Here’s What the Data Says About Gating Your Content
To gate, or not to gate content is a point of contention amongst many content marketers. Some argue gated content ensures people who want your content will opt-in and improve the quality and value of leads generated. Others argue that leaving content ungated helps you build trust with potential customers, optimizes the reach and shareability of your content, and improves your website’s ranking.
Assaf Dudai, head of content at BrightInfo, analyzed the data to try and settle the gating debate. BrightInfo analyzed the website conversion performance of 33 SaaS companies, and tracked 325,000 unique monthly visitors across 1.5 million content interactions.
Here’s what he found:
Companies that gate 60% or more of their content convert 132% better than companies that gate 40% of their content; and 650% better than companies that gate 10% or less of their content… you should know that the boost to conversion peaks at around 70%. Companies that gate more than that don’t necessarily convert better than companies that gate 60-70% of their content.
Gated content can also serve as a segmentation tool and lead to direct sales. While leaving some content ungated is undeniably good for brand awareness and SEO, the conversion benefits of gating can’t be ignored.
For the full deal on gated content, check out Dudai’s original article below.
About Author
