This document discusses how gated content can be used to drive lead generation. It recommends gating valuable, distinctive content that provides insights for the target audience. When gating content, companies should have automated follow-up systems in place and use progressive profiling to gradually collect more user data over time. The benefits of gated content include generating self-qualified leads and gaining useful insights about users.

1. WebEnertia > SlideShare
HOW GATED CONTENT CAN
DRIVE LEAD GENERATION

2. WebEnertia,Inc. 2
Creating content for more than just likes
Benefits of gated content
Knowing when to gate
Gate the right content
Only gate if you can follow through
Progressive profiling gets you more insight
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HowGatedContentCanDriveLeadGeneration

3. IT’S CRITICAL TO BUILD
MEANINGFUL INTEREST.
Content is king in marketing, and for a B2B organization,
By creating a gate you ensure only serious candidates will enter.

4. But how to you create content for more than just likes?

5. HowGatedContentCanDriveLeadGeneration
Creating content for more than just likes
WebEnertia,Inc. 5

6. HowGatedContentCanDriveLeadGeneration
Creating content for more than just likes
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- Thousands of views and shares isn’t guaranteed to be a successful lead generator
- Use content to generate highly qualified leads that can turn into potential customers, not to win a popularity contest
Creating content for general awareness or lead generation?

7. And how do you do that? Gates.

8. You are starting a conversation by providing
INSIGHTS, KNOWLEDGE &
GATHERING INTERESTED
USERS’ DATA.

9. HowGatedContentCanDriveLeadGeneration
Benefits of gated content
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Your gated content data can help you discover important information about your users and customers
User Insight
Self-qualified Leads
Content Marketing Payoff
Gated content will boost your inbound lead acquisition, which can lead to direct sales.
Content marketing is a time and resource consuming effort and getting measurable data for providing your hard-earned insights is what you
should expect.

10. There are limitations with gating…

11. THAT IS ALIGNED WITH
THEIR SALES FUNNEL.
Successful businesses have a combination of gated and non gated content

12. How Gated ContentCanDriveLeadGenerations
Know when to gate
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13. What should you gate?

14. YOU HAVE TO GIVE THEM
SOMETHING THEY WANT
IN RETURN.
For your audience to give you valuable personal information,

15. HowGatedContentCanDriveLeadGeneration
Gate the right content
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Your content needs to speak to their role, needs, industry or something relatable
It should be relevant to your audience.
It should be valuable enough to opt-in, share and
reference.
It should be relevant to your audience.
Gated content can’t be generic or readily available elsewhere. Your insights must be distinctive and give your viewers fresh perspective.
There’s nothing worst than getting advice you can’t action. Make sure your content isn’t out of reach for your audience.

16. HowGatedContentCanDriveLeadGeneration
Gate the right content
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17. Can you follow through?

18. If you don’t have an automated follow-up system,
GATING YOUR CONTENT
MAY BE A BAD IDEA.

19. HowGatedContentCanDriveLeadGeneration
Only gate if you can follow through
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1. An automated email system that delivers constant content to keep the relationship alive
2. Communication triggers that automatically deliver tailored messages according to whether the lead is warm, hot, or cold
You should have at least two things in place before
you start:

20. Never ask for too much, too early.

21. PROGRESSIVE PROFILING.
Capture lead data in a subtle way with

22. HowGatedContentCanDriveLeadGeneration
Progressive profiling gets you more insight
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When visitors fills out the form the first time, they are only required to complete a few form fields. The next
time, a few more.

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