Gated content – is it on its way out?

by Esther Tyreman / Website Design / 0 Comments

In today’s digital world it is becoming tougher for websites to succeed. The techniques that worked well only a few years ago is actually failing now, and this could not be truer of gated content. For years, content marketing best practice included taking your best content and asking the reader to submit some personal information, an email address, phone number or something similar, to be able to read the full article or blog.

Using gated content worked to generate more leads, and so it was adopted by hundreds of thousands of other companies. Unfortunately, this approach has begun to lose some of its power, and there is a decline in how many people enter the details to access information. People want their information right in front of them; they don’t want to waste time searching for it, they don’t want to have to complete a lengthy form to get their answer!

It is unlikely that you will yield any results from one single marketing campaign. Paid campaigns are used to generate demand, and gated content forced people to share their personal information that was used for a barrage of future marketing campaigns. This method is no longer drawing the same response it once used to so what can you do instead?

Brand recognition

 In the age of social media brand name now has a lot to do with a purchasing decision. Your brand invokes a lot of emotion in your customers, with so much competition out there it is important to maintain a positive brand image. Push your brand on your website home page and any landing pages that you use in your marketing.  Use your social media to build your brand, respond to comments and reviews positively and try to resolve any problems or complaints. Think about some of the biggest brands out there; they should invoke a feeling of trust and reliability, would you do business with a brand that you have never heard of? By creating a positive view of your brand, you can generate more interest and leads in your products/services.

Real-time messaging

 No one has the time or the patience to make a phone call anymore, the endless options and being put on hold can be more damaging to your brand. Services like online chat, live messaging, email and social media are now becoming the go-to option for communication. Real-time messaging allows you to collect personal information quickly, resolve complaints and answer any initial enquiries that they may have. Rather than waiting ten minutes on hold trying to make a purchase or ask a question, you can secure a new client in a matter of seconds with real-time messaging. Ensure that your online services are well-manned, nothing is more infuriating for a customer than not getting a response.

Social targeting

 Social advertising has its drawbacks, people don’t head to social media with the intention of making a purchase, and while you may capture the attention of a minority of buyers, social advertising can be used to help you clarify your target audience. Custom audiences allow you to target user behaviour, for example, target people that have visited your site, downloaded something or just interacted with your Facebook page. This segmentation increases your chances of making a sale.

The customer journey is changing, more and more people are completing their journey across multiple devices. It takes a lot more brand interaction before a customer will part with their hard-earned money and you are now expected to engage with your audience at every stage of the buying process. Gated content is no longer complementary to the customer journey. At Bitlab we take the time to understand your business and your customers and help you to target and convert these customers. To find out how we can help your business then get in touch with our team on 0191 4350 030, use our online form or email info@biltab.co.uk.

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