Trends in Gated Content 2019

By Acadia Otlowski

Gating content causes friction. It’s often one of the first asks marketers make from someone in their audience.

Sometimes it’s small, just a name and an email address. Other times, a brand wants you to jump straight into a form, complete with company name and number of siblings (just kidding)

The more fields in your form, the more data you collect and the more friction you must overcome from your audience.

You have to maintain a reasonable value exchange (what your audience receives in exchange for their data). You need to offer something that justifies the amount of data you need to collect to properly nurture your audience.

In this post, we delve into the gating practices of some of B2B marketing’s top brands. We enter from the top of the funnel and work our way to our first piece of gated content. We’ll determine who gates what and when, and what fields they collect when they get there.

We’ll then compare the answers from this year’s examination with the results from 2018.

From there, we’ll note any trends that the data from those years might reveal.

Gates: Ebooks, Webinars, Templates, and Guides
Leaves Open: Tools (most collect data in the tool), blog posts

We enter Hubspot via a blog post about writing professional bios. At the end of a comprehensive blog post was this CTA :

This is a low friction way to get a lead to start filling out data. The blue box then envelopes the screen, and you’re asked:

You notice the progress wheel now?

They keep asking one question at a time as you approach completion. By now…

Related posts:

Change management is not just an important methodology in project management, it is essential. While other popular management methodologies, such as Agile, Waterfall or PRINCE2 all have their own…

Hay una gran brecha entre las instituciones educativas y los museos de la ciudad de Medellín, debido a que la tramitología resulta complicada y tediosa para los docentes. Esto genera que el público…

In our previous article we explained how the current Swiss Land Registry works. In this article we explain how blockchain technology can make this system even better.