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Most content marketing strategies involve blogs, social media, visual content, and premium content. To get the most impact out of every asset, you need to think carefully about how it is positioned and branded. This is particularly true for premium content.
What is Premium Content?
Something is considered “premium” when it is paid for. In the case of content marketing, “payment” usually means providing contact information by filling out a form. The visitor trades their identity in exchange for the asset that you’ve promised. Premium content is also frequently called “gated” content.
What Types of Content Are Considered Premium?
There are no rules about what constitutes premium content, you can put anything you want behind a form. But typically, premium content is longer form and more valuable than something like a blog post. Examples include:
- Case Studies
- Original Content, Reports, Etc.
Why Create Premium Content?
The first goal, obviously, is to generate leads. Each person who fills out a form can be added to your email nurture campaign or marketed to in other ways depending on the nature of the asset and form. This content is also used to educate your visitors and keep them coming back to you as a source of knowledge. Finally, it should give them the information they need as they move through the sales cycle and help them gain trust in your brand as they do so.
How Should Premium Content Be Positioned?
Because you are asking the visitor to make a “trade” for your content, it must be positioned as being of value to them. Overly sales or self-promotional assets are not effective as premium content (and why would you want to gate that sort of stuff anyway?) The marketing automation provider, Hubspot, is famously good at creating premium assets that help people become better marketers, even if they never become Hubspot customers.
How Should Premium Content Be Branded?
You want to be sure that your premium content is consistent with your brand identity and personality. You don’t want your eBook to look like someone else created it. It is also a good idea to have consistency within your content types so that they are easy to spot as your work.
Whatever assets you create, be sure that after having a look, the visitor will feel the exchange of information was a win-win. They should come away with new insight or a new skill and remember exactly where they got it.