However, gating content can make organic traffic goals harder to achieve for brands.
The author states that gating blog content is an effective method of collecting email addresses for marketing campaigns. However, brands must decide on a case-by-case basis if a piece of content should be gated or not.
Setting up a gate as a form that gathers email addresses lets brands strengthen their subscriber list. This is important as email marketing can help deliver 122% average ROI. However, the author cautions that landing pages with gated content are less likely to rank well in search.
Brands should make sure that the content behind the gate offers a distinct value proposition. If the content is helping users save money, time or acquire a marketable skill they are more likely to fill the gate form.
[5 minute read]