Gated content
Content, such as a report, template, webinar or e-book, that people can only get after giving contact details in a form. It turns interest into leads that sales and nurturing can follow up. The trade-off is reach: the gate stops most readers, search engines cannot index what is behind it, and many contact details are given only to get the file.
Where it's used
Used in B2B lead generation for research reports, tools and templates with clear value. Good when the content is worth an email address and sales has a plan for the leads; otherwise keep it open and let it build reach.
Example
Gate the template, open the article
Illustrative scenarioAn HR software company publishes a long guide to performance reviews and a ready-to-use review template. The guide stays open, so it can rank in search and be shared. The template sits behind a short form with two fields. The guide brings the readers, and the template turns the most interested ones into leads.