What Happens When You Construct Gated Content Free?


Whether you love aem or dislike aem, chances are, you have an sentiment about forms.

Trust us — theyare not evil. We still use them, and still believe that many marketers should continue to do so, too. But truth be told, the “Should we gate our content? ” question has been flying around HubSpot for a few years now. Weave looked at the topic through various lenses, from SEO, to lead generation, to channel-specific implications.

After all, gated offers tend to provide fairly consistent result volume and lead-to-customer conversion rates.

But at the same time, it turned out that we had a lot of landing pages for our offers — the gates, if you will, that werenat get much organic search traffic. We might have been optimizing the landing pages for search, but we werenat doing the same for the juicy, valuable, in-depth content inside the offer itself.

We had a lot of questions. Among them 😛 TAGEND Is locking all that valuable content behind a landing page and disallowing Google from ranking it ultimately hurting us from an SEO standpoint? Are PDFs succumbing as a format? Is there a way we can get people to convert on our offers when they live immediately on a webpage? Net-new leads Opportunities Customers First Conversion Topic Cluser Organic Traffic Lead to Opp rate Blogging HIGH 29% Buyer Persona HIGH 81% Case Survey LOW 59% Lead Generation LOW 62% Two with high organic traffic, but low-to-average conversion rates. Two with high lead-to-customer rates and really great content, but that weren’t ranking well for search in their original sort. Version A: A completely un-gated version of the page. In this version, there were other conversion opportunities sprinkled throughout the page, including an embedded kind at the very bottom for a related offer. Version B: A partially un-gated version of the page, where users start reading the offer, scrolling to a point on the page where the content blur and they’re greeted with an interstitial kind, which theyad “re going to have to” fill out to continue reading the content on the page. Hereas what this ended up looks a lot like:

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