In the world of marketing, gated content refers to content that is only accessible after a user has provided some personal information, typically their name and email address. Gating content can be a powerful tool for businesses to generate leads and build their email lists. However, some may wonder why resource whitepapers are often gated. Here are some reasons why:
Quality of Leads
One of the primary reasons why resource whitepapers are often gated is to ensure the quality of leads. By gating the content, businesses can ensure that only those who are truly interested in the content will provide their contact information. This means that the leads generated are likely to be of higher quality, as they have already shown an interest in the subject matter.
For example, if a software company creates a whitepaper on the benefits of cloud-based accounting software for small businesses, gating the content ensures that those who download the whitepaper are interested in cloud-based accounting software and are likely small business owners or decision-makers who are interested in purchasing accounting software. This ensures that the leads generated from the whitepaper are high-quality and likely to be converted into customers.
Control of Distribution
Another reason why resource whitepapers are often gated is to control the distribution of the content. By requiring users to provide their contact information, businesses can control who has access to the content. This can be particularly important for businesses that want to ensure that the content is only being accessed by their target audience.
For example, if a pharmaceutical company creates a whitepaper on a new drug treatment, gating the content ensures that only healthcare professionals and researchers have access to the whitepaper. This can help the company control the distribution of the content and ensure that the whitepaper is not being accessed by individuals who should not have access to it.
Building Email Lists
Gating resource whitepapers can also be a powerful tool for building email lists. By requiring users to provide their email address, businesses can build a list of leads that they can then market to in the future. This can be an effective way to build relationships with potential customers and keep them engaged with the brand over time.
For example, if a marketing agency creates a whitepaper on the benefits of social media marketing, gating the content ensures that those who download the whitepaper are interested in social media marketing. The agency can then use the email addresses collected to send newsletters, updates on new whitepapers, and promotional emails related to social media marketing. This can help build relationships with potential customers and keep them engaged with the agency’s brand over time.
Increasing Brand Awareness
Resource whitepapers can also be an effective tool for increasing brand awareness. By creating valuable content that is only available behind a gate, businesses can create a sense of exclusivity and generate buzz around the content. This can help increase brand awareness and drive traffic to the website.
For example, if a fitness equipment company creates a whitepaper on the benefits of resistance training for women, gating the content can create a sense of exclusivity around the whitepaper. The company can promote the whitepaper on social media and through targeted advertising, generating buzz around the content and driving traffic to their website. This can help increase brand awareness and potentially lead to increased sales.
Generating Revenue
Finally, resource whitepapers can be an effective tool for generating revenue. By gating the content and requiring users to provide their contact information, businesses can then market to those leads and potentially convert them into paying customers. This can be particularly effective for businesses that offer products or services related to the subject matter of the whitepaper.
For example, if a financial services company creates a whitepaper on retirement planning for millennials, gating the content ensures that those who download the whitepaper are interested in retirement planning.
Establishing Thought Leadership
Resource whitepapers can also be an effective tool for establishing thought leadership. By creating high-quality, informative content that is only available behind a gate, businesses can position themselves as experts in their field. This can help build trust with potential customers and increase the credibility of the brand.
For example, if a technology company creates a whitepaper on the future of artificial intelligence, gating the content can position the company as a thought leader in the field of AI. This can help build trust with potential customers who are interested in AI and increase the credibility of the company’s brand.
Tracking User Behavior
Gating resource whitepapers can also be a powerful tool for tracking user behavior. By requiring users to provide their contact information, businesses can track who is accessing the content and how they are engaging with it. This can provide valuable insights into user behavior and help businesses refine their marketing strategies.
For example, if a software company creates a whitepaper on the benefits of their project management software, gating the content can provide insights into who is accessing the whitepaper and how they are engaging with the content. The company can use this data to refine their marketing strategies and better target potential customers in the future.
Encouraging Social Sharing
Resource whitepapers can also be a powerful tool for encouraging social sharing. By creating valuable content that is only available behind a gate, businesses can incentivize users to share the content with their social networks. This can help increase the reach of the content and drive traffic to the website.
For example, if a beauty company creates a whitepaper on the benefits of natural skincare ingredients, gating the content can incentivize users to share the whitepaper with their social networks. The company can offer a discount code or other incentive for users who share the whitepaper on social media, helping to increase the reach of the content and drive traffic to their website.
Protecting Intellectual Property
Resource whitepaper can also be a valuable tool for protecting intellectual property. By gating the content, businesses can ensure that their valuable intellectual property is only being accessed by those who have a legitimate interest in it. This can help protect the company’s trade secrets and other valuable intellectual property.
For example, if a technology company creates a whitepaper on a new software algorithm they have developed, gating the content can ensure that only those who have a legitimate interest in the algorithm are able to access the whitepaper. This can help protect the company’s intellectual property and prevent competitors from stealing their trade secrets.
Customizing Lead Nurturing
Resource whitepapers that are gated can also provide businesses with the opportunity to customize their lead nurturing strategies. By requiring users to provide their contact information, businesses can segment their leads based on their interests and behavior and create customized marketing campaigns that cater to each group.
For example, if a marketing agency creates a whitepaper on the benefits of content marketing, gating the content can provide insights into who is interested in content marketing. The agency can then segment their leads into groups based on their level of interest and create customized marketing campaigns for each group, such as targeted email campaigns, social media campaigns, or webinars.
Building a community
Gating resource whitepapers can also help businesses build a community around their brand. By providing valuable content that is only available to members of the community, businesses can incentivize users to join and engage with their brand on a deeper level. This can help build a loyal following and increase the chances of repeat business.
For example, if a fitness company creates a whitepaper on the benefits of a healthy diet, gating the content can incentivize users to join the company’s community by providing exclusive access to the whitepaper. The company can then engage with members of the community through social media, email marketing, and other channels, creating a sense of belonging and loyalty among their followers.
Generating Higher Quality Leads
By gating resource whitepapers, businesses can generate higher quality leads that are more likely to convert into paying customers. Because users are required to provide their contact information in order to access the content, businesses can ensure that they are capturing leads that have a genuine interest in their products or services.
For example, if a software company creates a whitepaper on the benefits of their project management software, gating the content can ensure that they are capturing leads that are genuinely interested in project management. These leads are more likely to convert into paying customers than leads that are generated through less targeted marketing efforts.
Increasing Conversion Rates
Gating resource whitepapers can also increase conversion rates by providing users with a clear call-to-action. By requiring users to provide their contact information in order to access the content, businesses can include a clear call-to-action in the gated landing page, such as signing up for a free trial or scheduling a consultation.
For example, if a marketing agency creates a whitepaper on the benefits of social media marketing, gating the content can include a call-to-action for users to sign up for a free social media audit. This can help increase conversion rates by providing users with a clear next step to take after accessing the whitepaper.
Establishing a Relationship with Potential Customers
Resource whitepapers that are gated can also help businesses establish a relationship with potential customers by providing them with valuable content that addresses their pain points and interests. By creating high-quality, informative content, businesses can build trust with potential customers and establish themselves as a valuable resource in their industry.
For example, if a financial services company creates a whitepaper on the benefits of retirement planning, gating the content can provide potential customers with valuable information on retirement planning. This can help establish a relationship with potential customers and position the company as a valuable resource for financial planning advice.
ConclusionÂ
In conclusion, resource whitepapers are often gated for a variety of reasons, including to ensure the quality of leads, control the distribution of content, build email lists, increase brand awareness, generate revenue, establish thought leadership, track user behavior, encourage social sharing, and protect intellectual property. By creating valuable content that is only available behind a gate, businesses can leverage the power of content marketing to generate leads, build relationships with potential customers, and increase brand awareness. However, it is important for businesses to ensure that their gated content is high-quality and relevant to their target audience in order to achieve the desired results.