Gating Online Content – What Are My Options?
It seems that PDF content publishers see the issue of gating content to be either black or white, gated PDFs or un-gated PDFs. They throw their arms up in the air, unable to agree on whether it is best to gate content to generate sales lead information or leave the content open. Hiding electronic content behind a web form is known as “gating” content, whether it is in the form of a white paper, data sheet or case study. Effectively, you are only allowing access to that information if the reader is willing to provide a wide range of their personal information to you. Many online marketers use this as a lead generation source, collecting as much information as possible from the reader in exchange for access to their white paper or data sheet. The downside of this lead generation tool is that up to 95% of readers will abandon a site if they come across a web form. On the other end of the spectrum, ePublishers can choose to leave their electronic content un-gated, so as to disseminate their content freely and get their ideas out there. The obvious hitch in this practice is that the publisher will have absolutely no idea who is reading and downloading their PDF documents or if anyone is even interested in them at all.
