a chance to see your product in action and ask any questions they may have.
Gated Content Best Practices and Strategies
How do you make sure it's effective?
- Offer Value: The most important thing to remember is that it has to offer value. It can't be a thinly veiled sales pitch. Make sure your gated content provides your audience with valuable information that they can't find anywhere else.
- Make It Super Relevant: Your content should be relevant to your audience's needs and interests. For example, if your blog is about blogging, an eBook on how to make money blogging would be relevant to your audience and – therefore – more likely to be downloaded (that's the whole point, after all.)
- Be Selective: You don't have to gate ALL of your content. In fact, it's best to be selective about what you gate. For example, you might gate a white paper but not a blog post. This helps build trust with your audience, who will see that you're not trying to hide everything behind a paywall/sign-up form.
- Make It Easy to Sign Up: Make it easy for your audience to sign up. The sign-up form should be simple, quick, and not require too much information. The less friction there is, the more likely people are to sign up.
Bottom Line
We've learned about what is gated content, we saw some fantastic examples, and we learned the best practices and strategies to make it a success.
So, what's the takeaway from all of this?
Well, it's simple…it is like the cherry on top of your engagement sundae.
It adds a little extra something to keep your audience coming back for more.
So, don't be afraid to get creative, offer value, and promote the heck out of your content.
