Gated Content
Resources hidden behind a form that requires a user's contact information to unlock. A trade of value for an email address.
Gated content refers to high-value marketing assets that require visitors to fill out a lead capture form (providing their name, work email, company size, etc.) before gaining access.
When to Gate vs. Un-Gate
- Gate: Proprietary industry research, benchmark data, downloadable spreadsheet calculators, or interactive toolkits with high perceived value.
- Un-gate: Standard blog articles, introductory guides, product documentation, and customer success stories.
Modern B2B marketing increasingly favors ungated distribution to maximize organic reach and brand affinity, reserving gates only for high-intent, premium assets.