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If you’re a business owner looking to generate leads online, chances are you’ve heard of paid content. Maybe you’ve tried it—downloadable whitepapers, webinar signups or two. But here’s the thing: paid content can either perform brilliantly or it can fail. It all depends on how you do it.

This guide will walk you step-by-step through the essentials, pros and cons, how to make it work for your business, mistakes to avoid, and some real-life examples of success. No fluff. Straight talk on how to leverage paid content the right way.

What is Gated Content?
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Gated content is any type of content—such as a guide, checklist, case study, or video—that can only be viewed by someone else after they give something in return. Typically, that content is their name, email address, or phone number.

It's like a virtual handshake. They need something of value, and you need a means to follow up or nurture the relationship.


The gate can be as simple as a pop-up form or a landing page that europe cell phone number list asks for an email. Once they fill it out, they will receive the content.

Why Do Businesses Use Gated Content?

The short answer: lead generation.But there’s more to it than that. Here are the reasons why businesses—especially B2B businesses—rely on paid content:

If someone is going to give you their contact information for your content, chances are they are at least somewhat interested in what you have to say. This makes them a more qualified prospect than a random blog reader. That’s why 80% of B2B content marketing assets are gated, especially during the awareness and consideration phases.