In the world of digital marketing, we’re often stuck at a crossroads: do we prioritise immediate lead volume, or long-term brand authority? For years, gating content has been one of the most valuable insights for B2B success, but as we head into 2026, the messy middle of the buyer journey is becoming more complex than ever.
As a leading digital marketing agency, we know that users want immediate answers, not just an inbox full of follow-up emails. In this blog, we’ll explore whether businesses still need to offer gated content or if it’s actually acting as a do-not-enter sign for potential customers.
Keep reading for a detailed guide to smarter content access…
What is gated content?
First of all, let’s understand what gated content actually is. When we talk about gating content, we mean that it requires users to provide information to access it. It’s a common tactic for a lot of B2B and B2C companies, whereby they dangle exclusive case studies, ebooks, videos, and complete guides in front of users in exchange for their email address or phone number, so they can send missives to your inbox or phone.
Unlike a standard blog post that anyone can read (like this one!), gated content is a direct value exchange where the user gets direct insights and the business gets a qualified lead.
The most common examples of gated content include:
- White papers and industry reports – Usually deep dives into specific data or trends
- E-books and guides – Comprehensive ‘how-to’ manuals
- Webinars – Live recordings of training sessions to not miss out on
- Templates – Helpful resources like design kits
- Private communities – Access to exclusive Slack groups or forums. We’ve seen a rise in this on Instagram with the introduction of private broadcast channels.
A great rule of thumb to follow is: Is this content worth an email address? If the user can find the same information with a quick 30-second Google search, gating it might only frustrate them and damage your brand. However, if you’re offering original research, proprietary data, or a tool that will save them hours of work, then they’ll probably be happy to make the trade.
Our contact us form is a great example of gated content. From us, you can gain access to our exclusive supertools. Simply input your name, phone number, email address, and phone number, and we’ll provide you with a simple demo!
The pros of gated content
Other than the obvious benefit of generating more known leads for your sales team, there are still some reasons that would argue the case for gated content. Some other benefits of gating content include:
Strong buying signals – If someone is filling out a form to access content, it usually means that they are really interested. You wouldn’t just input your email and phone number into something you don’t care about, right? It can help you identify users who are actively seeking your product or service.
Valuable lead data – Gating content lets you control what user data you want to collect. You can add whatever fields you want. It’s useful for segmenting your audience and understanding who your content is actually attracting.
Competitive privacy – If you want to keep sensitive content away from competitors or bots, then gating is a good idea. It adds a small wall of control to who can access it.
Pipeline development – Without any in-person or live events, content downloads offer a much more scalable method to feed leads into your sales. Customers think they’re getting exclusive and rare content, which is what makes you stand out from competitors.
When you should be gating content
Ask yourself if it will offer something that is:
- Hard to find elsewhere for free
- Immediately useful
- Original or first-party research, insights, or thought leadership
- Solving a pain point
The cons of gated content
But what about the drawbacks? Well, that’s exactly what this blog is here for. Some of the cons of gated content include:
Lower conversion rates – Friction will cause a drop-off. Landing pages that have gated content typically only convert at just 2-3%. That means your amazing, detailed guide that you’ve made might only be read by a small percentage of your traffic, which might seem like a waste of time.
Form abandonment – The longer your form is, the more likely users will bounce. Asking for too much information can hurt your completion rates, especially if the content doesn’t actually seem worth the effort.
False data submissions – People get around content gates all the time by using fake names or burner email accounts that they don’t actually use. If you rely solely on form fills, it can lead to unusable or misleading data.
Reduced SEO visibility – This is perhaps one of the biggest drawbacks. Google can’t fill out forms, and if your insights are tucked behind a gate, then they aren’t being indexed. You might be missing out on ranking for high-value keywords that are in your form.
So, how do you decide?
The answer is, there isn’t one! However, if you’re ever in doubt, a good question to ask yourself is: Would I give my details away for this? Your answer will be more biased to the content than your own audience, so if the answer is no, then you shouldn’t be gating it.
It all depends on your business goals, the type of content you want to gate, and your audience’s tolerance for friction. Gated content can build a pipeline and data-rich insights, but it limits reach. Ungated content boosts engagement and SEO, but lacks direct lead capture.
Remember, if you’re going to gate content, then it has to deliver on its promise. Disappointing users who provide their private data to you is not cool and is a sure way to lose their trust and respect for your brand.
Here are some top tips to follow to increase your chances of data capture:
- Keep your forms simple: Only ask for the essential information!
- If possible, prepopulate the forms: Some tools now let you pre-populate forms, removing the need for unnecessary data re-entry, and it will also improve the user experience.
- Tease your content: Offer a brief taste of what you have to offer in the form of shorter blogs or a video teaser. It’s a great way to leave readers wanting more.
- Sell the value: Ensure you lay out what your audience can gain if they do sign up.
- Personalise the experience: If you’ve gathered insights through your data capture, use that information to offer a tailored experience. This will justify why your audience shared their details with you in the first place.
- Offer transparency – Make sure you clearly communicate the value that users will receive in exchange for their details. Remember, honesty is appreciated!
How to implement gated content that converts
It’s all about creating that balance between user value and your business objectives. You want your content to be seen, so first of all, it’s important to know what makes good content according to Google. The content itself must also offer significant value to the user in order for them to input their details!
Here are some other things to consider:
- Ensure you’re offering content that actually solves real problems for your audience. To do this, you need a deep understanding of your target market’s challenges, needs and preferences.
- Optimise the conversion process. A mobile-friendly design and clear propositions at each stage of the process will help to retain user engagement and improve successful completion rates.
- Always be willing to improve your strategy. This might involve adjusting form fields or modifying content depth based on user behaviour and feedback. Try implementing different approaches to both your content and form design. This will highlight opportunities for improvement and help to maximise conversion rates.
What do the experts at Embryo think?
With our strong content team, you’re in safe hands. Whether you’re after detailed guides or snappy product pages, each piece of content we produce goes through a quality review process.
When it comes to producing gated content, our content lead, Shona Worsman, tells us her opinion:
“Gated content, while the concept of keeping people on their toes and capturing leads is appealing, often limits reach more than it generates value. When content sits behind a form, it isn’t fully crawlable, struggles to rank, and ultimately reduces the number of people who ever see it. Rather than capturing demand, it risks restricting it.
A stronger approach is to make high-value content openly accessible, using visibility and trust to do the heavy lifting, then offering additional assets such as whitepapers, tools or deeper insights as opt-in incentives.”
What can you do instead of gating your content?
Gating content shouldn’t be your main strategy or priority. If you really want to build trust earlier, then you need to start sharing your content openly. Share your pricing, answer those tough questions, and show exactly how your processes work. But how can you do this? Here are some top tips to follow:
- Use subtle, value-focused CTAs – Rather than forcing your users to fill out forms, invite your readers to subscribe, download, or speak to a member of your team on their own terms.
- Give your audience tools and paths to explore on their own – If someone wants to calculate ROI or compare services, let them do it without having to speak to sales straight away.
- Monitor how people interact with your content – Ensure you are tracking page views, engagement, and returning visits, as this can reveal more about your buyer’s intent than a single form submission ever could.
Unlock the true potential of your content with Embryo
So, should you be gating your content in 2026? Sometimes, but not by default. Remember, buyers no longer want to be captured – they want to be helped. Always ensure you’re leading with transparency and are publishing content that empowers your buyers.
When you do choose to gate something, make sure that the value is high, the experience is smooth, and the intent is clear. That’s what will build strong relationships with your audience and make them trust you.
Deciding between gated content and organic leads can be tricky to navigate, but you don’t have to do it alone. Here at Embryo, our expert team can help you build bespoke content strategies that balance brand authority with measurable growth.
Interested in our services? Then please get in touch. Our experts will be able to find the perfect formula for your business in no time.
