- Gated content is a practical lead magnet that can be replicated, maintained, and delivered at a low cost.
- Good content has a high utility value for the target customer. Especially educational content.
- Content can be promoted anywhere: on your own website, in social media posts, in Google Ads, and even in print ads.
Reasons against gating content
In fact, there are also good arguments against gated content. Rely more on freely available content if you want to
- want to expand brand awareness and reach,
- SEO plays an important role for you and important keywords do not rank well yet,
- you want more engagement at the ToFu (Top of the Funnel).
Gated content vs. paywall
There is a certain relationship between the terms gated content and paywall. The latter actually just describes a mechanism by which certain content on a website is only visible after paying a fee or taking out a subscription. The term is particularly common among websites of newspapers (such as the NZZ) and magazines that try to establish a digital business model with a paywall.