Learn the differences between gating content and siloing content, and when to use these measures in your brand marketing efforts…
There are a few content practices you might hear about. Two, in-particular, are content siloing and content gating. These two are entirely different, one having to do with SEO or search engine optimization and the other with brand building. Now, it’s arguable these two disciplines need to go hand-and-and, but this isn’t always the case.
What is Content Gating?
Put simply, content gating is the practice of placing content (articles, videos, infographics, podcasts, and more) behind a form or a password. It requires visitors to perform one or more actions to access and interact with content. Content gating provides its creators with useful data points, like visitor information, whether it’s name, location, industry, or other data points.
There’s nothing inherently wrong with [legacy media], especially if you’re seeing a positive ROI, but if you want to be successful in the long-term, you’ll need a strategy with a little more staying power. Inbound marketing strategies, like SEO and social media marketing, are effective in producing a slow build of results, but for my money, there’s no better long-term strategy than content marketing. — Inc.com (Source)
Conversely, ungated content are articles, videos, infographics, podcasts, and more which aren’t protected by a form or a password. For example, most blogs, YouTube videos, social media posts and pages are all ungated. Now, it might require having a profile to view others’ content, but that’s not truly content gating.
What is Content Siloing?
Content siloing is the practice of keeping one form of content separated from others. It’s part of some small business website SEO basics, particularly for digital properties that publish news, along with tutorial and about content. For SEO purposes, news content is separated by category and links unto itself, never crossing over to the editorial content. In other words, siloing content is publishing news articles under one category and only linking to other hard news content. This creates a “silo” where news content is placed alone.
Difference between Gating Content and Siloing Content
The main difference between gating content and siloing content is they are two different practices. Content siloing is done as a good faith search engine optimization practice. It separates hard news from editorial content. Content gating is a marketing practice, requiring visitors to register or perform other actions to access articles, videos, podcasts, infographics, white papers, and more.
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