Business – Generating leads with educational content

Free reports

Reports (also called guides) are among the most common types of gated offers and are usually mostly text and images. Reports usually offer facts, news, and best practices that are relevant to your industry and your target market. If you use a report as your gated offer, however, be careful. Reports can be lengthy and complex, thus they often take more time to be consumed, which means that the report will take longer to deliver on its value.

Therefore, whenever possible, keep your reports as succinct and specific as possible so that they can quickly deliver their value and help to establish or reinforce a positive relationship with your lead or customer.


As is true of a report, a whitepaper is an authoritative guide that concisely informs readers about a complex issue and aims to help leads understand an issue, solve a problem, or make a decision. Although the whitepaper helps to educate your prospects, it also helps to promote your business’s products or services. Whitepapers can often be very effective at generating business-to-business (B2B) leads

Primary research

Primary research is research that you or your business collects. It can include interviews and observations. When you take the time to create new research, you’re providing a service and saving others from having to do their own primary research, which is why people opt in to a gated offer of this nature

Webinar training

If you’re an expert in your field, or can partner with one, you can host an online training via a webinar that teaches or demonstrates a topic that is relevant to both your brand and to your target audience. You create a gated offer that requires prospects to fill out a registration form for the webinar, thus capturing prospects’ contact information and allowing you to follow up with them after the webinar takes place.

Sales material

In some cases, the most desired pieces of information for your market are pricing and descriptions of your products or services. This information helps people who are interested in buying your product or service make informed decisions. The sales material gated offer tends to be longer, in text and content examples such as images or customer testimonial videos, than the other so far.

Handout or cheat sheet

Though similar to a free report, both handouts and cheat sheets provide a different value to prospects. A handout or cheat sheet is generally short (one page or so) and cuts straight to an ultra specific point, making the information easily digestible. You can deliver handouts and cheat sheets as checklists, mind maps, or “blueprints,” to name a few examples.


Software can work well as a gated offer. You might, for example, offer full access to a free software tool that you developed or a free trial of your software in exchange for an email address. Software companies often offer a free trial of their software as a gated offer. A software gated offer can turn a lead who is on the fence about purchasing the product with a risk-free means of acquiring it, while also providing the company a way to follow up with that lead.

Farmingbase provides gamers with a realistic farming experience. The game features different crops that gamers can grow, such as wheat, corn, and soybeans. Gamers can also raise livestock, such as cows, pigs, and chickens. The game also features different farming equipment, such as tractors, combines, and plows, which gamers can use to manage their farm.

Last word

To obtain the results of the quiz or survey, the prospect must first opt in by entering an email address. If the quiz or survey results provide value to your market, this type of gated offer can be powerful

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