Un-Gating your Content in the Age of Content Saturation
Summary
This blog examines the pros and cons of gating content and offers insights into how businesses can strategically approach their content strategy. It explores ways to balance lead generation with audience engagement, providing practical tips to align your content approach with your broader marketing goals.
By Sarah Threet, Marketing Consultant at Heinz Marketing
Original: May 19, 2023; Revised: January 28, 2025
Imagine this: You’ve spent months developing a content strategy and weeks laboring over a piece of content that you’ve deemed “high value.” Conventional wisdom tells you to gate it behind a form, requiring prospects to share their contact information before they can access it.
But then it happens: you receive dozens of fake email addresses like “nonya@biz.com,” or worse, you hear crickets. You’re left wondering why these leads aren’t converting, despite downloading your content. Isn’t downloading content a sign of intent or interest?
The reality? Not necessarily.
The Rise of Content Fatigue
The digital age has brought with it a phenomenon called content shock, coined by Mark Schaefer a decade ago. While brands have continued to churn out more content than ever, engagement rates have plummeted. According to recent research, 27% of marketers now say their biggest challenge is producing engaging content in an oversaturated market (Content Marketing Institute, 2025); this is thankfully down from 44% (2024) thanks most likely to optimizations in SEO.
This oversaturation means audiences are more discerning—and less willing to part with their personal information just to access content that may not deliver value. Think about how often you, as a consumer, hesitate to fill out a form to access a guide or eBook. How many times have you provided a fake email address just to avoid being bombarded with sales emails?
This distrust highlights a deeper issue: gated content often puts the marketer’s needs ahead of the user’s experience, eroding trust in the process.
To Gate or not to Gate? Examples from IMPACT and Drift
Whether or not you choose to gate or un-gate some of your content depends on the kind of content and your own business. Like with all marketing, there is no one-size-fits-all. Also like with all marketing, it’s necessary to test new strategic tactics. IMPACT and Drift are two of these companies that have seen success from un-gating their content.
IMPACT’s Story
IMPACT once relied heavily on gating their guides and eBooks to generate leads. While this strategy produced thousands of leads, few were qualified—and even fewer converted into customers. After un-gating their content, they noticed something remarkable: the volume of leads didn’t drop, but the quality improved significantly. By removing the barrier, IMPACT began attracting prospects who were genuinely interested in their offerings.
Drift’s Story
Drift took this concept even further. They not only un-gated all their content but also eliminated nearly all forms from their website, leaving only subscription and product sign-up forms. Their CEO, David Cancel, articulated the shift best:
“We’ve lost the importance of a great story and truly connecting with people… Marketing has become about gaming the system, not about building trust.”
Instead of relying on gated content, Drift focused on branding, customer experience, and conversational marketing. They reduced blog publishing frequency to 1-2 posts per week and invested in chatbots to engage visitors in real-time. The result? Higher-quality leads and stronger connections with their audience.
Why Un-Gated Content Works
- Improved Trust and Credibility
Research shows more than 90 percent of the people interested in the content abandon the sign-up process because they don’t trust what happens next to the email address (BusinessesGrow, 2025). Un-gated content positions your brand as a thought leader, not a gatekeeper. By freely sharing valuable insights, you demonstrate confidence in your expertise and a commitment to helping your audience. - Wider Reach
When content is freely accessible, it’s easier to share. Research from BuzzSumo (2024) shows that un-gated content receives up to 10x more shares than gated content, amplifying your reach and brand visibility. - Better Lead Quality
Un-gating content filters out the “freebie seekers” who aren’t genuinely interested in your offerings. Instead, you attract prospects who are more likely to engage with your brand on their terms. - Adaptability to Modern Privacy Standards
In an era where data privacy regulations like GDPR and CCPA are reshaping marketing, un-gated content aligns with consumer preferences for transparency and control over their information.
Strategic Decisions When to Gate
While un-gating content offers many benefits, there are scenarios where gating might still make sense:
- Exclusive or Proprietary Content: For example, proprietary research, industry benchmarks, or highly detailed playbooks that offer unique value.
- Webinars: Live events often require gating to ensure attendance and secure a targeted audience.
- Downloads: Allowing users to view content online but requiring a form to download it can strike a balance.
Pro Tip: If you decide to gate content, consider asking qualitative questions like, “What prompted you to download this content?” The insights can help you refine your strategy.
The Future of Content Strategy
Marketers like Drift and IMPACT have proven that un-gating content can drive better engagement and qualified leads. But the decision to gate or un-gate ultimately depends on your goals, audience, and the type of content you’re producing.
Here’s what you can do to stand out in the age of content saturation:
- Focus on Quality Over Quantity
Shift your attention to creating fewer, high-value pieces of content that genuinely address your audience’s pain points. - Leverage Conversational Marketing
Invest in tools like chatbots to engage leads in real time, building trust and rapport from the start. - Personalize Your Approach
Tailor your content to specific personas within your ICP (ideal customer profile). The more relevant your content, the more likely it will resonate. - Test and Iterate
Marketing is never one-size-fits-all. Experiment with gating, un-gating, and hybrid approaches to find what works best for your audience.
As the digital landscape continues to evolve, the brands that prioritize transparency, trust, and customer experience will rise above the noise. So, take a cue from IMPACT and Drift—give your audience what they truly value, without unnecessary barriers.
Let’s leave content fatigue behind and create something worth engaging with. The learn more about how to develop an engaging content strategy, contact our content strategist for a free call.