High-Impact Gated Content Strategies for 2024 and Beyond

High-Impact Gated Content Strategies for 2024 and Beyond

By Patrick Schober, Founder & Creative Director, Poetica Marketing 

A writer at heart and a strategist by trade, I’m passionate about creating compelling written and visual content for SEO performance and social media. I started Poetica Marketing in 2018, and I’ve since helped companies and professionals all over the world enhance their online presence while increasing sales!

Years ago, the digital marketing world sounded the death knell for gated content, and then they never looked back. 

 

Big mistake. Big, big mistake. 

Gated content still holds huge lead gen opportunities for brands that genuinely care about their target audience. 

And I’m going to prove it to you—and also give you some tips for making gated content your number one driver of lead generation. 

The Secrets to Gated Content In 2024 And Beyond

As content marketers, we’re in the information business. Sure, there’s an element of entertainment for some of us (especially in B2C brands), but our talents ultimately come down to crafting engaging content seasoned with the 5 Ps of marketing. 

 

Our target audience wants information. They’re just used to that information being a Google preview snippet away. 

Everything else has to be worth their while. 

 

And here’s how to make that happen.

1. Create Content Your Audience Really Cares About 

Gated content “failed” because marketers gated everything—even things that were meant to be shared on social media, like infographics.

 

As marketing professionals, we undervalued email addresses while consumers learned they could get better answers to their questions with a simple Google search. 

SEO made gated content obsolete—or so it seemed.

 

Gated content still works really well when you create exclusive, hard-to-find-anywhere-else content developed specifically for your target audience. 

 

Here’s a quick example: I run a super niche music blog for the metal underground, and I developed a 16-page band marketing guide that covers everything from social media to album releases to advertising. 

 

Bands love it. 

Over the last few years, that little guide has helped me collect hundreds of email addresses from bands all over the world—and has also led to some cool marketing projects. 

 

But the only reason this works is because:

  1. It’s niche. 
  2. It fulfills a dire need (the metal underground is incredibly underserved). 
  3. It’s high-impact content. 
  4. It follows other gated content best practices (like inputting new subscribers through an automated email flow). 

 

If you want your lead gen strategy to work, create something that’s worth more than an email address.

 

2. Share Insights That Can’t Be Quickly Answered With A Google Search or ChatGPT Query

Like I said earlier, gated content “died” in part because a quick Google search became more valuable than most gated content pieces. 

And with the rise of ChatGPT and other AIs, we have even more competition. (By the way, check out our article on the pros and cons of GenAI in marketing.)

 

So if you want a steady stream of leads, your gated content should contain valuable, hard-to-find information that immediately benefits the reader. 

This means you might need to conduct your own research to develop heavy-hitting content that matters. 

 

As we’ll discuss in a moment, that could mean a pretty heavy lift from your team. 

But if you put in the necessary hours, you’ll publish a high-value piece of content that’s beloved by your target audience and that may even pick up additional promotion from industry insiders. 

3. Put the Work In

Years ago, I cut my teeth at an agency that would gate the equivalent of a blog post and sell it as a “lead gen” strategy.

 

It worked about as well as you’d expect. 

As marketers, we weren’t dedicating enough time to create impactful content. 

 

And that’s the real difference between good gated content and bad gated content. 

Good gated content can take weeks or even months to develop. 

 

Bad gated content is often created in a single afternoon, between a client discovery call and a trip to the kitchen for a 3:00 PM pick-me-up. 

There is, however, one important exception. 

 

If you niche down far enough, you can create content that doesn’t already have a ton of competition—and that can give your lead gen efforts a nice jump start in a short period of time. 

4. Focus On Your Copy At Every Stage

We’re getting back to our marketing basics here: Be compelling at every stage. 

After all, there are multiple stages to gated content, and a breakdown at any single stage can flatline your efforts. 

 

Place a heavy emphasis on:

  • Your promo copy
  • Your landing page
  • The copy and CTAs within your gated content
  • Your email drip campaign
  • Any other related marketing materials

 

A/B test as much as possible, and continue testing against your winners on a regular basis. Gated content is a tough business, and it’s only going to get harder in the coming years. 

Focus on winning copywriting for better results. 

5. Monitor the Right Metrics and Continually Improve

Look, I’m a big fan of gated content. But I’m not stupid. I know it’s tougher than ever. 

 

So keep an eye on the numbers. 

Data from WordStream shows:

  • The average landing page conversion rate is 2.35%. 
  • The top 25% of landing pages have a conversion rate of at least 5.31%. 
  • The top 10% of landing pages have a conversion rate of at least 11.45%.

 

With that in mind, focus on two things:

  1. Your landing page conversion rate. Aim for 3% or higher (though I’d love to see you obsess over reaching 10%). 
  2. Your landing page traffic. With a 3% conversion rate, you’ll need 33 page visitors for one lead. Are you generating enough traffic for that conversion rate to be meaningful? 

 

Of course, that’s just phase one. You still have a lot of work to do after pushing those contacts into your sales pipeline. 

But this is a good starting point. 

Be Bold For Gated Content Success

It’s 2024, and people everywhere are hesitant to give up their contact information. 

Unless you can really churn out great content they’re dying to have. 

Be bold. 

 

Dig deep into your audience’s wants and needs to create truly compelling content. 

The results aren’t just a fuller sales pipeline. 

 

It’s a streamlined sales process with better conversions on the other side. 

How to Get Email Authentication Right — Tips from Pipitone

How to Get Email Authentication Right — Tips from Pipitone

By Greg Forysythe, Senior Digital Strategist, Pipitone

Greg has been a leader in the marketing field for over 20 years working with numerous Fortune 100 clients. He has authored key research articles on marketing performance, has been featured in industry magazines and books about strategy and insights, and can be seen on numerous podcasts about influencer marketing & automation. Greg develops robust marketing strategies, deep data analysis, and campaign insights for Pipitone’s clients.

 

Let’s face it, email marketing is a beast in the business world—it’s everything from connecting with your audience to boosting engagement and firing up those oh-so-sweet conversions.

 

But it’s not just about crafting those killer messages and hitting ‘send.’ There’s a whole bunch of behind-the-scenes tech-fu ensuring your emails land right where they’re supposed to and not in the dreaded spam folder.

 

One of our superheroes is email authentication, swooping in to verify your domain and kick spoofing to the curb. In 2024, the big dogs in email (we’re looking at you, Google and Yahoo) have decided to lock things down. They’re making email validation mandatory for all the bulk senders out there. But don’t break a sweat, we got you! Pipitone can help you ride this wave and ace your email verification game.

 

The Lowdown on Email Validation: Make Your Inbox Game Strong

Imagine email authentication as a security checkpoint, ensuring that only legitimate emails are allowed entry. It’s like having a combination lock on a safe, with three essential components: SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance). Understanding these components is key to building a rock-solid sending reputation and ensuring your emails reach inboxes securely.

 

The 2024 Email Authentication Showdown: No Confirmation, No Party

Starting Feb. 1, 2024, Google and Yahoo are getting serious. No email confirmation, no bulk sending. Any unconfirmed emails will face the cold shoulder—blocked or banished to the spam folders—all in the name of knocking out spam, phishing and domain hijacking. So, if you’re in the email marketing game, it’s time to gear up and embrace these changes to keep your emails hitting the target.

 

Mastering Email Verification: HubSpot’s Got Your Six

The good news? HubSpot has the tools to help you enhance your email authentication like a pro. Here’s your battle plan:

 

  1. Make Your Domain Official: Hook up your email sending domain with HubSpot. Jazz up your DNS records with SPF, DKIM, and DMARC configurations. HubSpot will guide you through the action, double-checking that your DNS records are on point.
  2. Set Up Your DKIM, SPF, and DMARC Records: Follow HubSpot’s playbook to set up your DNS records right. These records are your key to authenticating your emails and guarding your domain against the bad guys.
  3. Keep an Eye on Your DNS Records: Once your DNS records are all set, keep them under your radar. Regular checks in HubSpot will ensure they’re verified and working hard for you. Any issues? Solve them pronto to keep your email reputation shining.
  4. Make Unsubscribing a Breeze: No one likes a clingy marketer. Make it easy for recipients to say ‘no thanks’ to your emails through one-click unsubscribe, instead of forcing subscribers to go to a website and check multiple options. HubSpot’s got the tools to slip unsubscribe links into your emails, keeping you on the right side of the new rules.
  5. Keep Spam Complaints to a Minimum: Shoot for spam complaint rates below 0.1% to keep your email delivery game strong. Regularly checking your rates will keep you in the know, ready to tackle any snags.

Let Pipitone Secure Your Email Marketing Future!

You don’t have to navigate these changes alone. As a HubSpot Platinum Partner, Pipitone can help you take control and protect your email marketing efforts in the face of these new requirements. Our expert team is well-versed in managing email authentication and can help you set up and verify your DNS records in platforms like HubSpot, Mailchimp, Constant Contact, and Brevo, ensuring optimal deliverability.

 

Ready to make sure your emails continue to hit the mark? Contact us today and let’s safeguard your email marketing together!

Dive deeper into email authentication with these resources:

Five Reasons Why an Agency Partner is Your Secret Weapon for HubSpot Implementation

Five Reasons Why an Agency Partner is Your Secret Weapon for HubSpot Implementation

By Leah Moore Director of Digital, Pipitone

As Pipitone’s Director of Digital, Leah knows you can’t find the forest without looking for the trees. Her day-to-day goal is helping clients leave a digital footprint, and she is a master at developing strategic and measurable digital marketing plans and executing them using a wide array of tools and best practices. Leah is passionate about tracking how marketing performs and thinking about how iterative improvements can turn any client’s everyday marketing efforts into amazing lead generation and nurturing tools.

Choosing an Agency Partner for HubSpot Implementation

 

Are you ready to power up your business operations in today’s digitally advanced landscape? If so, the answer is HubSpot – a CRM platform that offers everything scaling companies need to deliver a best-in-class customer experience into one place.

 

HubSpot is not just beneficial to your marketing mix—it’s essential. But how do you effectively utilize the full potential of such a powerful platform? The secret is a HubSpot agency partner. From cost-cutting to streamlined onboarding, increased efficiency, and unlocking those advanced features, teaming up with a HubSpot agency partner is a true game-changer.

 

Let’s delve into the top five compelling reasons why you should consider a partnership with a HubSpot implementation agency:

 

Cost-Effectiveness

Imagine the peace of mind that comes with having a highly skilled team of HubSpot experts readily available, all without the hassle of recruitment, training, and salary expenses. It’s like having your own dream team of professionals working for you full-time, but without the burden of overhead costs.

 

Streamlined Onboarding

Remember that frustrating experience of trying to assemble IKEA furniture without the instructions? Transitioning to a new platform can feel just as daunting. But fear not! When you partner with a HubSpot agency, you gain access to their extensive expertise, which serves as a detailed manual for a smooth and efficient onboarding experience. They’ll guide you every step of the way, ensuring you make the most out of HubSpot’s powerful capabilities.

 

Certified Experience

Trust is everything, especially when it comes to your business. Would you rely on a self-proclaimed doctor without a medical degree? Probably not. Similarly, HubSpot agencies employ certified professionals who have dedicated their careers to mastering the intricacies of the platform. They’ve successfully navigated its complexities for numerous clients, making them well-equipped to help you avoid any potential pitfalls along the way.

 

Increased Efficiency

In today’s fast-paced world, every second counts. A HubSpot agency can be your secret weapon in the race to success. By partnering with experts who specialize in HubSpot, you can streamline your sales and marketing processes, freeing your team from time-consuming routine tasks. This allows them to focus on higher-level strategic initiatives that drive growth and deliver exceptional results.

 

Access to Advanced Features

HubSpot is a treasure trove of advanced features and tools that can supercharge your business. However, without the right knowledge, it can be challenging to uncover and utilize these hidden gems effectively. That’s where a HubSpot agency comes in. They have deep knowledge and experience with the platform, guiding you to discover and leverage these advanced features to their full potential. With their expertise, you’ll be equipped to take your marketing and sales efforts to new heights.

 

So, are you ready to unlock the full potential of HubSpot and transform your business operations? Partnering with a HubSpot Platinum Partner agency like Pipitone is like getting the keys to a high-performance sports car – it’s time to put pedal to the metal and accelerate toward growth.

 

Super Analytics Challenge at Katz

Super Analytics Challenge at Katz

#KatzImpact: Super Analytics Challenge

Graduate Students Team Up to Combat Homelessness in the Pittsburgh Community
 

4/15/2021

A new opportunity for Pitt students to be catalysts for change is underway in the Joseph M. Katz Graduate School of Business.

Recognizing the importance of leveraging business skills to positively impact critical social issues, the University of Pittsburgh Joseph M. Katz Graduate School of Business developed and launched its first-ever Super Analytics Challenge, a new community-based initiative. The 2021 challenge addresses the complex issue of homelessness in the Pittsburgh community and formally ran from March 5-26, 2021.

“Our team at Pitt Business worked alongside the University and Allegheny County Department of Human Services (DHS) to examine scenarios that either led people and families into becoming homeless or factors which may prevent homelessness,” says Christopher Barlow, Director of Corporate Engagement and Career Services. “Due to the Covid-19 pandemic, homelessness was selected as our focus because of its increasing prevalence as a global issue.”

The many contributing factors of homelessness, such as physical and mental health, the affordable housing supply, economic conditions, and the intersection of the judicial system, as well as the wide availability of published data and research, present an urgent opportunity for Pitt graduate students to provide meaningful insights and proposals for targeted mitigation efforts.

The Super Analytics Challenge served as a one-week hackathon-style competition where graduate students from across the University teamed up to frame a problem, create a data methodology, and generate an operable solution. Twenty-five students were appointed to five teams.

“The goal was for all student teams to generate innovative solutions that Allegheny County DHS may implement,” says Andrew Hannah, Adjunct Professor and Executive in Residence for Pitt Business. “Solutions were judged not only on the depth of their analytical thinking but also the pragmatism of the solution proposed.”

Pitt Business organized an advisory committee consisting of representatives from corporate partners at UPMC, Highmark, Accenture, SAP, the National Association of Counties, and the Pittsburgh Technology Council. Executives from these organizations not only helped shape the challenge, but served as executive coaches, analytical methods experts, and subject matter specialists who worked alongside the graduate students to share experience and knowledge and provide guidance on the proposed solutions.

“The Super Analytics Challenge is an example of Pitt Business reinventing business education,” says Sara Moeller, Associate Dean of Graduate Programs. “Our strategic goals include doing more to partner with our community as a catalyst for change, and to combine classroom concepts with integrated learning opportunities.”

The Super Analytics Challenge is designed to provide impact for all participants, so graduate students may leverage their business skills to work with local experts to combat homelessness. In addition, they will have the opportunity to hone their understanding of real-world concepts by working with experts on a critical issue.

The winning team from the Challenge was awarded a Katz Bridge Program fellowship to continue to implement their solution as a team. This is enabling students to drive even more impact related to this year’s Challenge topic of homelessness.

“At the end of this challenge, we hope that these collective efforts not only enrich our students’ learning experience but leave a positive impact on the wider Pittsburgh community,” says Moeller.
To learn more about how you can get involved in a program like the Super Analytics Challenge here at Pitt Business, please contact our career management team at careermanagement@katz.pitt.edu.

“We’re using our skills learned at Katz to dig deep into the data and draw some useful and applicable solutions. It’s helped me realize what we can do to better support homeless people in need.”

– Cara Chun Zhang, student in the Management Information Systems program

Hear more about the inaugural challenge…

…from Sara Moeller, associate dean for graduate programs and executive education in the Katz school, in this conversation with the Pittsburgh Technology Council’s Jonathan Kersting.

Listen further to learn more on the results.

“The Super Analytics Challenge is an example of Pitt Business reinventing business education. Our strategic goals include doing more to partner with our community as a catalyst for change, and to combine classroom concepts with integrated learning opportunities.

Events like the Super Analytics Challenge showcase our students’ ability to use their leadership knowledge for good. We hope that these collective efforts not only enrich our students’ learning experience, but leave a positive impact on the wider Pittsburgh community.”

Sara Moeller

Associate Dean for Graduate Programs and Executive Education, Joseph M. Katz Graduate School of Business

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