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As you build your ideal industrial marketing strategy, are you planning to tap into the power of gated content? If not, you’re missing out on the chance to collect qualified leads while promoting all your products and services. So, if you want to achieve great success with your marketing program, then you’ll need to add this type of content to your approach right away. To help you get started, here’s what you need to know about using gated content in your industrial marketing strategy.

What is Gated Content?

As the name implies, gated content refers to all your marketing assets hidden behind lead capture forms. Your website visitors must fill out the form and submit their lead information to gain access to the content. To encourage them to do that, the content you provide must be extremely high value and relevant to their interests. Otherwise, your customers will likely look elsewhere for the leading industrial solutions needed by their brand.

Powerful Types of Gated Content

Gated content comes in many forms, including:

Whitepapers

In the industrial world, whitepapers are powerful explorations into how your products and services can solve your customers' problems. These in-depth reports use stats, facts, and images to educate readers on just why they should choose your brand over the competitors. By putting your whitepapers behind a lead capture form, you’ll gain the ability to follow-up with your customers and help them move onto the next stage of the buyer’s journey.

Catalogs

Catalogs allow your customers to browse all your products and services in one place, allowing them to easily seek out the industrial solutions they need for their business. Upon using your catalogs as gated content, you have the opportunity to keep the conversation going with your customers. You can help them better understand how your solutions will help their enterprise grow and thrive through the years.

Product Demos

Product demos allow your brand to share how to best use your industrial products and services. Your customers can then better envision how well the solutions will work for their own company. Even well-made product demos leave customers with many questions. So, make sure you can follow-up with viewers by using the videos as gated content.

The sky's the limit in what content you can put behind lead capture forms. You can go beyond these three areas by creating data sheets, webinars, and even eBooks for your gated content campaigns.

Best Practices in Using Gated Content for Industrial Marketing

To use gated content for your industrial marketing program, you have to focus on creating truly high-quality works. Reflect on what your customers need from your brand to find all the content likely to generate the most interest.

Then, set up a landing page for each piece of content you want to share. Add a lead capture form to the landing page while adding quality content on page to help direct the reader to the form. Trigger the form fill to either display the content outright or provide a download link.

From there, fully integrate the gated content into your industrial marketing program by deciding how to follow-up with your qualified leads. Email drip campaigns work great – or you can reach out directly with an offer to set up a call.

With gated content on your side, your industrial marketing strategy will introduce your customers to the innovative solutions created by your brand and keep them coming back for more. Through that process, you can better support their operations while taking your company’s success to the next level.