Join Dayna Rothman for an in-depth discussion in this video Gating strategy, part of Content Marketing Foundations (2015).
- Before you start promoting your content, you need to determine your Gating Strategy. What is Gating? Gating means putting a form in front of your content for the purposes of gathering lead contact information. Here's an example of a gate, essentially it's a form, I'm sure it's something that you've seen before. It's often in front of a content asset in order to download it. It typically asks for first, last name, sometimes job title, email, phone number, company or role. When it comes to gating, there are a ton of different choices on how you can approach it.
Let's go ahead and take a look at some of your options. Option number 1, gating all of your content. By gating all of your content, you can gather all of the lead information each time somebody downloads a content asset. This can be a good option for small companies and startups to build their database. And it's a consistent user experience through all of your content as your readers are seeing the same thing each time. Option number 2 is gating none of your content.
Gating none of your content enables you to remove the barrier of entry for your content. That means that somebody who is downloading your content doesn't have to put in their information. It helps you to grow your thought leadership and branding over time. It's good if you have a lot of early stage content. Your early stage content, because it's so educational, people might not want to put their information in in order to get it. Option number 3 is gating based on buying stage.
This is the option that I prefer personally. Gating based on buying stage enables you to gate only the assets that show buying intent when downloaded. This means that you will only gate the items that are really close to your product and so that you know if somebody's downloading that item that they're closer to being a customer. It also helps you to score your leads and determine where they are in their buying cycle. Scoring is something you can do when you're marketing automation system and it enables you to determine where a person is in their buying journey.
If you're only gating some of your content, you can give them a higher score if they're downloading the pieces that you're gating. Here's a sample strategy for gating based on buying stage. For early stage content, those real though leadership, educational and best practice pieces, don't gate. This is because those assets are great on social, they're good in promotion plans and they let people introduce themselves to your company. Mid-stage assets are great to gate because those are the assets that really show buying intent.
If somebody downloads an ROI calculator or a buying guide, you want to know who that person is and you want to score them appropriately. Then late stage items, you don't have to gate. Late stage items would be those customer case studies, pricing sheets. You want to make sure all of that is easily accessible to somebody who's close to being a customer. Gating based on asset type also enables you to have more premium content. Take those items that you spend a lot of time on and put a form in front of them. You don't want those to be as easily accessible.
And you can create variable content value based on effort and output. Put a gate in front of the content items that take you and your team a ton of time to create and then don't gate those items that aren't as time-intensive. Now that you know your gating options, sit down with your team and stakeholders to determine what makes sense for your unique business case.
The course explores creating a content plan, choosing content types, and developing an editorial calendar. It also explains how to write, edit, and design content, as well as choose the right mix of content and curate it for maximum impact, and closes with tips on measuring the impact of your content marketing efforts.
This course is part of a Learning Path approved by the American Marketing Association.
Gain the skills you need to become an AMA Professional Certified Marketer (PCM) in Digital Marketing by using the industry-leading courses and resources in the Learning Path. Take the AMA certification exam to show that you have what it takes to lead the digital transformation.
- What is content marketing?
- Hiring a content marketing team
- Creating buyer personas
- Developing a brand voice
- Setting goals
- Creating a content plan
- Writing, editing, designing, and curating content
- Promoting content on various channels
- Tracking performance