Should Content Be Gated?

One of the most important decisions a content marketer will make is whether to force a user to register before the user can access specific content. On one hand, we’d like to use out content to build trust with prospects and help accelerate them through the marketing and sales funnel. On the other hand, we’d like to establish a firm connection to these same prospects through a registration event so that so we can continue to speak to them throughout the buying process. What should content marketers do?

Sometimes, it seems like marketers fall into one of two camps. The first camp is the “aggressive” camp. Here, we have marketers who prioritize lead-generation above all else. This philosophy is often driven by a focus on the numbers. “We need to drive 1000 leads a month in order to hit our sales targets,” these folks say. “So, we gotta get those leads! Gate everything!”

In the other camp, we have the “passive,” soft-sell marketers who want to establish a warm, welcoming relationship with every potential prospect. “We don’t want to scare away anybody with aggressive registration gates,” this camp says. “If we treat everybody respectfully and provide all the information they need, they’ll come to us over time.”

Which camp is right? Which is wrong? The answer is both.

Prospects are Shifty

Aggressive marketers end up scaring away some prospects by demanding lots of information from them before the prospect even has a chance to figure out whether they are interested in the brand or not. But passive marketers end up missing an opportunity to establish a working relationship with the prospect as they move through the sales funnel.

So, what should we do?

The fundamental problem is that both camps think of the prospect and their disposition to flee or register as static and unchangeable. Some prospects just won’t register, while others will, and that’s a characteristic of the prospect. This is not true, however. As prospects build trust with a brand and get more serious about purchasing, their disposition changes.

When the prospect first heard about the brand and started to research it, they were looking for basic information about the products and services offered. During this research phase, the prospect wanted to stay anonymous. Registering, the prospect feared, would trigger a call from a sales person or a blast of unwanted email spam.

But as the prospect matures and starts to gain trust in the brand’s ability to solve the prospect’s problems, the prospect is then willing to engage with the brand. In fact, they may even desire it.

Content marketers need to optimize the content and gating strategy to track this shift in the mind of the prospect as the prospect moves through the sales and marketing funnel.

Tracking the Prospect Through the Funnel

Let’s assume we are using a simple, six-stage marketing and sales funnel model. Your particular model may differ from this, but this is a good approximation for many companies.

1. Awareness
2. Interest
3. Consideration
4. Intent
5. Evaluation
6. Purchase

Given this model, what do we think the state of mind is for the prospect during each stage? What level of interest do they have? What are they looking for from the brand?

Awareness

During the Awareness stage, the prospect is

• Curious: Open to new information and learning about potential problems they might not have been aware of.
• Unsure: Not yet convinced they have a problem or need a solution, particularly from this brand.
• Passive: Looking for general information, not actively seeking solutions.

The prospect is seeking answers to questions such as

• Do I have a problem? (e.g., “Am I tired of feeling disorganized?”)
• What are the consequences of this problem? (e.g., “Is my lack of organization costing me time and money?”)
• What are potential solutions? (e.g., “Are there tools or services that can help me get organized?”)
• Who offers these solutions? (e.g., “What companies specialize in organization solutions?”)

Interest

As the prospect shifts into the Interest stage, they become

• Engaged: Intrigued by a potential solution and actively seeking more information.
• Open-minded: Considering different options and comparing features and benefits.
• Cautiously optimistic: Hopeful the solution can address their needs, but still evaluating.

The prospect is seeking answers to questions such as

• How does this solution work? (e.g., “How does your solution actually help me declutter?”)
• What specific features and benefits does it offer? (e.g., “Does it offer project management features?”)
• How does it compare to other options? (e.g., “What makes your app different from similar apps?”)
• Is there any social proof? (e.g., “What do other users think of this app?”)

Consideration

During the Consideration stage, the prospect becomes

• Focused: Narrowing down options and actively comparing products or services.
• Analytical: Critically evaluating features, pricing, and value propositions.
• Skeptical: Weighing the pros and cons, looking for potential drawbacks or red flags.

The prospect is seeking answers to questions like

• How much does it cost? (e.g., “Do you offer different pricing plans?”)
• Are there any discounts or promotions available? (e.g., “Is there a student discount?”)
• What is the return policy? (e.g., “Can I try the app and get a refund if I don’t like it?”)
• What kind of support is available? (e.g., “Do you offer live chat support?”)

Intent

During the Intent stage, the prospect shifts to become

• Motivated: Ready to make a decision and move towards a purchase.
• Invested: Feeling positive about a specific solution and its potential benefits.
• Driven to act: Seeking information to solidify their decision and overcome last-minute doubts.

Now, the prospect wants answers to questions such as

• Is this the right solution for me? (e.g., “Will this app solve my specific organizational needs?”)
• What are the potential risks of not using this solution? (e.g., “What if I continue to be disorganized?”)
• Do I have any remaining concerns? (e.g., “I’m worried about data security. How do you protect my information?”)

Evaluation

As the prospect matures into the Evaluation phase, they become

• Scrutinizing: Carefully comparing final options and addressing any remaining concerns.
• Ready to commit: Leaning towards a specific solution but still open to persuasion.
• Risk-averse: Looking for guarantees, testimonials, and social proof to mitigate any perceived risks.

Now, they need answers to questions such as

• Where can I find more information? (e.g., “Do you have any case studies or white papers?”)
• Can I compare plans or features side-by-side? (e.g., “Is there a comparison chart of your different pricing tiers?”)
• Can I try the product before I buy it? (e.g., “Do you offer a free trial?”)
• Who can I talk to answer my questions? (e.g., “Can I schedule a demo with a sales representative?”)

Purchase

Finally, the prospect is ready to buy. At this stage they are

• Confident: Feeling satisfied with their choice and ready to proceed with the purchase.
• Excited: Anticipating the benefits and value the solution will bring.
• Reassured: Trusting the brand and confident they made the right decision.

Now, the questions become very practical. The prospect has shifted to become a customer and wants to know

• How do I buy this product? (e.g., “What payment methods do you accept?”)
• What happens after I purchase? (e.g., “How do I access my account?”)
• What if I need help getting started? (e.g., “Do you have any onboarding resources?”)
• What are the next steps? (e.g., “What additional products or services can help me achieve my goals?”)

When to Gate Content

Given this funnel model, we can see that prospects in the Awareness and Interest stages probably want to remain anonymous. They are still trying to understand the landscape of this market and the brand’s position within that landscape. They have not yet formed any attraction toward the brand. During these phases, we don’t want to gate content that answers the questions that the prospect is having.

At the other end of the funnel, in the Evaluation and Purchase stages, the prospect is shifting to become an actual buyer. The prospect has developed strong interest in the brand and, in the Purchase stage, an actual intent to buy. At this point, there is little risk in the buyer remaining anonymous, so content targeting this stage can all be gated or even provided by sales teams as part of a high-touch sales process.

This leaves the Consideration and Intent stages in the middle of the funnel. Sometime during these stages, the prospect starts to shift from performing high level research to narrowing down options. At this point, the prospect is going to need more granular information and because of their growing interest will be willing to trade their contact information to get it.

Given this, most content marketers should look to gate content that is addressing the Consideration and Intent stages. Before this, during the Awareness and Interest stages, content should not be gated. Allow the prospect to do anonymous research and build trust in the brand without triggering the prospect’s defense mechanisms. Focus on capturing the lead as the prospect’s level of interest in the brand increases. Finally, content used in the Evaluation and Purchase stages should definitely be gated, if not available only through high-touch sales teams. At this point, the prospect has done the initial research, has developed some trust in the brand, and knows that they are interested in solutions. Given this, the prospect will be much more willing to trade contact information for the next level of content.

Conclusion

So, should content be gated?

Yes, absolutely. The only question is when?

By tying your gating to specific stages in your funnel model, where prospects have met minimum levels of interest and trust, you’ll avoid scaring off early prospects and you’ll establish a long-term relationship with those who want what you’re selling.

You should start gating your content in the middle of the funnel, typically in the Consideration and Intent stages.