{"id":16774,"date":"2017-11-14T11:30:42","date_gmt":"2017-11-14T11:30:42","guid":{"rendered":"https:\/\/www.heartinternet.uk\/blog\/?p=16774"},"modified":"2017-11-14T11:30:42","modified_gmt":"2017-11-14T11:30:42","slug":"use-gated-content-turn-traffic-leads","status":"publish","type":"post","link":"https:\/\/www.heartinternet.uk\/blog\/use-gated-content-turn-traffic-leads\/","title":{"rendered":"How to use gated content to turn traffic into leads"},"content":{"rendered":"<p>You probably already know that providing your audience with amazing content can help you to rank higher in organic search results and get more traffic to your site.\u00a0 But how can you increase your chances of turning all that valuable traffic into leads?<\/p>\n<p>This is where gated content comes in.<\/p>\n<p>If you\u2019re not familiar with it, read this short guide where we:<\/p>\n<ul>\n<li>Define gated content: what it is and why you should use it<\/li>\n<li>Walk you through the benefits and drawbacks you should be aware of so you can decide if it\u2019s the right strategy for you<\/li>\n<li>Explain how to do it right, from both a marketing and a SEO perspective<\/li>\n<li>Give a step-by-step guide to noindexing a PDF as well as how to add a canonical tag to a PDF to avoid duplicate content issues<\/li>\n<\/ul>\n<p>Let\u2019s get started.<\/p>\n<h3>What is gated content?<\/h3>\n<p>It\u2019s simply a premium content piece, such as an ebook, a webinar, a report, a guide or a training video, that is locked and can only be accessed by filling out a form.<\/p>\n<p>In other words, you may have a form on a landing page where a user must input their information (email address, phone number, etc) to get your piece of content. Once the form is filled out, the user is either redirected to another page with the content, or is sent the resource via email.<\/p>\n<p>Here are a few examples of how companies are using a \u201cgate\u201d or lead capture form in front of their resources:<\/p>\n<p align=\"center\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-16808\" src=\"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/gatedcontent-1.jpg\" alt=\"An example of gated content from Copyhackers\" width=\"650\" height=\"365\" \/><\/p>\n<p><a href=\"https:\/\/copyhackers.com\/conversion-copywriting-101\">Source<\/a><\/p>\n<p align=\"center\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-16810\" src=\"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/gatedcontent-2.jpg\" alt=\"An example of gated content from Copyhackers\" width=\"650\" height=\"395\" \/><\/p>\n<p><a href=\"https:\/\/copyhackers.com\/conversion-copywriting-101\">Source<\/a><\/p>\n<p align=\"center\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-16812\" src=\"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/gatedcontent-3.jpg\" alt=\"An example of gated content from 37signals\" width=\"650\" height=\"354\" \/><\/p>\n<p><a href=\"http:\/\/gettingreal.37signals.com\/\">Source<\/a><\/p>\n<p>As you can notice, the resources provided are high-value, in-depth content. But along with providing useful information, gated content also enables businesses to gather qualified leads by asking for more information about their prospects &#8211; whether that\u2019s an email address, their job or the company they work for.<\/p>\n<h4>So, why should you use it?<\/h4>\n<p>Because it\u2019s one of the most effective ways to capture valuable information about your potential clients at the same time as you\u2019re getting leads.<\/p>\n<p>You can then use this information to get in touch with them, and nurture them into a sale with further marketing strategies, like email marketing or remarketing.<\/p>\n<p>Don\u2019t know what type of content to gate? According to the <a href=\"http:\/\/www.demandgenreport.com\/resources\/reports\/2016-lead-nurturing-benchmark-study\">2016 Demand Gen Report<\/a>:<\/p>\n<ul>\n<li>E-books (71% of marketers), white papers (83%) and on-demand webinars (63%) are the top three types of gated content.<\/li>\n<li>The most effective tactics for lead nurturing are white papers (44% of marketers), email newsletters (37%), and webinars (36%).<\/li>\n<\/ul>\n<h3>Benefits and drawbacks<\/h3>\n<p>Let\u2019s take a look at the top benefits and drawbacks for using gated content.<\/p>\n<h4>Benefits:<\/h4>\n<ul>\n<li>More information about the people who access your content. \u00a0At the very least, you\u2019ll get their name and email address, but you can always ask for extra information, but only if you need it.<\/li>\n<li>Get better quality leads. When users give you their information in exchange for your resource, they\u2019re expressing interest in your product or service. This makes it much easier to nurture the lead until the sale is made, and beyond.<\/li>\n<\/ul>\n<h4>Drawbacks:<\/h4>\n<ul>\n<li>Smaller audience potential. Requiring people to fill out a form in order to access your content means that you\u2019ll drastically slash your download or sign up rates. So when using gated content, keep in mind that it\u2019s difficult to convince lots of people to fill out your form.<\/li>\n<li>Harder to earn links. If you want people to link to or share your content to their own networks, gated content can put a damper on that. That\u2019s because no one wants to link to a landing page that says \u201cHey, look at how neat this form is!\u201d.<\/li>\n<\/ul>\n<h3>How to do it right<\/h3>\n<p>When done right, gated content can be a powerful tool to get more leads.<\/p>\n<p>So next we\u2019ll look at a few marketing and SEO techniques that you can employ to drive more value from gated content.<\/p>\n<h4>1. From a marketing perspective<\/h4>\n<h5>Use semi-gated content rather than fully gating.<\/h5>\n<p>Try offering some \u201cteaser\u201d content on your landing page. This can help you achieve three things:<\/p>\n<ul>\n<li>It\u2019s a chance to show the value and entice more people to download your research<\/li>\n<li>It\u2019ll give your landing page more content depth, and that can also help it rank in search engine results so people can find when searching for your topic<\/li>\n<li>It can also increase the chances of people sharing your landing page on social media or linking to it from their sites and blogs.<\/li>\n<\/ul>\n<h5>Take the open access model but use add-ons or expansions.<\/h5>\n<p>If you\u2019ve written a high-value piece of content, try this: make it openly available in its entirety but then offer additional incentives to entice people to sign up to receive or give you some information in return. For example, you can ask them to fill out a form if they want to receive that content in a different format, such as PDF or maybe even as a cheat sheet or video.<\/p>\n<p>Using this approach, you\u2019re not only adding value to your landing page and positioning yourself a thought leader, but search engines will also reward you for offering great content to meet the needs of the searchers.<\/p>\n<h5>Use\u00a0paid advertising to reach more people.<\/h5>\n<p>If you believe that your piece of content is seriously valuable to your audience and your business, don\u2019t hesitate to use paid advertising to boost your reach.<\/p>\n<p>You can run paid ad campaigns on social networks like Facebook, Twitter and LinkedIn, or you can go with traditional paid search channels such as AdWords.<\/p>\n<h4>2. From an SEO perspective<\/h4>\n<p>You should optimise the landing page where your form is located just as you would any other page on your site. This means:<\/p>\n<ul>\n<li>Ensuring the page\u2019s meta title is clear and relevant to the content<\/li>\n<li>Writing a meta description that entices people to click through to your page<\/li>\n<li>Have enough content on your landing page to not only prove the gated content is high-value, but also to prove it\u2019s relevant for users searching for that topic.<\/li>\n<\/ul>\n<p>Now, as you obviously don\u2019t want your gated content to get indexed by search engines (beats the point of gating it) you will need to add a meta robots noindex on that landing page.<\/p>\n<p>If you\u2019re offering a PDF as the gated content, read on as we explain how to go about it.<\/p>\n<h3>How to noindex a PDF<\/h3>\n<p>Even though a PDF is gated, crawlers can index it if someone posts a dofollow link to it. To avoid seeing it in SERPs, a <code>noindex x-robots<\/code> tag should be added in the HTTP header as PDFs don\u2019t have an HTML &lt;head&gt; section like regular pages do.<\/p>\n<p>So, for example, if your PDF is at https:\/\/www.example.com\/white-paper.pdf, the HTTP header should include the following rule:<\/p>\n<p><code>add_header X-Robots-Tag \"noindex, follow\";<\/code><\/p>\n<h4>In .htaccess<\/h4>\n<p><code>&lt;FilesMatch \"white-paper.pdf\"&gt;<br \/>\nHeader set X-Robots-Tag \"noindex, follow\"<\/code><\/p>\n<h4>On Nginx:<\/h4>\n<p><code>location = robots.txt {<br \/>\nadd_header X-Robots-Tag \u201cnoindex\u201d;<br \/>\n}<\/code><\/p>\n<p>We recommend adding <code>noindex, follow<\/code> so that crawlers can follow and discover the links included in the PDF file, but not show the PDF in SERPs.<\/p>\n<h3>How to add a canonical tag to a PDF<\/h3>\n<p>You might want to canonicalise the content of a PDF with a page on your site to avoid duplication or to consolidate backlink signals.<\/p>\n<p>As with the meta robots tag, you can add a canonical URL to a PDFs HTTP header.<\/p>\n<p>So, if you have this page &#8211; https:\/\/www.example.com\/download-white-paper\/ &#8211; where you have the content of your white paper and a form for users to fill out to gain access to content as a PDF, you will add this page\u2019s canonical as itself in the &lt;head&gt;\u00a0section of the page:<\/p>\n<p><code>&lt;link rel=\"canonical\" href=\"https:\/\/www.example.com\/download-white-paper\/ \" \/&gt;<\/code><\/p>\n<p>But you also have the PDF &#8211; https:\/\/www.example.com\/white-paper.pdf &#8211; which might be considered duplicate content (as both the PDF and the page cover the same subject).<\/p>\n<p>You\u2019ll want the PDF to point all the signals back to the page. You can do that by using this code in the HTTP headers of the PDF.<\/p>\n<h4>Google\u2019s recommended syntax:<\/h4>\n<p>In PHP using the header() function:<\/p>\n<p><code>header('Link: &lt;https:\/\/www.example.com\/download-white-paper\/&gt;; rel=\"canonical\" ' );<\/code><\/p>\n<p>Using .htaccess:<\/p>\n<p><code>&lt;Files \"white-paper.pdf\"&gt;<br \/>\nHeader add Link \"&lt; https:\/\/www.example.com\/download-white-paper\/&gt;; rel=\"\\canonical\\\"\"<\/code><\/p>\n<p>Nginx:<\/p>\n<p><code>add_header Link \"&lt; https:\/\/www.example.com\/download-white-paper\/&gt;; rel=\\\"canonical\\\"\";<\/code><\/p>\n<p>You can use the same tactic if you have the same article as a PDF and HTML page for instance, to avoid any duplicate content issues on your website or simply to add canonical tags to a PDF in general.<\/p>\n<p>After you\u2019ve implemented this, make sure to check your HTTP headers to ensure the correct canonical is showing.<\/p>\n<p>To do this you can use a tool such as <a href=\"https:\/\/developer.chrome.com\/devtools\">Chrome\u2019s DevTools<\/a>.<\/p>\n<p>Load your PDF with the DevTools active under the Network tab.<\/p>\n<p>Select the HTML document from the resource list (usually first to download) and check out the panel that appears on the right. Make sure to look under the \u201cHeaders\u201d tab.<\/p>\n<p>You will see something like this:<\/p>\n<p align=\"center\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-16792\" src=\"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/gatedcontent4.png\" alt=\"The canonical link tag\" width=\"477\" height=\"111\" \/><\/p>\n<p style=\"text-align: left;\" align=\"center\"><strong>Adding markup<\/strong><\/p>\n<p style=\"text-align: left;\" align=\"center\">It&#8217;s also a good idea to add markup to your subscription content to help Google work out what is going on with the page, and so it doesn&#8217;t mistake your subscription content for cloaked content. If Google thinks you&#8217;re cloaking content, then your website may be dropped from its index.<\/p>\n<p style=\"text-align: left;\" align=\"center\">Google introduced this markup when <a href=\"https:\/\/www.seroundtable.com\/google-flexible-sampling-metering-lead-in-24550.html\">it switched from the first click free model, to what it is calling flexible sampling<\/a>.<\/p>\n<p style=\"text-align: left;\" align=\"center\">This guide from Google tells you <a href=\"https:\/\/developers.google.com\/search\/docs\/data-types\/paywalled-content\">how to add the correct markup to your subscription content<\/a>. (Don&#8217;t forget to use markup for the AMP and non-AMP versions of the pages.)<\/p>\n<h3>In conclusion<\/h3>\n<p>We hope this post has helped to explain the purpose of gated content along with how it\u2019s best to use it.<\/p>\n<p>Whether you decide to use this tactic to get more leads, it\u2019s up to you. But if you do use it, keep in mind that the only way to receive users\u2019 information and turn them into qualified leads with gated content is by delivering seriously valuable content that helps them solve a problem.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Gated content is an excellent way to generate leads. This guide explains the best way to impliment gated content, and how to make sure you use it in the most efficient way.<\/p>\n","protected":false},"author":2,"featured_media":16814,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[28],"tags":[],"class_list":{"0":"post-16774","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-your-business"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to use gated content to turn traffic into leads - Heart Internet<\/title>\n<meta name=\"description\" content=\"How to use gated content to turn traffic into leads - Written by the team at Heart Internet.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.heartinternet.uk\/blog\/use-gated-content-turn-traffic-leads\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to use gated content to turn traffic into leads - Heart Internet\" \/>\n<meta property=\"og:description\" content=\"How to use gated content to turn traffic into leads - Written by the team at Heart Internet.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.heartinternet.uk\/blog\/use-gated-content-turn-traffic-leads\/\" \/>\n<meta property=\"og:site_name\" content=\"Heart Internet\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/heartinternet\/\" \/>\n<meta property=\"article:published_time\" content=\"2017-11-14T11:30:42+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/2017\/07\/gatedcontent-background.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1265\" \/>\n\t<meta property=\"og:image:height\" content=\"500\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Eliot Chambers-Ostler\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@heartinternet\" \/>\n<meta name=\"twitter:site\" content=\"@heartinternet\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Eliot Chambers-Ostler\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"9 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.heartinternet.uk\/blog\/use-gated-content-turn-traffic-leads\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.heartinternet.uk\/blog\/use-gated-content-turn-traffic-leads\/\"},\"author\":{\"name\":\"Eliot Chambers-Ostler\",\"@id\":\"https:\/\/heartblog.victory.digital\/#\/schema\/person\/58ed7f27cc0f3ab6e69135742a5eee28\"},\"headline\":\"How to use gated content to turn traffic into leads\",\"datePublished\":\"2017-11-14T11:30:42+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.heartinternet.uk\/blog\/use-gated-content-turn-traffic-leads\/\"},\"wordCount\":1653,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/heartblog.victory.digital\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.heartinternet.uk\/blog\/use-gated-content-turn-traffic-leads\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/2017\/07\/gatedcontent-background.jpg\",\"articleSection\":[\"Your Business\"],\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.heartinternet.uk\/blog\/use-gated-content-turn-traffic-leads\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.heartinternet.uk\/blog\/use-gated-content-turn-traffic-leads\/\",\"url\":\"https:\/\/www.heartinternet.uk\/blog\/use-gated-content-turn-traffic-leads\/\",\"name\":\"How to use gated content to turn traffic into leads - 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