A "gate" refers to the Form a user is required to fill out online before gaining access to a specific piece of content. This can also be referred to as a Landing Page. Strategically using gated content to capture leads is one of the best ways to engage and nurture your prospects using ROI's marketing automation tools. Additionally, gated content helps to convert leads faster by identifying anonymous visitors, and following up with them based on their interactions with your site.  


To gate or not to gate...


While marketers do not have specific guidelines of what content should and should not be gated, these are some general tips to follow:

  • Most of your organization's content (videos, blogs, news articles) should be free and easily shared online. This tends to be the content that is the most easily produced.
  • Content that can be considered more "premium," or takes more time and resources to be created should be gated. This includes ebooks, white papers, webinars, research reports, intensive case studies, etc. 

A general rule of thumb when considering to gate content is to match the Form, or "gate," with the perceived value of the content. The more valuable the content is, the longer the Form can be for a user to fill out. Content with higher perceived value should definitely be gated and can utilize a longer Form in order to receive the content. Additionally, if you want smaller snippets of the content to be easily shared, consider breaking it up into blog post and other channels to increase SEO, serve as a teaser, and link back to the original gated content for more detail. 


How to set up gated content in ROI


1. Save the content (white paper, ebook, report, etc.) in the format of a PDF or an image


2. Upload the content (PDF/image) to ROI's Media Gallery


3. Create a Landing Page for the content that contains a Form users need to fill out (add ROI Form to an ROI Landing Page)


4. Add a link to the Landing Page's URL on your website (to locate the URL of your Landing Page, click the "View Landing Page" button on the bottom right, and copy the URL to use as the link)


5. Create an Email containing the gated content that will be sent to those who fill out the Form

  • Add the PDF/image to the Email as a teaser
  • Add a link to the full-sized content in the Media Gallery by going to the Media page (under the Content Tab), selecting the content, and using the URL on the new window as a link in the Email


6. Set up a Tactic to send an Email to anyone that fills out the Form on to receive the gated content

  • Please refer to this article for details on create a Form-triggered Tactic


Optional items to set up

    • Use Progressive Profiling on your Form to gather additional data each time a user accesses a different piece of gated content. This can gradually build a deeper profile around the prospect/customer each time they fill out the Form
    • Add a redirect URL upon completion of the Form under Advanced Settings. Instead of being shown the "success" message, the user will be redirected to a URL of your choice, which can help encourage further browsing through your website and viewing additional content

Optimize your Landing Page

The design and layout of a Landing Page can be the difference between someone filling out the Form or abandoning the page. To successfully entice users to fill out the Form, the page needs to be crafted just so. Below are some tips to keep in mind when creating yours: 
  • Keep it simple! Clutter on the page can detract from your main call to action
  • Limit the page to one offer that fits the initial call to action and content
  • Reduce navigation and other links that can direct the visitor to a different page, away from your offer
  • Format the page so it's easy to follow for the viewer- break up the sections using background color, borders, bullets, etc.
  • Use a contrasting color for the call to action so it stands out on the page
  • Target the copy on the page around the call to action- keep the headline short and concise  
  • A/B test using one changed element to determine how changes make the page perform- location of the form, images, colors, etc.
  • Design the page to have a layout that is easy to test, consider using this one from Kissmetrics
  • Review the benefits of adding a video

...What now?

After establishing gated content on your website, you can start to take advantage of your new leads! A good first step would be to create a segment of everyone who has filled out your Form. See the image below for the criteria in a segment to capture these contacts:


Once you have a segment created of everyone who fills out the Form, you can create a nurturing campaign specific to that piece of gated content. 

For example, if I was had a white paper about Landing Page optimization that I was using as gated content, I might create a Drip Campaign that sends to the segment of everyone who filled out that Form to receive the white paper. The first emails in my drip would provide general, helpful information about optimal page design or other elements related to Landing Pages. Further down the drip, I would introduce my company and what we do to help in the area of Landing Page creation. The further down the drip, the more specific the content should get to my company. This is how you can move visitors who fill out the original Form through your Lifecycle.  

If you would like to further discuss strategy for building a campaign, contact support@rightoninteractive.com