A Guide to Gating Content

This post was updated October 2018 for accuracy and relevance. If you’re struggling to generate leads or drive conversions, you may want to consider creating more gated content offers. Gated content is a powerful lead generation tool, but it can be hard to execute. Here, we’ll look at how to decide when to gate content, and provide a few examples of gated content for inspiration. First, let’s clarify the meaning of gated content. Free Actionable Bonus: Get the complete guide Creating Content for All 4 Stages of The Buyer Journey What is Gated Content? Gated content is any content that can only be accessed after users have provided you with information such as their name and email address. The content is usually more in-depth and useful than â€Å"standard† content, so users are more willing to give up their information. You can then use this lead information to build email lists and drive conversions. Around 80 percent of B2B content marketing assets are gated. These forms of content typically include white papers, videos, ebooks, product demos, and case studies. Does Gated Content Work? Marketers have long debated the merits of gating content. While it can be great for lead generation because it requires users to enter their information to gain access, it doesn’t help your SEO and many readers will simply not be interested in trading their information for it. As a result, your great content will have a much smaller reach if it’s gated. But if lead generation is an important part of your marketing engine, then gated content has clear value: According to a BIA/Kelsey Local Commerce Monitor report, 58% of SMBs rated online forms as a good source of sales leads. Similarly, Copyblogger found that gating valuable content increased their email signups by 400%. Even better, the leads that do come in through gated content tend to be higher quality. When Debra Ellis, founder of Wilson and Ellis Consulting, offered an ungated white paper, it was downloaded much more than when it was gated. However, those who filled in the form to receive the same content were generally high-quality leads which could then be followed up with. Related: 11 CTA Tips That Will Turn Your Blog Into a Lead Machine How to Decide If Content Should Be Gated So what kinds of content should be gated, and when should it be used? To help you decide, try to answer the following questions: Do you want to build brand awareness or generate leads? For building brand awareness, ungated content may be the best option. Is the content valuable enough to be gated? Make sure the content is worthy of being gated. If your competitors already offer similar content that is ungated, it could give them the competitive advantage. What information do you need to gather quality leads? Longer forms with multiple fields may provide you with more lead information, but asking for too much information will put off some users. The Awareness Stage Here, prospects have a certain problem and are looking for more information about your business and its solutions. Blog posts, infographics, and ebooks are all useful for this type of prospect. It might be smarter to ungate these forms of content to increase readership and strengthen your credibility. The Consideration Stage During this stage, prospects already see your business as a potential solution. Provide gated content that digs deeper into the solutions you offer. This could include white papers, guides, in-depth blog posts, videos, and case studies. The Decision Stage Prospects are closer to a buying decision and are more likely to want access to gated content if it promises concrete solutions. Gated content could include free consultations, FAQs, customer stories, product demos, and free product trials. The fourth stage of the marketing funnel is loyalty, and while content marketing is a great way to keep your loyal customer engaged, gating that content doesn’t not make a lot of sense because you don’t need to generate a lead for an existing customer. Related: Creating Content for All 4 Stages of The Buyer Journey Examples of Gated Content Here are some of the most popular forms of gated content to include in your content marketing mix: Ebooks, Guides, and White Papers These types of content are great for explaining complex topics and establishing your company as an authority in your industry. Users can download a PDF or gain access to your email newsletter which features exclusive content. Business intelligence platform provider BrightGauge provides prospects with various in-depth guides to boost leads and grow their email list. Templates and Product Demos BrightGauge also offers gated content such as templates and product demos alongside links to their blog content. Even though some of their forms require users to fill out more fields, genuine leads won’t see this as a barrier. Data-Driven Reports Presenting new data to your audience is a great way to build your credibility. HubSpot achieves this through its annual marketing report by sending out surveys and compiling the results. Case Studies How does your company solve real-world problems? Use examples to create a case study based on your experience. Highlight how your solutions can help others in the same boat. Videos and Email Courses Consider gating video demonstrations of your product or service, or offer a weekly series of emails to educate your audience on a particular topic. Content Upgrades Content upgrades give readers access to additional content. For example, when reading a blog post, users are asked for their email address to receive more in-depth information about the topic. They work because they’re not too invasive and are relevant to the content already being viewed. In a Backlinko blog post about Google ranking factors, users are given multiple opportunities to download a checklist that supports the post. Getting the Most Out Of Gated Content To ensure your gated content is successful, here are a few general tips: 1. Offer Value First Before asking for a reader’s information, make sure they get some value from you or at least get a good sense of the value you’ll provide with your gated content. Repurpose tiny sections of gated content into blog posts, infographics or social media quotes as a preview. 2. Create a Dedicated Landing Page Create a landing page that highlights the value of your gated content. 3. Keep Form Short Just ask for a name and email address. 4. Choose the Right Channels To get traffic and leads, you need to find out where your audience already is. What works for one company with a certain type of content won’t necessarily yield the same results for others. 5. Use Action-Oriented, Personalized CTAs Instead of a button that simply reads â€Å"submit,† try â€Å"Get my free report,† or â€Å"Send me the case study.† Finding the Right Balance Using ungated content in the early stages of the marketing funnel can increase content visibility, build trust with prospects, and boost your search engine rankings. However, if you want to generate quality leads, offering gated content to prospects further down the marketing funnel is a must. The best content strategy uses a mixture of both. It’s about finding the right balance so that your content helps you achieve multiple goals all at once.

7 Surprising Skills Needed to Be a Writer

7 Surprising Skills Needed to Be a Writer 7 Surprising Skills Needed to Be a Writer Writing, the simple demonstration of putting pen to paper, is challenging enough all alone. However, most writers have no issue investing in the creative effort. At the same time, the work that accompanies writing for a living might trap you in. Beyond creativity, here are 7 surprising skills needed to be a writer. Social Skills All writers are not introverted, but many absolutely are. It can be a tough obstacle to overcome. However, social skills are a necessity when you are attempting to convince others in your capacity to communicate with words. Do not be afraid to network, embrace the social media, and speak up. Dont be ashamed to ask for opportunities, either. You may be astonished at the power of social skills and earn considerably more. Time Management Skills As a writer, you need to figure out how to partition your time to cover every aspect of maintaining a writing business. You also need to resist giving in to the myriad of potential distractions around you, especially because you can’t exactly turn off Twitter and email if you use both for work. Resourcefulness Writing does not come with a standard blueprint. Few professional writers have a degree in writing, while some dont. There are numerous cases when writers are landed jobs because they have friends who are writers, others are hired because they launched a blog that got to become popular. The truth is, for everyone, the specifics are different. As a result of this, working with the opportunities, abilities, skills, and experiences that unique to your situation is imperative. In two words, be resourceful. Marketing Skills One great example of the power of resourcefulness is Author Ahyiana Angel who didnt have any professional experience in writing. But she did have marketing skills as a former publicist, and she optimized them, basically becoming her own publicist. This won her opportunities to become published by Simon and Schuster. A mastery of marketing is important to break into freelancing or earn some cash with your writing. Branding, search engine optimization (SEO), guest posting and pitching are a few marketing skills you should familiarize yourself with. Thick Skin and Fearlessness Get over wanting to be cool, creative, smart, important, wise, a huge success, a great writer, or any ego-dominated idea that is really just a tool for staying away from shame and humiliation.   Any writer will tell you â€Å"thick skin is an absolute necessity.† To get over any sensitivity, dont be afraid to be humiliated, terrible, be a beginner, share your work, be ready to embrace criticism, persistent, and to override and reset the primitive controls and autopilot for courage. Think and Feel Like Your Audience Be a psychologist, observer, and therapist, who can find out how and why people feel and think the way they do. Creating an original character implies that you need to take some necessary steps of coming up with his or her characteristic traits. You must get in their head and see why they do what they do. For becoming an incredible observer, you should be interested in human thinking patterns, and what is hindering people from being their best selves. See this as your job and obsession. Creativity in Making up Worlds that Don’t Exist You have seen Lord of the Rings, Alice in Wonderland, and Star Wars. Those are not only talents but practice. We can all pretend, but only if we can get away from that intelligent, logical and critical part of our brains that doesn’t want nonsense to thrive. But what is nonsense all about if not imagination. That is what makes it so wonderful. Practice seeing your writing on paper regularly to strengthen it, particularly if you are relishing your magical and illogical creative ability. These will help you launch a professional writer career when you have zero work experience, and make you standout.

Final paper Essay Example | Topics and Well Written Essays - 1500 words

Final paper - Essay Example The destruction of Qing dynasty in 1911 put seeds for the economic development of modern China. All the administrations followed by the Qing dynasty played their own part in making China in its present form. The economic progress of China during post Qing dynasty period can be classified into many stages. Leaders like Sun Yat Sen, Chiang Kai Shek, The nationalist era, Mao Zedong, Deng Xiao Peng etc played their roles effectively in restructuring and streamlining the Chinese economic growth back on track. Foreign policies and international relations of China are also debatable. Even the leaders of the same communist regime adopted different foreign policies. But the basic purpose of such policies were aimed at the economic progress of China rather than anything else. Sun assumed power immediately after the destruction of Qing dynasty, but forced to resign in 1912 because of his differences with the Nationalist party and the government. But he was successful in regaining the power in 1923 and worked hard for revival of the Chinese economy. He has received immense political, economical and moral supports from USSR. â€Å"Sun summarized his policies in the Three Principles of the People--nationalism, democracy, and socialism† (Chinese Cultural Studies). Sun was a great admirer of Soviet Union and the socialist policies implemented in Soviet Union. He made every conscious effort to plant a Soviet model of economic growth in China. At the same time he was aware of the value of democracy and nationalism in promoting economic growth in China. He never tried to rule China with iron fist unlike the communist regime at present. The Qing dynasty has destroyed the Chinese economy because of their dictatorship and visionless policies. Sun Yat Sen, the father of modern China can be considered as the first person who worked hard for the revival of Chinese economy after 1911. After the death of Sun Yat Sen in 1925, Chiang Kai Shek assumed power and continued

Organizational Influences on Ethics Essay Example | Topics and Well Written Essays - 750 words

Organizational Influences on Ethics - Essay Example The most outstanding and palpable form of counterculture (as a form of subculture) that I encountered is dressing. The subculture that was most difficult to deal with was collective ambivalence towards organizational mode and policies of operation. This is because, this form of leading subculture is mostly exhibited within the organization’s high echelons (managerial positions), yet these positions are to enjoy the value of self-management and independence. Because of this relative extension of the value of self-management and independence to organizational executives, it becomes impossible to forge a definitive and defined approach to decision making and organizational approaches. As a matter of fact, a resolute attempt to draw out a clear, monolithic and definitive organizational policy may set precedence to organizational dictatorship. Just as Owen (1990) posits, it is obvious that when dealing with these three groups or subcultures, leadership styles will inevitably vary. When dealing with the executive rank of the organization to eradicate collective ambivalence, democratic leadership style will greatly helps, since dialogue will be paramount. Likewise, to deal with the issue of inappropriate relaxative by the junior management, prescriptive and delegative type of leadership became needful. As for the problem of dressing among the junior-most staff, prescriptive type of leadership became useful, since, it is important that every organization chooses its dressing code and that these rules are adhered to. One of the examples of managerial malpractice is negligent supervision. Taking the nursing or healthcare providing institution, negligent supervision may occur when the manager or an officer in the management personnel fails in supervising the activities of both independent contractors and employees at the institution, and thereby causing the medical institution, a department or its facilities to fail in its objectives (Morrison,

Philosophy Final Essay Example | Topics and Well Written Essays - 1750 words

Philosophy Final - Essay Example This is applicable because analytic sentences of normal language show a substantial diversity of form and complexity that makes their use in interpretation unreasonable. Although logic is favorable in real time interpretation of concepts, other philosophical applications are also essential in making inferential arguments. Inductive and Deductive Reasoning This reasoning entails evaluation of suggestions resulting from some examples. In this manner, interpretations are made from general ideas to individual instances that suggest truths (Hausman, Kahane and Tidman 5). This concept involves reasoning from detailed observations and processes, which start from discovering patterns and consistencies, articulating some tentative suggestions that are discovered and then formulating a general inferences or theories. The synthesis of ideas from general opinions of specific makes this logic to be called â€Å"bottom up† logic (Burgess 8). For instance, if A is true and B is true, the C i s probable. These logics also employ restrictive probability meanings to signify procedures of the degree to which suggestion statements support theories. Inductive reasoning is probable to fail and produce misconceptions, such as a speedy conclusion mistake. Despite the mistakes made in inductive and considering the level of the limitations, most perception is inductive. For instance, inductive reasoning is applied in cell theory, which is among the basics of current biology uses the concepts of inductive reasoning. This is because all creatures observed are made up of cells. The argument is either true or false because biologists consider that all existing things are made up of cells (Minto 17). On the other hand, deductive reasoning operates to provide the truth of the inference offered that the statement’s evidences are accurate. This explains that, in a deductive argument, the evidences are planned to provide such close support for the deduction that, if the suggestions are true, then it would be inconceivable for the deduction to be untrue. Such an argument where the evidence accurately supports the conclusion is a â€Å"deductively† valid argument. For instance, if A is correct, and B is correct, then C must be true. This means that if a valid claim has true deductions, then the argument is comprehensive and valid. This is approach explains the use of the term "top-down" approach. It entails narrowing down on a topic of interest into comprehensive and specific theories that can be explained (Hausman, Kahane and Tidman 7). However, the variance between the inductive and deductive arguments originates from the connection the author of the claims takes to be between the evidences and the deduction. This implies that if the author of the claim believes that the accuracy of the evidences establishes the truth of the inference due to description, reasonable structure or scientific requirement, then the argument is logical (Burgess 10). On the ot her hand, if the author of the claim does not consider that the accuracy of the evidences establishes the truth of the assumption, but considers that their truth offers good cause to believe the inference true, then the claim is inductive. The two bases of argument help philosophers and authors to make convincing conclusions about their theories or claims. This makes arguments valid and reasonable by the connections derived from claims and conclusions (Burgess 10). Conversely, deductive reason

Relationship between Introversion and Depression

Relationship between Introversion and Depression The World Health Organization (WHO) reports that depression is the leading cause of disability worldwide. As a psychological disorder, depression affects more than 350 million people all over the world. Studies reveal that some people are more prone to depression, including those with introverted personalities. Characterizing an Introvert Introverted people are energized by the inner workings of their minds. They thrive on their own thoughts and ideas. Although they can be social and talkative in the company of close friends, introverts are generally quiet, especially in the presence of strangers or when they are in large groups. Introverts are observant and learn from what they see. It takes longer for them to make decisions because they are trying to process all the information within themselves. Unlike extroverts, who tend to be invigorated by other people, an introverts energy is generally drained by socializing; thus, their preference to spend time alone in order to recharge. This natural interest in solitude is one of the most common traits of introverted individuals. Often, it is seen as part of the behavior that makes them prone to depression. An introvert characteristically avoids social interaction and prefers to spend time alone or in the company of a few people. This, however, is not a negative trait indicative of antisocial behavior. Simply put, it is a personality trait typified by introspection. Many times, introversion is considered the same as shyness, but the two are not necessarily associated; a shy person may be either introverted or extroverted. The Health Risks of Introversion Being an introvert often leads to a better understanding of the world. Unfortunately, introversion is not without its negative points. Award-winning mental health journalist and author John McManamy wrote that introverted behavior may lead to isolation and depression. As an introvert diagnosed with bipolar disorder, McManamy knows the topic very well. The tendency of introverts to isolate themselves makes them more susceptible to emotional health issues. Introverts often feel that people perceive them as odd or weird, and inability to speak up about their physical health problems may lead to a poor state of health or failure to get access to the best standard of care. Research indicates that introverted people have weaker immune systems than their extroverted counterparts. The Relationship between Introversion and Depression It is normal for anyone to have either an extroverted or introverted personality. Extroverted individuals may have lots of friends and be more action-oriented, while introverts prefer solitude and contemplation. This is not a sign of a personality disorder. However, studies confirm that introverts are at higher risk for depression. A study in the Journal of Psychiatric Research found that the population of those with depression is 74 percent introverts. Another study suggested that introverts have lower psychological well-being and are more likely to engage in self-harming behavior. The same conclusions were published in an article in Current Psychiatry Reports, citing Dr. Janowskys scientific research on the persistence of depressive symptoms due to increased introversion. As a matter of fact, the American Psychiatric Association added introverted personality disorder   to their Diagnostic and Statistical Manual (DSM) more than 30 years ago. For decades, the World Health Organization has also been including introverted personality in its manual, the International Statistical Classification of Diseases and Related Health Problems (ICD-9 CM). Overcoming Depression as an Introvert The studies associating introversion with depression do not mean that other personality types cannot develop the condition. Depression is a condition that you should not be ashamed of. You cannot be blamed for being depressed, just as you would not blame people for having other medical issues. If you are an introvert, there is nothing wrong with you. Your penchant for isolation may, however, trigger a depressive condition. Its true that depression is manageable, but your introverted tendencies can make it difficult to reach out for help because you prefer to stay in your head. Keep in mind that you cannot just will yourself out of depression. It is not something that disappears on its own. Depression requires treatment. You dont need to suffer in silence. If you believe that your introverted behavior has become a gateway to depression, you can rise above the gloom. Recognize your need for professional care and seek out the right-fit therapist independently contracted with Carolina Counseling Services in Pinehurst, NC. Counseling can help you adjust better when your introverted personality is prone to depression. Call now to request an appointment.

HP Company SWOT Analysis Essay -- Business Management Essays

Hewlett-Packard SWOT Analysis Strengths   Ã‚  Ã‚  Ã‚  Ã‚  Hewlett-Packard is a global technology company and after its merger with Compaq it became world’s biggest computer hardware and peripherals company in the world, ranking 20 in the Fortune 500 list. Company is doing business in more then 170 countries including the ones that are developing and under-developed. Being a large company gives HP many advantages like dominating the market for printers, both laser and inkjet, and both for consumers and companies using the economies of scale. The company is also taking an active role in developing the capacity of new markets all around the world, engaging with other multinational corporations, non-governmental organizations and other world governing bodies to reignite the competitiveness at home and abroad through policies and strategies that can support free-market economies. This is one of the reasons that makes HP a leading technology company in the growing IT markets (HP Annual Report, 2003).   Ã‚  Ã‚  Ã‚  Ã‚  Hewlett-Packard generated nearly $6.1 billion in cash flow from its operations and increased its cash and equivalents by 3 billion in 2003 (Datamonitor, 2004). Debt levels in this year were also very low which was significantly lower then the previous year. This is a great advantage which enables the company to increase its investments.   Ã‚  Ã‚  Ã‚  Ã‚  HP always recognized the need to compete in global markets. Product diversity of the company is another big advantage that enables the company to hold its position even in the times of recession. As long as the products are good and have reasonable prices there will be a demand. Company has a product span from calculators to laser printers , from notebook computers to servers. The company has a long history of inventions and innovations until it came to this stage. Research and Development (R&D) is foucused on key growth areas like rich digital media, mobility, management softwares and security. HP knows that enterprises and consumers might have different needs, but the technology requirements to meet those needs are usually the same. HP labs continue to research future technologies such as nanotechnology to ensure that the company is investing in longt-term growth and competitiveness.   Ã‚  Ã‚  Ã‚  Ã‚  After the acquisition of Compaq the new company formed four new divisions including enterprise systems group, imaging and printing ... ...ure in the overall PC market. Dell is a strong competitor and has a focus on the standardized computer markets. The company eliminates inventories more efficiently then any of its competitors which is a main threat for HP.   Ã‚  Ã‚  Ã‚  Ã‚  HP recently had to deal with a number of lawsuits which have been filed for various reasons like unfair business practices and patent rights from other companies and academic institutions like Cornell University . The outcome of these events may create bad reputation which can affect the operations. Works Cited: 1. Datamonitor. (2004). Hewlett-Packard Company. Retrieved October 14, 2004 from   Ã‚  Ã‚  Ã‚  Ã‚  http://www.datamonitor.com 2. Hewlett –Packard Development Company, L.P. (2004). HP 2003 Annual Report , 4-11. 3. Hoover’s Online (2004) Hewlett-Packard Company. Retrieved October 16, 2004 from   Ã‚  Ã‚  Ã‚  Ã‚  http://0-premium.hoovers.com.oasis.lib.tamuk.edu/subscribe/co/fin/xhtml 4. Ribeiro, J. (2004, February 11) HP sets up India Call Center. IDG News Service. Retrieved October 16, 2004 from http://www.nwfusion.com/news/2004/0211hpsets.html 5. Rivlin, G. (2004, August 13). Hewlett profits come in lower then expected. New York Times, pg. C.1.