Gated Content: Best Practices

Not providing access to all your content can contribute to your growth!

Is your website an open bar?

All your content is available directly, without gated access, ready for direct viewing.

This is good because it helps your SEO, and your discoverability.

But have you ever thought about blocking some of your content? Make it accessible only if the visitor leaves you their email address?

We regularly see this practice for the download of e-books, whitepapers, business cases, etc.

This practice is also fairly common with large media organizations, who make all of their articles and content available with a subscription.

There are several ways to gate your content. Some good, some not so good.

For example, if you are asking for the email address of one of your visitors in order to give them access to a video, a downloadable PDF or other content, it should be worth it, have value and give the perception that giving personal information was well worth it.

In an article published on the Business2Community site, Jared Atchison presents a list of several possible practices with gated content and the reasons why you might decide to use this tactic for some of the content assets you have.

This practice allows you to grow your email list, a communication channel that you really own (unlike your subscribers on social networks, who don’t really belong to you) and that creates real value in your organization.

And if you would like to explore in more detail the use of gated content, simply contact us and we will be able to discuss the subject.

Inbound or outbound marketing: A headache for startups!

When you are a young innovative company, it is not easy to choose the techniques to be used in marketing. Among the latest trends in inbound and outbound marketing, there are two complementary strategies that are equally divergent to design, promote and sell the product, but can become a real headache for startups.

Outbound marketing can be summarized as the art to chase the customer. This is a mass marketing strategy based on a system known as “push”. In other words, the company is trying to “push” their product to customers. The means used are the traditional mass media like television commercials, radio spots or print ads in newspapers, email, phone calls, magazines or brochures among others.

By targeting a lot of people, outbound marketing reaches a large potential clientele. This is rather a one-sided strategy, where the consumer finds himself, despite himself, to a multitude of promotional messages or advertisements that he has not really asked. To be successful, this type of marketing is imperative and even necessarily be repetitive, that is to say, the same message has to be launched repeatedly for the impact on the targeted consumers.

This strategy clearly requires a fairly expensive investment, which can be problematic for startups that are just beginning to make their breakthrough. Therefore, young companies with limited resources would prefer to avoid outbound marketing strategies. Well-established companies can fully use it.

Inbound Marketing is less costly

Inbound marketing, in turn, can be translated as a marketing strategy adapted by attracting more customers to its product. It is based on a “one-to-one” formula, targeting consumers directly.

The strategist will present the consumer with a solution to a real problem. The content used is relevant and personalized. Examples of this type of marketing are blogs, social networks, infographics, or webinars. Even the Search Engine Optimization (SEO) is very effective tool. Games, whether on radio, television or Internet, are also effective methods for relaying a positive image of the company while engaging the community.

The major advantage of inbound marketing is relatively low cost. According to studies, this type of marketing generates three times more leads than traditional messages, thereby prompting the majority of startups to adopt it. Given that consumers have easy access to information, it is important that companies are distinguished by the quality and creativity of the content offered.

The question is then to see, depending on the startup’s structure, if this work is done internally, or with an external agency partner.

Create leads with these five video tactics

In an article published on August 30, covered a presentation made by Vidyard, a platform dedicated to marketing through video. The latter touched upon the five techniques that marketing professionals can use to identify potential customers through video content.

In 2019, it is expected that 80% of the content published on the web will be in video form – according to Edelman, a leading global communications marketing firm. It would therefore be wise for marketing companies to put this knowledge to good use. Especially as the industry experts who adopted this method of digging up prospects (leads) saw their costs reduced by 19 %  per lead …

However, it isn’t enough to only project a video and expect it to work miracles. It is important to charm one’s audience by applying those specific methods. Here they are:

1. The pre-roll

Once the prospect clicks on Play on your video, a window opens on the screen to ask his name, first name and email address. The video stops dead if the person does not insert his contact information in the form. However, this method is to be used only if the user is already convinced of the excellent quality of your video and that he isn’t wasting his time. Otherwise, he could just close your video and go elsewhere.

2. The trailer

This allows you to seduce your prospect with a clip aiming to be a foretaste of the full video. This method is useful when the value of a video is easier to understand when you extract a portion of it first. For example, before posting a lengthy webinar, it is prudent to have an introduction from the speaker in a separate shorter clip where he explains the scope of his web conferencing.

3. The post-roll

This insert is placed as soon as the main content of your video is played. It encourages the viewer to take further action without leaving your clip. For example, you can come up with an option for the user to sign up for a demo or register to an event in the last seconds of the video.

4. The parallel

This option is less mean as it lets the prospect play the video even if he doesn’t immediately complete the form that appears beside the clip. This is particularly useful when the first video is a lure to draw the prospect towards a second clip.

5. The re-direct

This technique involves diverting the viewer to another area of the home page or on a totally different page where a video awaits him, for example a promotional clip. In addition, this method will help him spend more time on your site and thus reduce the dreaded drop-off rate.