B2B Articles - March 28, 2015

How To Improve Lead Generation Using Gated Content

How To Improve Lead Generation Using Gated Content -- Digital marketing - lead generation


By providing an incentive in the form of gated content, you can increase your opt in form conversions by 300%. – JustUno



80% of B2B content marketing assets are gated. – Starfleet Media



61% of marketers say lead generation is their top priority for 2015. – Conductor



Gated content is a piece of premium, branded content that visitors can only access if they fill out a form and provide key information, like their contact information, job title, location, and company name. Once the form is completed, the visitor gains access to the content, and your company can use the provided information to nurture the lead with continuous, targeted communications.



It’s a strategy that companies can employ to improve lead generation and measure conversions – but only if it’s implemented correctly. To that end, here are some guidelines to keep in mind when creating and marketing gated content:


  1. Make it valuable. The number one requirement of gated content is that it has to be valuable and worth your prospects’ time to fill out a form and share their personal information. If it’s not exceptionally helpful, you run the risk of damaging lead relationships and eroding your credibility. We recommend only gating in-depth and high-value content like e-books, webinars, factsheets, datasheets, white papers, complete guides, and case studies.


  1. Pay attention to design. For gated content to be successful, the landing page, form, and/or overlay CTA need to be really well designed. We recommend keeping forms short to increase conversions – unless you’re attempting to filter our spammers. In that case, a longer form is best. In general, a clean, streamlined design will convert far better than a cluttered and unappealing one. Make sure there’s a very clear call-to-action, use high-quality images, and highlight the gated content’s value and purpose.


  1. Make it shareable. Include social media sharing buttons to make it easy for prospects to share your gated content landing page with their followers. This practice often results in an increase in lead generation, due to visitors sharing the landing page content on Twitter, Facebook, LinkedIn, and other social media channels.


  1. Feature and promote your gated content. Feature your gated content in newsletters, weekly mailings, and on your website’s home page. Promote it on social media and enlist your advocates and influencers to spread the word as well. Make sure your target market knows this content is available and is aware of its value.


We also recommend showcasing your gated content on high-traffic landing pages on a similar topic. For example, if you have a pay-per-click (PPC) ad directing traffic to an article about estate planning, feature your gated white paper “The Complete Guide to Estate Planning” on that same landing page.


Learn more:



  1. JustUno, https://blog.justuno.com/new-feature-gated-content-promotions-social-lead-generation
  2. StarFleet Media, Benchmark Report on B2B Content Marketing and Lead Generation, https://www.smartdecisionguides.com/2014_b2b_content_marketing_report/
  3. Conductor, Inside Enterprise SEO: SEO Survey Benchmarks for Large Companies, https://www.conductor.com/learning-center/inside-enterprise-seo-survey-benchmarks-large-companies/


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