Gated Content
Premium content assets that require users to provide contact information or payment before accessing.
Definition
Gated content requires users to exchange something (typically email address or payment) for access. Common gated assets include whitepapers, ebooks, templates, tools, webinars, and research reports.
The gate creates a value exchange: users get premium content, businesses get leads. The key is ensuring the content's perceived value justifies the ask—overgating damages both user experience and lead quality.
Why It Matters
Gated content is the primary mechanism for content marketing lead generation. It transforms passive readers into identified prospects who can be nurtured toward purchase.
However, gating decisions involve tradeoffs. Gated content doesn't rank in search, limits social sharing, and can frustrate users. The best strategies use both gated and ungated content strategically.
Examples in Practice
A B2B company gates their annual industry report, generating 5,000 leads who demonstrate interest in their market—quality prospects that convert at 3x their average lead rate.
A SaaS company offers a free template that solves a specific problem, capturing leads at the moment they're actively working on something their product addresses.
A consulting firm ungates their thought leadership for SEO while gating proprietary research, balancing reach with lead generation.