3 Steps to "Un-gate" Your Gated Content

M.R. NEMETH  / MAY 5, 2016

On the web, showing up number one for a search can grant you up to a 44%* click through rate. Second spot; 20%. At third place, you might get 8%. After that, traffic quickly approaches zero. 

For marketers, one of our primary tasks is getting heard. Content kept in an offline state limits your audience accessibility, trapping them behind unnecessary gates. Often, enterprises find themselves sequestering their most valuable assets, hiding them behind PDF and other closed systems, the article’s voice muted and decaying. What's the best way to share this great content?

1. Evaluate the Medium

PDF is a great medium for distributing high-quality and sensitive documents electronically. Because PDF is such a secure and private application, metadata - SEO oriented copy and web functionality - is often prevented from being accessed and indexed by search engines. This means valuable data is effectively invisible from your market, and what’s worse; cut off from other potential verticals.

For internal documents and sensitive information, that’s great. For marketing materials, we want to spread the message far and wide. That means having a voice on social, organic, and paid channels. 

To take advantage of these channels, we need web-enabled content that we can serve up hyper-fresh to our audience. 

2. Webify the Content

When it comes to driving traffic and getting information out, you want as few barriers to entry as possible. You want every word of copy to count because the world needs to hear your message. Whether in a browser, on mobile, or a tablet, with webified content you’re able to leverage your most valuable marketing assets as both beautiful pieces and informative overtures. 

Now your target audience can find your materials when they’re looking for them. They can click and scroll through incredible web productions with full internet functionality, and are able to quickly share that quality content with their friends and colleagues. 

Webifying content makes those documents SEO worthy, allowing you to get more out of every effort. It helps establish a baseline growth vector for your website traffic. The value of that content being recognized and indexed by search engines is incredible, and should always be considered among the primary deliverables. 

3. Organize the Assets

From site architecture, to naming URL strings, page titles, and header values, creating an easy to read, and understand, site structure is critical. Organizing key web assets is a vital component to taking advantage of your team's high-quality efforts.

Rather than dive down the rabbit hole on what SEO is and how best to accent your site, please check out Moz. It’s an incredible resource for getting started. In fact, Moz is a good example of a case-in-point; The Beginner’s Guide to SEO is a webified piece of content, constructed logically, and entirely crawlable by search spiders.

The organization of assets is paramount to many levels of your organization. While structuring sites with an end-user in mind is the paradigm of web-readiness, it also enables your teams to work effectively and efficiently. If a team works together, understanding the logic behind smart file systems, they will always be able to find the assets they’re looking for, the first time - cutting down production, increasing output, and ultimately, creating incredible value for your clients.

So how do we do it? Brandcast empowers marketers with intuitive tools that enable them to create and deliver high-value high-velocity assets straight into production and live on the web. Perfect for eBooks and infographics, Brandcast translates each beautifully designed and artfully articulated piece into great web content. Take a look atThe Secret to High-Velocity Website Marketing, for a deeper dive into what is possible.

By duplicating assets and publishing in Brandcast, you’re able to speak directly to those channels with speed and control by  creating, copying, and distributing media through a series of webified assets. You can continue to deliver via PDF and PowerPoint while maintaining a version on the internet, available to those that seek it. 

The list of candidate assets to webify is huge: ebooks, white papers, microsites, infographics, landing pages; all of these and more can take advantage of advanced SEO concepts with Brandcast. So instead of building bland, static documents, you get high-quality content with an ever increasing value. It's no longer stuck in a closed system; it's open, powerful and searchable.

M.R. Nemeth Digital Marketing Manager

With over a decade of experience in the realms of digital marketing, SEM, SEO, and web analytics, M.R. works with teams of all sizes to develop, manage, and execute internet marketing and optimization initiatives. He embraces data and empirical insights to design intuitive solutions to complex problems that modern marketers face every day.