I have a client whose content is gated. All of it.
At a time when ungated content is all the rage, my client is an anomaly.
But he’s good with that.
He’s focused on a niche market and creates content for a small group of prospects.
In his opinion, there is no competition from other sources since his content is so specific.
As a result, prospects will provide an email address because there aren’t other ungated options.
And he’s probably right.
It shows that a blanket dismissal of gated content doesn’t apply across the board.
There are opportunities to put a small obstacle in front of high-value content.
An email is a small price to pay for content that people want as long as it’s not low-value or available from multiple sources.
If you’re publishing an eBook, guide or report, think about its value to readers and whether it’s differentiated.
Then, you can develop a landing page and charge an admission fee.
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