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Content Marketing, Tips, Top Marketing Agency

To Gate or Ungate: The Burning Question Behind Lead Generation Strategy

by Allie HueffnerNovember 3, 2025

Although Hamlet was wrestling with things far deeper when he asked the infamous question “to be or not to be”, in today’s marketing landscape, there are questions we still wrestle with when it comes to an effective marketing strategy.

At Bluetext, we work with several clients whose paid media goals largely center around lead generation. However, what happens when form fill numbers are underperforming? People today are becoming increasingly reluctant to fill out online forms, in turn affecting lead generation opportunities.

Why the hesitancy to fill out forms?

Privacy concerns: People are more aware of how their data is used or misused. Forms that ask for too much personal information without clear justification turn people away.
Spam: There is a concern among users of inboxes being ‘spammed’ after giving their contact information.
Friction in the user experience: Many online forms ask for too much information upfront. Users get overwhelmed or feel it’s not worth the effort.
Perceived lack of value ie. “Why should I?”: Requiring a form just to view content (like PDFs or prices) can backfire — especially if competitors don’t.

Research shows that 61% of marketing professionals see obtaining leads as their most significant challenge. This brings us back to our burning question: to gate or un-gate your assets?

First off, when it comes to paid media lead generation it’s important to remember that 80% of new leads don’t convert to sales, and 63% of leads take over 3 months to convert. Simply gating assets like whitepapers, eBooks, or case studies won’t produce the results you might be hoping to achieve.

Let’s dive into some techniques that your company can layer on top of each other to build out a more robust strategy.

Lead Generation Tactics

Video CTAs

Create videos with embedded CTAs that appear at just the right time. Instead of gating the asset right away, you can gate the content after some values is shown, increasing trust. A bonus to this tactic – 91% of consumers want to see more videos from brands (the TikTok/Reels type of short form video content has become the preferred way to learn about brands).

Content Upgrades IN Blogs

Offer bonus content inline in your blog using click-triggered opt-ins. Your team can share the blog initially free of ask, but mid-way through the blog is an asset such as a “Free Checklist” where-in the reader needs to input their contact information in order to receive.

Offer Email-Only “Extras”

Position your newsletter or emails as the “ongoing value layer”. For example: “Liked this content? Get more updates we only send to subscribers”. The call-to-action comes after some piece of value has already been offered – in order for the audience to receive MORE, they will need to give us their information.

Gate the Convenience, Not the Content

This answers our Gated vs. Ungated question directly. Ungated content: Blogs, ebooks, videos.

Gated: Demos, case studies, calculators, product comparisons. The gated content should provide an added layer – something the audience can’t find for free by doing a simple google search.

Retargeting

Take the paid media campaigns you currently have running and create custom non-lead gen objective audiences ie. video viewers or brand awareness post engagers. Retarget the audience with gated content after they’ve already been exposed and introduced to your brand. After they’ve been warmed up, then you can ask for information.

Heat Mapping Landing Pages

Your web-team (or ours!) can conduct “heat mapping” on your landing pages. If your lead magnet is below the fold or in a cold zone, few will ever see it. Heat mapping can help identify where users are losing interest and your team can work to restructure the layout for optimal performance.

In Conclusion

One or all of these tactics can be used simultaneously to help strengthen your company’s lead generation results. If any of this sounds overwhelming or your team lacks the bandwidth to execute, Bluetext is here to help. Our paid media team is trained and tactical in all things lead generation – let’s get to work!

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Frequently Asked Questions (FAQ)

What does “gating” content mean, and why do marketers do it?

Gating content means requiring users to fill out a form—like providing their name and email—before they can access a piece of content such as a whitepaper, eBook, or demo. Marketers use this tactic to collect leads and nurture them into potential customers. However, it’s a delicate balance: while gating helps capture data, too many or poorly timed gates can discourage users and hurt engagement.

Why are people less willing to fill out lead generation forms today?

Audiences have become more cautious about sharing personal information online due to privacy concerns and bad past experiences with spam. Long or intrusive forms often feel like too much effort, especially if the perceived value of the content isn’t clear. In today’s digital climate, users expect transparency, trust, and instant access—meaning marketers must prove the exchange is worth it.

How can brands decide whether to gate or ungate a specific piece of content?

A good rule of thumb is to keep educational or awareness-level content—like blogs, videos, or industry insights—ungated, while reserving high-value or conversion-focused assets for gating. Tools such as demos, calculators, or detailed case studies offer exclusive insights that justify asking for user information. Essentially, gate the convenience or customization, not the core learning itself.

What are some effective alternatives to traditional gated content?

Marketers can engage audiences through hybrid strategies that delay or soften the “ask.” Examples include embedding CTAs within videos, offering in-blog content upgrades, or inviting readers to opt in for email-only “extras.” These methods build trust by showing value first—then earning the right to request user information later in the experience.

How do video CTAs help improve lead generation results?

Video content is one of the most effective ways to capture attention—91% of consumers say they want to see more videos from brands. By placing CTAs at natural breakpoints within videos, marketers can convert interested viewers at peak engagement moments. This approach feels less intrusive and more like a value exchange, increasing both conversion rates and viewer trust.

What is “content upgrading,” and how does it work in blogs?

Content upgrades are strategic “bonus offers” embedded directly within blog posts, such as downloadable checklists or templates. The idea is to give readers a taste of value, then offer an enhanced version in exchange for contact information. Because the upgrade feels directly tied to what the reader is already interested in, conversion rates tend to be higher than generic pop-ups or gated landing pages.

How can retargeting improve lead generation performance?

Retargeting allows marketers to reach users who’ve already engaged with their content—such as video viewers or site visitors—with new gated offers. This strategy warms up audiences before asking for personal details, reducing resistance and increasing conversion likelihood. Essentially, you’re moving from awareness to action in a more natural, relationship-based way.

What role does heat mapping play in improving landing page conversions?

Heat mapping tools visually show where users click, scroll, and spend time on a webpage. This data helps marketers pinpoint problem areas—like CTAs hidden “below the fold” or confusing layouts that lose user interest. By restructuring pages based on these insights, brands can significantly boost engagement and form submissions without changing the offer itself.