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Sam Brennand Customer Success Lead The Dos and Don’ts of Gating Content for Lead Generation #uberflip
Sam BrennandCustomer Success Lead
The Dos and Don’ts of Gating Contentfor Lead Generation
#uberflip
The Dos and Don’ts of Gating Content for Lead Generation @uberflip @sambrennand#uberflip
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The Dos and Don’ts of Gating Content for Lead Generation @uberflip @sambrennand#uberflip
THE BASICS
GATED CONTENT
▪ Content that can be accessed
without having to provide
information through a form or a CTA
▪ Typically: blog posts, YouTube
videos, social media posts, etc.
NON-GATED CONTENT
▪ Anything behind a form or a
CTA that requires the user to
trade information for access
▪ Typically: eBooks, webinars
(like this!), white papers, etc.
The Dos and Don’ts of Gating Content for Lead Generation @uberflip @sambrennand#uberflip
WHY GATECONTENT?▪ Great way to generate leads
▪ Demonstrates the inherent value of the
content you’ve worked hard to create
▪ Helps filter out prospects and customers
versus people who are just browsing
The Dos and Don’ts of Gating Content for Lead Generation @uberflip @sambrennand#uberflip
WHAT TRIGGERS PEOPLE TO
“BUY” CONTENT?
▪ Value
▪ Start with a conversation
▪ Play the “long game” to build trust and a
relationship before you ever ask for a
conversion
The Dos and Don’ts of Gating Content for Lead Generation @uberflip @sambrennand#uberflip
The Dos and Don’ts of Gating Content for Lead Generation @uberflip @sambrennand#uberflip
“The content purists will tell you not to
gate any top of the funnel content. I say
gate content if it has value.”
JASON MILLERLINKEDIN:
The Dos and Don’ts of Gating Content for Lead Generation @uberflip @sambrennand#uberflip
JAY BAERYOUTILITY:
“Youtility is marketing that is so useful
that people would pay for it”
The Dos and Don’ts of Gating Content for Lead Generation @uberflip @sambrennand#uberflip
THEGOLDEN RULEIf you’re going to gate your content,
you must provide some serious value to be successful!
The Dos and Don’ts of Gating Content for Lead Generation @uberflip @sambrennand#uberflip
TO GATE OR NOT TO GATE
THAT IS THE QUESTION
The Dos and Don’ts of Gating Content for Lead Generation @uberflip @sambrennand#uberflip
GOALS
The Dos and Don’ts of Gating Content for Lead Generation @uberflip @sambrennand#uberflip
SO WHAT ARE YOUR GOALS?
Create content
What is your goal?
More leads
Increase awareness and reach
Is the content high value? Yes!
Not gated No
NoDo you have a large enough
audience?Yes! Gated content
HOW TO GATE CONTENT:2 APPROACHES
The Dos and Don’ts of Gating Content for Lead Generation @uberflip @sambrennand#uberflip
(1) LANDING PAGES (2) OVERLAY CTAs
The Dos and Don’ts of Gating Content for Lead Generation @uberflip @sambrennand#uberflip
1. LANDING PAGES
▪ Keep forms short to increase conversions
▪ Progressive profiling can help
▪ Keep forms longer if you want to weed
out low-quality leads and spammers
▪ Design matters
The Dos and Don’ts of Gating Content for Lead Generation @uberflip @sambrennand#uberflip
Number of fields weeds out “fake” leads
Images
Responsive
Descriptive (highlighting the value and explaining the purpose)
Clear call-to-action
The Dos and Don’ts of Gating Content for Lead Generation @uberflip @sambrennand#uberflip
Large, attention grabbing image dominates page
Responsive
Brief description (straight to the point)
Clear calls-to-action
The Dos and Don’ts of Gating Content for Lead Generation @uberflip @sambrennand#uberflip
PROBLEMS▪ Process can be long
▪ Lots of drop-off opportunities
○ Fill out form
○ Go to ‘Thank You’ page
○ Go to ‘Download’ page
○ Read eBook
The Dos and Don’ts of Gating Content for Lead Generation @uberflip @sambrennand#uberflip
2. CTA Overlays
▪ Keep the focus on your content
▪ It’s all about the message!
▪ Using progressive profiling to increase
conversion rates
The Dos and Don’ts of Gating Content for Lead Generation @uberflip @sambrennand#uberflip
Limited fields (using progressive profiling)
Responsive
Compelling messaging
Eliminating steps
The Dos and Don’ts of Gating Content for Lead Generation @uberflip @sambrennand#uberflip
Limited fields (using progressive profiling)
Responsive
Fun and engaging copy
5 second delay (“carrot”)
The Dos and Don’ts of Gating Content for Lead Generation @uberflip @sambrennand#uberflip
LANDING PAGES vs. CTAs
HOW DO YOU DECIDE?
The Dos and Don’ts of Gating Content for Lead Generation @uberflip @sambrennand#uberflip
LANDING PAGES: CTAs:
▪ Use landing pages when there’
s no need to direct people to a
piece of content afterwards
▪ Use landing pages when the
offer is complex and requires
explanation
▪ Use CTAs when the “next step”
is consuming a piece of content
immediately
▪ Use CTAs to keep conversion
rates high
REMEMBER
TEST, TEST, TEST
@uberflip @sambrennand#uberflipThe Dos and Don’ts of Gating Content for Lead Generation
@uberflip @sambrennand#uberflipThe Dos and Don’ts of Gating Content for Lead Generation
The Dos and Don’ts of Gating Content for Lead Generation @uberflip @sambrennand#uberflip
The Dos and Don’ts of Gating Content for Lead Generation @uberflip @sambrennand#uberflip
KEY TAKEAWAYS▪ Gate high value content that was
created with lead generation in mind
▪ Use CTAs to keep conversion rates
high
▪ Don’t make people jump through too
many hoops (remember, you’ll be
nurturing them afterwards!)
▪ ABT - Always Be Testing
