When Should You Gate Your Content? 3 Questions to Help You Decide

Gating content like white papers and e-books behind forms and pop-ups is now so popular and widespread that it’s difficult to find a modern website that doesn’t do it. Though perhaps obnoxious, it’s perfectly understandable given that lead generation has become the top content marketing priority for most businesses.

At the same time, there is an ongoing debate among marketers as to whether “secured behind a form” is really the best place for a brand’s most valuable content to be. Many believe that the advantages of leaving content openly accessible outweigh the advantages of gating it.

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