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The digital marketing glossary > C > What is Content gating definition?

What is Content gating definition ?

Content gating is the practice of requiring some kind of sign up information on a webform for giving access to specific web content. It is a common lead gen tactic.

Most common forms of content used for content gating strategies are viewable or downloadable contents like ebooks, whitepapers and webinars.

Content gating is mostly a B2B content marketing strategy but may be also used for B2C, notably through like gating.

Content gating is not a given, it is a trade-off between maximizing downloads and having addressable and useful consumer informations. Depending on contexts, ungated content gets 10 to 40 times more downloads than gated content.

When a content gating strategy is chosen, it is then a question of what informations should be asked and how many fields should be required. Of course, the more the information is sensitive and the more there are fields, the less there are downloads.

A classical example of content gating in B2B context :

 
Published on Tuesday 16 December 2014 (Authors)