december2021 - 20

FEATURE
Why Your Firm Needs Gated Content
IF YOU'RE NEW to the world of content marketing, you may have heard the term
" gated content " and wondered what it is and how it can help your firm. There
are many advantages to gating your content, but it's important to understand
when and how to use it. First, let's take a closer look at what gated content is.
WHAT IS GATED CONTENT?
Gated content is targeted content that's only
accessible when visitors take certain actions, such
as opting in to a website's email list.
Most people are familiar with gated content
even if they don't realize it. For example, let's say
that you land on a website and you're greeted by
a pop-up asking you to give your email address
to receive a free eBook. The eBook is considered
gated content because you have to provide your
email address to obtain it.
In other words, there's a barrier - a gate - to
obtaining the content.
GATED VS UNGATED CONTENT
* Gated content can only be viewed or obtained by
giving an email address or taking another action.
* Ungated content is content that visitors can freely
access without taking additional steps. Regular
blog posts are a great example of ungated content.
HOW GATED CONTENT FITS INTO
YOUR FIRM'S CONTENT MARKETING
STRATEGY
Why would you want to gate your content? How
does this content fit into your overall content
marketing strategy?
One of the primary purposes of gated content
is to build and segment an email list. It can help
you generate leads, increase sales and even
provide more insight into your customers.
Gated content serves a very specific purpose,
and that purpose is to generate leads that can be
nurtured and hopefully converted into customers.
Gated content has been found to have high
conversion rates, as high as 45%.
Ungated content is what your firm will use to
drive traffic to your website, increase page views
and build credibility and trust with your audience.
WHEN TO USE GATED CONTENT
A well-rounded content marketing strategy
includes a mix of both gated and ungated content.
But how do you determine which content to gate?
When is the right time to gate your content?
To determine whether to gate your content,
consider the following:
* Your goals for the content. Do you want to generate
leads or educate prospects? Gated content is ideal
for generating leads, while ungated content will help
inform visitors and prospects about your services.
* The value of the content. Even if it's purpose is to
generate leads, it still needs to be valuable enough
for people to consent to signing up for your email list.
* Is this information freely available elsewhere? If
your competitors are offering this information for
free (ungated), then consider whether you're putting
yourself at a disadvantage by gating it.
USING GATED CONTENT AT DIFFERENT
STAGES OF THE BUYING
JOURNEY
Gating your content too early or at the wrong
stage in the buying journey can frustrate or turnoff
prospects. Timing is just as important as the
content itself.
Generally, gated content is most effective at
the following stages:
* Awareness: The prospect is aware of the problem,
but they are in the process of researching solutions
and learning more about your services. At this stage,
gated eBooks, podcasts, and white papers are ideal.
They educate the prospect on the problem and how
your firm may help.
* Consideration: Prospects now view your firm as a
credible authority and are considering using your
services. Gated webinars or case studies may help
convince the prospect that your firm is the right
choice for their needs.
* Decision: Prospects are now deciding whether
to take the dive and use your firm's services. At
this stage, you may offer a free consultation or
something similar.
It is crucial to ensure that your content aligns
with the prospect's stage in the buyer's journey. If
they're in the decision stage, they're probably not
interested in an eBook explaining their problem
and potential solutions. They're looking for a
20 DECEMBER 2021 ■ www.CPAPracticeAdvisor.com
By Katie Thomas, CPA
consultation or at least a webinar showing how
your firm will solve their problem.
4 TYPES OF GATED CONTENT
Understanding the different types of gated content
can help you determine which ones to offer at
each stage of the buyer's journey.
Some of the most common and effective types
of gated content include:
* eBooks: eBooks are one of the most common types
of gated content, and they can provide tremendous
value to your prospects, especially if you can make
them interactive. These can pair well with blog posts
to encourage visitors to opt-in.
* White Papers: Like eBooks, white papers aim to
inform the prospect. However, in this case, the
information comes in the form of an in-depth report.
These are long-form, valuable pieces of content that
can help position your firm as an authority.
* Templates: Templates are an excellent choice for
gated content because they're actionable, tangible
and highly valuable. They're ideal for prospects in
the consideration or decision stage because these
folks are already committed to solving their problem.
* Webinars: Much like eBooks and white papers,
webinars inform and educate prospects while
helping them get to know you and building authority.
Gated webinars are ideal for buyers in the awareness
stage, and the high value they offer will sway many
visitors to fill out your opt-in form.
Virtually any type of content can be gated, but
these are the four most common types. Generally,
these types of content are more successful at
generating leads at different stages of the buying
journey.
THE BOTTOM LINE
Gated content can help your firm generate more
leads and increase your client base. But it's essential
to use the correct type of content at the right
stage in the buyer's journey. Finally, make sure
that your content marketing strategy also includes
ungated content to help build brand awareness,
trust, and credibility with your audience. ■
Katie Thomas, CPA, is the owner of Leaders
Online, where they help professionals in the
accounting industry increase their impact,
influence, and income through thought
leadership marketing.
http://www.CPAPracticeAdvisor.com
december2021

Table of Contents for the Digital Edition of december2021
