Getting information out to consumers and finding leads is a challenging process. There are so many rules to follow for search engine optimization and keywords and content. It can be incredibly confusing. On top of all of that, you’re competing with hundreds if not thousands of other businesses online to have
your voice heard and your words read.
There are so many suggestions on how to have your content found, from developing online stories to engaging people with contests to gating your content for lead generation. All of these may or may not work for you, but you’ll never know unless you try. Having only one plan for marketing isn’t going to get you anywhere.
One of the biggest debates when it comes to information on the web is whether or not a site should gate their content. In essence, this practice involves having the reader share some information with the site before they can access the content. This may be as simple as their name and email address, or it can get more in depth and ask them about the industry they work in and other information.
The content people are trying to access usually includes white papers, ebooks, articles, or videos. In reality, anything that is put on the web can be gated, all it involves is adding a form that people have to fill out to get to the information.
The reason gating content is so debated is because there are those who believe that all information should be free to access by everyone. Others think that having gated content will keep browsers at bay and only attract people who are truly interested in accessing their content.
Gated Content and Leads
Using gated content to garner leads can be beneficial. It could gather data about who is accessing your site and for what reason. That is, of course, if people are actually filling out the form. Most readers will realize that if they fill out that form to access the article or white paper, they will probably be contacted.
This can be beneficial for a recruitment website because if a person is willing to share their information to access your white paper or article, then they are probably really interested in reading what you have to say. They are also more than likely willing to create connections and engage your recruiting services.
You may not get as many readers or leads when you gate your content, but the ones you get will be incredibly beneficial and willing to engage with your services. That makes gating your content worth it. No longer will you have to sift through leads and potential clients, they’ll be looking for you.
Creating Gated Content
The most important part of gated content is creating something that people want to read—and provide their data to access it. Another thing you’ll need to consider is that when your papers are behind a gate, web crawlers can’t find them to list as results in web searches. This can make it more difficult for people to find your content. However, creating content people want to read and being found by search engine bots can be accomplished in a variety of different ways.
This process can involve content such as Coming Soon notifications where people have to sign up to see what exciting and new things your recruitment company will be offering in the future. If you often publish articles or other content in serial form, offering the first one free and then requiring them to fill out a form to read the rest could be a good way to generate leads.
Limiting the amount of free material that a person accesses on your site could also be a good way to use gated content. It’s up to you to decide how many they can access, but maybe after two or three, if they want to read more content on your site, they have to sign up.
Once that information is up, depending on the type of website you have, you’ll have to create the access form. If you use WordPress, the form can be created by using OptinMonster . Another site that can help with gate creation is Leadpages .
Benefits of Gated Content
There are benefits to including gated content on your recruitment site, including the ability to generate leads and knowing that those leads are truly interested in what you have to say and your services. The debate will rage on whether or not gated content works on the web, but you do what you have to for your marketing strategy and to find the best leads for your business