Content marketing has become a battleground, and at the centre of this struggle is one seemingly simple question: should your content be gated? It’s a decision marketers are forced to grapple with. You’ve created a brilliant white paper, a high-value webinar, or an in-depth report—do you offer it freely to all, or do you slap a gate on it, requiring users to hand over their precious details?
This isn’t a light decision. Sales teams love a gate—after all, gated content means leads, and leads mean potential buyers. Marketers, though, may wince at the thought of throwing up barriers that could stifle engagement. And then there’s the modern twist—AI-powered search engines, zero-click content, and concerns over how accessible content can feed someone else’s algorithm. It’s no wonder this debate feels like a marketing migraine.
But here’s the reality: there’s no one-size-fits-all answer to whether you should gate your content. And anyone who tells you otherwise is probably missing the point. Let’s explore the challenges, benefits, and a more nuanced way to approach the gated content conundrum.
Why marketers love gated content: The argument for locking it down
1. Leads, glorious Leads
Ah, the sales team’s favourite word: leads. Gating content guarantees that you’re collecting contact details—names, email addresses, and sometimes even deeper information like job titles and company size. It’s the kind of data that gets salespeople excited because they see potential buyers filling up the CRM. And yes, in the world of B2B, leads still matter. You can’t follow up with someone if you don’t know who they are.
2. Segmentation goldmine
Not only do you get leads, but gating also allows you to segment your audience. The data you collect can help you understand who’s consuming your content—what industry they’re from, their role, and perhaps even their pain points. You’re no longer just throwing content into the void; you’re capturing valuable insights that allow for better personalisation and more targeted follow-up campaigns.
3. Exclusive appeal
Let’s face it: putting content behind a gate can sometimes work in your favour, especially if what you’re offering has a premium feel. Gated content can create an aura of exclusivity. If people are handing over their details to access it, they might assume it’s more valuable than something freely available. This can work particularly well with in-depth reports, webinars, or industry insights.
4. Filtering serious prospects
Gated content naturally filters out the tire-kickers. Those willing to provide their contact details are likely more invested in what you have to offer. These leads tend to be more qualified, making the eventual sales follow-up more fruitful.
Why marketers hate gated content: The case for open access
1. You’ve just killed your reach
The biggest problem with gating content? You’ve just put up a wall. Search engines can’t index what’s behind a form, so your high-value resource won’t show up in search results. If your goal is to drive traffic, gated content is a hard pass. SEO loves open content, and gating your best stuff means you’re missing out on potential organic traffic.
2. Data scepticism
Here’s a truth that many marketers hate to admit: not everyone is willing to give up their data. With increasing concerns around privacy and data breaches, many users simply won’t hand over their email address for access to content, no matter how valuable. By gating your content, you’re creating a barrier to engagement—one that could lose you potential customers who don’t want to fill out yet another form.
3. Lost sharing potential
Open content gets shared. Ungated blog posts, infographics, or videos have a far higher chance of being passed around on social media or forwarded in an email. Gated content? Not so much. When you gate content, you limit its virality—fewer people are going to see or share it.
4. Low-quality leads
Here’s a dirty secret: not every lead you get from gated content is a good one. People know how to game the system. Ever filled out a form with a fake name and email just to get access? Exactly. You might find your database is filled with rubbish contacts who aren’t really interested in your business. Lead quantity doesn’t always mean lead quality.
The middle ground: a balanced approach
Strategy isn’t about choosing one thing and discarding the other—it’s about balance. And when it comes to gated versus ungated content, balance is the name of the game.
When to gate your content
1. High-value, in-depth resources
If you’re offering something genuinely worth paying for—an exclusive white paper, a detailed report, or a high-level webinar—then gating makes sense. The user is trading their data for real value, and that’s a fair exchange. But it has to be worth it. If all you’re offering is a lightweight guide, you might just frustrate your audience.
2. Nurturing serious prospects
If someone’s already shown interest in your business, gated content can help nurture that relationship. You’ve drawn them in with your free content, and now they’re ready to go deeper. At this point, asking for a bit of information in exchange for a valuable resource is a logical next step.
When to keep it open
1. Top-of-funnel awareness content
Ungated content works best for brand awareness. Blog posts, infographics, videos—these should be accessible to everyone. The goal here is to build trust and establish authority in your industry. You’re not asking for anything in return, just providing value. This kind of content drives traffic and improves your SEO.
2. Creating organic engagement
Open content is shareable. The more people see and share your ungated content, the wider your reach grows. If your aim is to get noticed, gating content can work against you by limiting your audience. Open content gives you the chance to build a community of engaged users who trust you without the hassle of giving up their personal details.
Five tips for getting gating right
- Clearly communicate the value: If you’re asking for someone’s email, make sure the reason is clear. Don’t just gate for the sake of it. Let users know exactly what they’ll gain from the content—whether it’s exclusive insights, deep-dive analysis, or access to industry experts.
- Offer a teaser: Before users fill out that form, give them a taste of what they’ll be getting. Whether it’s a summary or an excerpt, showing a snippet can help users decide if it’s worth handing over their details.
- Ask for only what you need: The more you ask for, the fewer leads you’ll get. Keep it simple. If an email address is all you need, then don’t request anything else. Long forms are a surefire way to scare off users.
- Combine gated and ungated content: Use your ungated content to build trust and drive traffic. Once your audience is warmed up, direct them to gated resources for more in-depth value. It’s about creating a journey rather than slapping gates everywhere.
- Use gated content for personalised follow-up: Gating content doesn’t end with capturing an email. Use that data to create tailored follow-up campaigns that offer more value, helping to nurture leads down the funnel.
Conclusion: to gate or not to gate?
In the end, the decision to gate content isn’t a straightforward yes or no. It’s about balance. Use gated content when you’ve got something truly valuable to offer, and keep top-of-funnel content open to drive traffic and build trust. A mix of both strategies will ensure you’re engaging the right audience at the right time without alienating potential customers.
At Carmen Murray Communications, we help brands develop a balanced content strategy that drives traffic, generates leads, and nurtures relationships. If you’re struggling to find the right balance between gated and ungated content, get in touch with us today. We’ll work with you to create a tailored approach that gets results.
