Leads are out, buyers are IN, and the secret is gated content

Gated content - resources locked behind a form requiring basic information such as a name and an email address - can be a game-changer for B2B marketers who are looking for value over volume.

Gathering a large number of leads and falling into the ‘it’s a numbers game’ trap can mean a lot of valuable resources - time, money, expertise - are wasted on people who are not likely to ever engage your business. 

Finding your ‘buyers’ - people who are able and likely to buy from you - takes time. The more valuable these buyers are to you, the stronger the pre-sale relationship needs to be, no matter how long it takes for that relationship to flourish.

What is Gated Content?

Gated content offers high-value content assets - think eBooks, white papers, case studies, or webinars - in exchange for someone's details.

While it may seem counterintuitive in today’s open-content era, gated content does two critical things:

• Identifies your buyers: When someone give you their name and email address, they’re signalling genuine interest in your brand and your offer.
• Opens the door for a new conversation: Once a new buyer has entered your marketing eco-system, you are able to create an authentic and natural flow of information which will deepen trust, show you as credible and reliable and expand their understanding of how you can help them. You can do this with an automated sequence or a series of follow-up communications.

So why is gated content hot right now?

B2B buyers aren’t deterred by a form if the content is valuable to them. High-quality resources save time by offering curated, relevant, and in-depth information. In fact, demand for gated content has grown 14% year-on-year, even as free content has become ubiquitous.

For decision-makers, if they are going to read or listen to information, it has to be worth it for them.

For marketers, this means a chance to engage the right audience and build trust from the very first interaction.

It’s not the gate, it’s who is asking to be let in

Buyers, not leadsGated content filters out casual browsers and brings in those actively seeking solutions. These are the people most likely to convert to clients, but not immediately. Accessing gated content is the first step for them. 

They’re looking for a brand they can trust.

Credible, professional, specialist - choose your superpowerOffering exclusive, insightful resources demonstrates authority and builds trust, especially when tailored to specific industries or pain points.

Learn more about opt-in offers here

Greater gated content

1. Start with Value FirstIf you’re asking for an email, make sure your offer is worth it. Whether it’s an industry report, a practical guide, or a webinar, the content should solve a real problem or deliver insights your audience can’t ignore.
2. Simplify the Entry PointAvoid asking for too much too soon. Stick to essentials - name, email, and maybe a job title. Save more detailed questions for when trust is established.
3. Strategically Use GatesNot every resource needs a gate. Reserve it for mid-funnel content (like case studies or white papers) and keep top-funnel materials (like blogs or infographics) freely accessible.
4. Follow Up ThoughtfullyOnce a lead downloads your content, follow up with value - not an aggressive pitch. Provide related materials, suggest webinars, or offer to answer questions to nurture the relationship naturally.

Think of your content strategy as a journey. Ungated content builds awareness and casts a wide net. Gated content focuses on deeper engagement, capturing interest at pivotal decision-making moments from potential buyers.

The Gate Isn’t a Block, It’s an Opportunity

Gated content isn’t about keeping people out; it’s about inviting the right ones in. Strategically, it builds trust, gathers valuable data, and positions your business as a reliable authority.

Gated content can drive growth while respecting the buyer’s journey - a win-win for both marketers and their audiences.