Gated Versus Ungated Content: The Good, Bad, And Ugly And How To Take Action

How much knowledge do you have about gated and non gated content? What level of experience do you have in this field? Whether your brand has tried gated and unblocked content in the past or if this is a new concept for you, keep reading to learn the ins and outs of using content so you can make the best informed decisions moving forward!

Why do you think marketers and brands like confined content? Oftentimes, this is because gated content provides direct access to marketers about the various possibilities that are in the middle of the conversion funnel. From here, potential customer engagement can begin, which often consists of sharing details about a particular brand’s product, solution, and/or service.

Advantages and disadvantages of gated content

The good news is that not only can marketers identify their potential interests, but they can also incorporate gated content that offers the same solution, product, or service that potential customers are looking for at a specific time.

The bad part consists of brands asking potential customers to provide their personal data before they even start dealing with it. If prospects are in the early stage of the sales funnel, portaled content can be fatal because information is restricted from prospects and customers unless they provide personal information to access that specific content. Nowadays, the vast majority of customers prefer convenience, and unfortunately, confined content does not help with that.

One of the ugliest and most dangerous risks of masked content to consider is the frustration of customers at a time when these types of content do not provide them any value. For the most part, very few customers may willingly share their personal data for content that is not valuable or worth sharing.

Also, if the content your audience is searching for is readily available elsewhere, but your brand has marked it as closed content, it will most likely backfire and not deliver the results you hoped for. In addition, if potential customers share false or inaccurate information for the sole reason of downloading a technical document, for example, the result is likely to consist of creating a database in which potential customers do not convert.

With that said, what do you think of the bottom line? If a brand can deliver valuable content based on an informed understanding of its audiences and their purchasing personalities, then restricted content is an idea worth implementing. But, if there are any doubts or concerns, it may be best to keep the content ungated until more is learned.

Pros and Cons of Untagged Content

Generally speaking, in many industries and sectors, many marketers and brands view non-branded content as a powerful concept where readers can access different types of content without having to provide any of their personal information. No wonder the vast majority of B2B marketers are vocal advocates of unprotected content.

One of the main positive features about unbranded content is that it starts with the basic premise that marketers help customers by providing valuable and informative types of content. In general, most marketers really want to help both potential customers and customers find the right solutions without acting too urgently right away. When customers are offered something valuable and free, they tend to return, which ends up building trust and loyalty while facilitating engagement and potential sale.

On the other hand, one negative about non-influential content is that brands often do not have a clear idea of ​​who might be interested in their product or service. Since there is no page to fill out the form for potential clients and customers, their names or email addresses remain ambiguous. It is not unreasonable to assume that brands will not know which companies or industries their website visitors are a part of, missing out on a variety of opportunities.

Furthermore, you need to be aware of a specific piece of non-deferred content which is that the story doesn’t end with potential wasted words. Untagged content can lead marketers to send their content to anyone and everyone hoping it reaches the right person, and this is far from ideal. Brands that choose to implement this specific strategy continue to create and promote valuable content, and visitors keep coming back to consume that content, but what happens from there?

If marketers do not properly interact with website visitors and help take them to the next stage of the conversion funnel, there is little potential for conversions. With that being said, it’s important to engage and engage with visitors on a deep level, and unfortunately, that won’t happen if the content is gated all the time.

How should marketers take action?

Knowledgeable marketers often use a combination of gated and non-gated content to attract visitors and convert them into loyal customers. When getting started, marketers should have a clear understanding of the types of content that will be blocked and ungated. This starts with identifying the types of content that should be unobstructed and gateway based on short-term and long-term business goals.

It’s ideal to use unrelated content while targeting visitors higher in the conversion funnel to build brand awareness and trust in the first stage of interest. For example, an undated blog post can be used to build website traffic, increase reach, and boost engagement. Once this happens, restricted content such as e-books or white papers can be used for lead generation purposes. As potential customers progress down the funnel, appointment-based content such as webinars or product demos can be used to seal the deal.

In general, it is important for brands to keep a close eye on a company’s content library and diversify its resources so that they are customized with or without portals according to their specific marketing goals. Valuable types of content and user journey go hand in hand, and using gated and non-gated content is beneficial in its own way. What role will unblocked content and portals play in your organization? Check out any of the informative articles listed below to learn more and gain helpful tips about the content!

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