In 2025, businesses should adapt their lead generation strategies to keep up with dynamic market trends. Here are some strategies that can help businesses generate more high-quality leads in today's competitive environment.
1. Create a content gateway
Blocked content is any content that visitors to your website can only access by filling out a form and providing their information. This information could be the visitor's name, email address , contact information, etc.
Gated content is an effective way to generate new leads. But how does gated content work?
When viewers land on your website, they’ll see a pop-up or call-to-action button that offers them access to valuable content in exchange for their information.
To increase conversions, your pop-up can direct the viewer to a landing page where it provides more information architect database about the content offering. The landing page copy should be valuable enough to entice the user to provide their information.
Note that protected content should not be hidden behind a paywall. Visitors only need to enter their details to access the content.
There are pros and cons to using gated content. Depending on your marketing goals, gated content may be more appropriate. Gated content, such as blog posts and infographics, is better suited for driving traffic and improving brand visibility. Gated content is better suited for generating leads.
Let's look at some of the advantages and disadvantages of gated content:
Benefits of gated content
Get more leads for your business
Increase your sales
Provides insight into your customer at every stage of the buyer's journey
Allows email list segregation
Disadvantages of closed content
Decrease in traffic and page views
No brand visibility
There are no SEO benefits
If your landing pages and sign-up forms aren't properly optimized, most people won't offer their information.
Simply put, protected content is best if you’re trying to generate leads that you can nurture into paying customers. Unprotected content is best if you’re looking to increase traffic and visibility.