Should Agency Marketers Use Gated or Ungated Content?

Posted on

January 28th, 2022

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Insurance Marketing Gated CLet’s begin with a basic explanation of gated and ungated content.

What is ungated content?

Ungated content refers to digital content such as blogs, vlogs, podcasts, videos, case studies and newsletters but the content does not require the web visitor to present any information prior to receipt of the materials. In other words, the content is provided on demand. The advantage of ungated content is higher fulfillment, as there is no commitment threshold for the visitor to view the content. It can also improve web traffic, page views and SEO. 

What is gated content?

Gated content constitutes the same type of content mentioned above, but the content is only available after visitors provide demographic information such as their name and email. This is typically provided using a form submission. Depending upon the perceived value of the information, the form may require more detailed demographic information about the website visitor and their and organization. Gated content is also referred as form in front of content. 

When should insurance agency marketers use gated vs. ungated content?

Value or perceived value, intellectual property and insurance agency marketing goals all play a role in determining the trade-off between using gated versus ungated content. If your agency considers certain content, let’s say a detailed white paper, to be high value digital content, you’re typically going to make that gated content, requiring at least a name and business email for viewing. If it’s a 2-minute explainer video, you’re probably going to offer that as ungated content. Ungated content typically increases views, but lead generation can suffer as your agency will not be collecting lead form demographics. Thus, the marketing campaign goals come into play. If the goal is branding and awareness, ungated content is often preferable. If it is lead generation centric, gleaning at least an email and name may be the minimum level of information needed to drive prospects into your funnel.

How can insurance marketers determine content value?

There is clear elasticity here. For example, a continuing education accredited OSHA or benefits compliance webinar can be highly valued, and your agency should be able to collect six to eight information fields for registration and viewing. If you’re offering a brief one-page case study vignette, you may attempt to collect just two fields as it may carry a lower perceived value. If the content is promotional or delivers lower perceived value, for example a 2-minute value proposition video, or a standard blog, you would likely offer that without a “form in front”, to optimize views.

Is content still the king?

Yes, it is, generating consistent, high value content continues to be the mantra for agency, broker and insurance wholesale marketers. Marketers should ensure the content is bifurcated using vetted gated versus ungated criteria, and ensuring it is well organized and properly protected. Organizing content in an insurance agency resource library can be very helpful, password protecting your proprietary content, gating your high value content, and making it easy for producers and prospects to access all of your marketing content.

For more information about insurance lead generation, gated content strategies and insurance agency resource libraries, contact the insurance agency marketing team at StartUpSelling.