Gated Content
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This article explains what gated content is and how gated content strategies like eBooks, webinars, and case studies work to boost lead generation and engagement. It also explains how Growform can help you capture more gated content leads with smart, multi-step forms embeddable on landing pages and websites. For more tips on lead generation and conversion, visit our blog.
Struggling to Maximize Gated Content?
Gated content can be a powerful tool for capturing leads and growing your email list, but it only works if you’re getting the right people to engage with it. If your gated content isn’t driving the results you want, it might be time to rethink your strategy.
In this Growform article, we’ll explore gated content and how to optimize it to increase conversions and deliver more value to your audience and your business.
Why Listen to Us?
At Growform, we specialize in helping businesses capture better leads with smarter, multi-step forms. We’ve seen firsthand how great form design can drive better results. From clean, user-friendly designs to smart logic that keeps forms short and relevant, our platform is built to make your gated content convert.
What Is Gated Content?
Gated content is any online resource that’s only accessible after a user submits their information, typically through a form.
It’s a common lead generation strategy where businesses exchange valuable content for details like name, email, or company role. The goal is to capture qualified leads while offering something genuinely useful in return.
Gated Content vs Ungated Content
Unlike gated content, ungated content does not require users to provide their information before accessing it. The table below summarizes the key differences between both content types.
| Content Type | Description | Purpose | Examples |
|---|---|---|---|
| Gated Content | Requires users to provide their information (e.g., email) before access | Ideal for capturing leads and building email lists. Often used for valuable resources like whitepapers, eBooks, or reports. | Whitepapers, eBooks, reports, exclusive webinars |
| Ungated Content | Freely accessible to anyone without needing to provide information | Helps increase brand visibility and drive more traffic. Ideal for content meant to reach a wide audience, like blogs or videos. | Blogs, social media posts, videos, podcasts |
Common Gated Content Strategies to Improve Lead Generation and Engagement
eBooks and Whitepapers
Develop comprehensive guides or reports that explain topics relevant to your audience. These resources position your brand as an authority and attract leads interested in detailed information.
Example: HubSpot’s “State of Marketing” report provides in-depth analysis of marketing trends, offering actionable insights for professionals.
Webinars and Workshops
Host live or recorded sessions that educate your audience on pertinent subjects. These formats allow for real-time interaction, fostering engagement and trust.
Example: HubSpot’s Inbound Marketing Strategy Webinars offer viewers actionable strategies to enhance their inbound marketing efforts.
Templates and Action Plans
Provide ready-to-use tools that address specific challenges your audience faces. These resources offer immediate value, encouraging users to exchange their information for practical solutions.
Example: Neil Patel’s 7-week action plan aids businesses in improving SEO and driving traffic, offering structured guidance for measurable results.
Case Studies
Share detailed analyses that showcase the success of your products or services. Real-world examples build credibility and demonstrate tangible results, persuading potential leads of your value proposition.
Example: SEO.co’s case studies highlight successful SEO strategies implemented for various clients, available for download after users provide their name and email.
Industry Reports
Offer data-driven insights that provide valuable information about market trends and analyses. These reports position your brand as a thought leader and attract leads interested in current industry data.
Example: Hootsuite’s annual “Social Media Trends” report delivers comprehensive data on social media usage patterns, aiding businesses in refining their strategies.
How to Implement Gated Content for Lead Generation
1. Identify High-Value Content
Not everything should be gated. If you’re asking someone to give up their email, what they get in return needs to be worth it. That means content that solves a problem, saves time or offers insight they can’t find elsewhere.
We’ve covered what’s usually worth gating above. Remember, if the content doesn’t feel useful or specific, it’s better left open. Gating only works when the value is obvious.
2. Know Your Audience and Intent
Gated content works best when it lines up with what someone actually needs at that point in their journey. For example, keep it light if the prospect is at the early interest stage. If they’re closer to a decision, go a bit deeper.
You need the right content at the right stage of the conversion funnel to turn interest into action:
- For top-of-funnel, consider intro guides, checklists, or how-tos
- For middle-of-funnel, consider case studies, comparison sheets, or webinars
- For bottom-of-funnel, consider demos, trials, or pricing info
3. Build and Integrate a Form That Converts
You’ve got the content. Now, don’t lose people at the gate. The form should be easy to complete and feel quick from start to finish. Fewer fields, clearer questions, and a smooth experience make a huge difference.
That’s where Growform comes in. With our intuitive drag-and-drop form builder, you can:
- Build multi-step forms that feel lighter to complete
- Use conditional logic to only ask what’s needed
- Add buttons instead of dropdowns for faster choices
- Match the form design to your brand’s
- Get responsive, mobile-friendly layouts by default
You don’t need a developer. You just need a form that looks good, works fast, and gets out of the way.
4. Promote Strategically
Even the best content won’t convert if no one sees it. Put your gated offer where it makes sense and where your audience is already paying attention.
Smart places to promote include:
- Blog posts with related topics
- Landing pages linked from paid ads
- Email sequences targeting the right stage
- Social media posts with a clear call to action
- Inside other content as a natural next step
Promotion should feel like a helpful nudge, not a hard sell. Get the right content in front of the right people, and the form will do its job.
5. Follow Up and Nurture
Once someone fills out your form, respond quickly. Send the content right away, thank them, and follow up with a short email sequence that adds more value. Keep it relevant, focused, and helpful. This is your chance to build momentum and turn a lead into a real opportunity.
Growform Makes Gated Content Work Harder
Gated content still works, but only when the value is clear and the experience is smooth. The right offer, paired with the right form, can turn a casual visitor into a qualified lead.
Growform helps you do just that: build clean, easy forms that don’t slow people down. Whether you’re offering a guide, a webinar, or a tool, our smart forms make the handoff feel natural. Less friction, better leads, and more chances to close the deal.
Start capturing more leads through gated content with your 14-day Growform free trial today!