5-point Strategy for Gated Content That Generates Demand


Let’s backtrack. Digital marketing was born about 3 decades ago, when computers had become smart enough to store customer data. Fast-forward into the present day and take a look into your inbox. 

We all share the same inbox story….apathetic…unapologetic….and frankly, there is nothing out-of-the-box out there that we could stop and check out. Our inboxes are running out of space and we are (well!) running out of time to clear the clutter. 

Marketing as you see has evolved from the traditional door-to-door, direct and indirect guerrilla warfare to the more contemporary and sophisticated digital media combat. For any enterprise, high-quality leads which are marketing or sales qualified, are generated through digital marketing. And what exactly do you market digitally? CONTENT!

Content is the pivot, the single most entity that is spinning the dynamic marketing wheel to create demand. A study by Content Marketing Institute found that the number one content marketing challenge faced by B2B marketers is producing engaging content (60%), followed by producing content consistently (57%), and measuring the effectiveness of content (57%).

In simpler terms, content is the means through which enterprises are generating leads. Several B2B companies employ a mix of content to promote across different channels. These include email, blogs, articles, whitepapers, reports, guides, e-books, videos, GIFs, webinars, podcasts, etc.

Writing content that creates demand is no rocket science provided you get the right things in place to get started and going.

Here is DECK 7’s 5-point scale which at best, is a checklist for creating great content that will help you create, monitor, measure, and control your content to generate demand. But before we get on to the 5-point scale, it is assumed that you have identified your buyer persona clearly and have a robust content marketing arm in place to achieve the desired results from your content.

1 - Does It Address the Pain Points?

Talk about their most pressing problems, pain points, and critical challenges in the context of the title. The introduction of your gated content is like initiating a discussion with your customer where you are reiterating their problem and telling them that you can guide them through an optimal solution.

2 - Are There Enough Statistics, Links and Facts?

Quote experts in the field, tell what the research says about it, give relevant statistics, and mention facts from trusted sources to indicate that they are not alone and that the problem is common. Add good links that will help them run through the reports or blogs for better understanding. Factor this…you are telling your customer how huge the problem is and what could be its side effects. You are validating your points with some real facts and statistics that will hold their attention.  

3 - Did You Introduce a Use Case to Demonstrate What Others Are Doing?

Here you will tell them how an XYZ company sorted out the same problem and how a few others with the similar challenges overcame it. Use real use cases as your example. This not only adds credibility to your content, but also signifies you as an expert in the field.

4 - Have You given the Solution?

Now is the time for you to give them the solution and explain how your service, app, product, platform or tool will help the customer meet their specific requirements and overcome their challenges. Introduce the key features, benefits, unique selling point, and achievements of your offering. 

5 - Is There a Touchpoint?

Give a brief description about your company and provide a touchpoint like your contact info, website, email id, or address.

Follow this 5-point scale to put your content in the trusted league and find takers to create the much-needed demand.