January 16, 2019 • Aerio Staff
Strategies such as: SEO, email marketing, list segmentation, developing engaging content & social media marketing, etc. Putting these strategies into play are fantastic for building your book marketing business, establishing your author brand and connecting with your fan base.
Gating content is one way of generating leads that many online marketers use to capture new prospects. Even if you don’t recognize the term “gated content”, chances are at one time or another this tactic has effectively led you to add your name and information to someone’s lead list!
Put very simply, gated content is information that is valuable to the reader. The reader must perceive the value of the content to be high because they will have to exchange personal details for the information.
When you gate content on your author website, you require that your reader complete a form in order to receive the content. Typically, that form will consist of a name and email address. Some marketers might ask for a phone number, or information about your job, depending on the nature of the products or services they sell. But as we’ll discuss, the value of the content must be in alignment with the value of the information that is handed over in exchange for it.
On the flip side, ungated content is content that anyone can access, meaning the content can be enjoyed without commitments or restrictions. With ungated content, you may have worked hard on developing it and hope readers find it valuable enough to take the next step (ex. join your email list), but there are no guarantees; readers can enjoy the content without limitations.
You may opt to gate content that you believe to be valuable to your audience; here are some of the most common examples of gated content:
Respect the Privacy of Your Leads
Gated content can get a bad rap – especially when marketers abuse the prospects’ personal details with excessive or spammy telemarketing calls or emails. So be mindful when considering your content gating strategy, because honestly, readers don’t like to give out personal data.
The good news is that as an author and bookseller, gating truly premium content can help you generate more leads. By employing gated content best practices, your readers won’t regret their decision to hand over their personal information. Instead, you’ll have a unique opportunity to build their trust and sell more books!
Once you’ve demonstrated your expertise to your readers by frequently sharing timely and engaging content, you can begin taking steps towards a winning gated content strategy. It is recommended that you be thoughtful and deliberate about what is gate-worthy and what isn’t only after you’ve started building your brand as an author and bookseller.
Quality gated content delivers a host of benefits, including:
When Does Gating Content Make Sense?
The simplest answer is it should be a win-win for both parties. If you’re asking your readers to give you personal information, what you’re offering should be worth their investment. When making the determination as to whether content will be gated, ask yourself these questions:
Book marketing is a great match for gated content. Readers LOVE to read! And it’s not often they can read the kind of content they love to read for FREE, so do what you do best – serve up some great writing and offer it as gated content.
Aside from ensuring that you’re gating the right content for your audience, here are some best practices for getting the most out of your gated content strategy:
When used in combination with premium content, effective calls-to-action, and engaging follow-up information, gated content is an excellent tool to help diversify your lead generation and drive more book sales! Be sure to experiment with different CTAs, channel promotions and follow-up emails to find the sweet spot for your audience.