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How to gate/restrict content using paywalls might be the most important choice a creator of content can make. Find the optimal balance between creating content that is free as well as monetizing it isn't easy. People want to discover your website However, you need to establish a business that is sustainable. Let's explore the details of how to creating content and answering several important questions.
What exactly is the definition of a paywall?
Imagine a paywall as the gate that blocks access to information, just like a shared garden with locked gates. If you have a key to unlock the gate, they may access the garden at any time they wish, but for those without keys that do not possess a key, they have to stay within the gate that is locked.
Just as a garden gate opens to allow people to access a garden the same way, a content gate, also known as a paywall permits users to gain access to a certain portion of your content (which is referred to as content that is gated). It could be an email, podcast, blog post or course, and the "key" will be a special account or password which allows access to a set of individuals. The ability to gain access to a "key" could be achieved by signing up to the podcast, purchasing the course, or even joining as an affiliate of the blog.
What is the reason to use a paywall?
There are two main reasons behind the need to block content behind paywalls. Both of them are linked to the growth of your business:
Putting content behind the paywall will mean that the audience has pay for it - either by setting up a monthly/annual subscription or making a single purchase such as a lifetime membership or a donation. This payment will 'open the gates' and allow access to your website, blog post or podcast. There are numerous software platforms which allow you to make it easier to connect people as well as paid content.
Gating content allows you to collect information from visitors, to develop more of an understanding of them and foster stronger relationships. It is possible to use this information to gain a better understanding of your visitors by building an email database, or by making changes to the way you interact with your site. You could, for instance, solicit a member's preferred language and prioritize showing the content they prefer in their language. Naturally, you'll have to clearly state that you're asking for their data with the intention of reaching them according to the GDPR.
What is the reason to why not use the paywall?
In all choices there are pros and negatives to restricting content. 'Hiding' content behind paywalls means that it's hidden from the crawling algorithms of Google. If you don't plan it well, this could significantly impact the effectiveness of your Search Engine Optimization (SEO) efforts, which is the primary way for users to discover the site. This is why it's not recommended to block or restrict all of your website's content.
Also, in order for individuals to be willing to spend money, they need to trust the person you are working with and trust can only be built by someone engaging with your content. Share a bit of your most loved and (popular) material publicly, as well as for no cost; this will help to gain readers' trust.
Why should you choose to put up an online paywall?
There needs to be a balance between the content that can be given away for free and what to put behind the paywall. Finding this balance is just about the hardest and most essential thing to do for anyone who wants to generate revenue from their creations.
Our clients and prospective customers often ask us "How much content should I put behind the paywall?" but it's better to consider what contents should be protected instead of the quantity. In order to decide what content should be gated, you need to ask yourself a few critical questions:
What's the goal? When creating a blog, article or podcast, consider what is the (primary) goal of this piece of material. Do you want to boost your visibility as a brand, and also establishing yourself as a thought leader in your industry? Are you trying to monetize / earn money from the contents? Do you want to create your database (often known as 'generating leads')? These questions can help you determine what data should be gated or restricted.
What is your competitor? It's no use asking anyone to buy things if they could get the same thing for free! If you are researching the content for your next article look up if material related to your subject is readily and freely available. You shouldn't be afraid to write additional content on the same topic, however, like all good content it is important to make sure that the readers get an advantage that the others don't have. This may be an experience that is firsthand, or an unique insight which no one else is able to provide.
Do you have sufficient value? If your content does not add value for the audience, it shouldn't be considered for gated. It must provide content that can't be found anywhere else, or be presented in a way that offers high 'production value'. For example, longer information such as detailed analyses and ebooks or downloads can be used as paywalled or gated content, while shorter content like blogs with more than 1000 words tend to be better as unlocked/free content.
The location to construct the gate
There's one extra aspect to take into consideration when gated contents, which is how much of each individual piece is required to be secured. Return to the analogy of a garden gate If you'd like people to visit a special section of your garden (perhaps or a structure within the garden) It's best to allow them to visit only a tiny portion of the garden first, engage them, then show them the secret zone that they'll need access to.
It is then possible to 'upsell' a metaphorical ticket to the private zone. In this case you'd create the gate after guests have experienced some of the public garden, and not at the entry point to your property.
When it comes to digital media, the alternative is for a user to allow them to read a few paragraphs of your content before the gate/paywall is operational. In this way, the user is already interested in the tale and is more likely to divulge their information with you or pay for an account to read on.
How do you block content that is behind a paywall
There are several other platforms that can aid you in building the gateway'. Instead of providing an extensive list of options, we'll stick to what we know best: the ability to gate content using WordPress. Here are just a few well-established WordPress plugins that will assist you in gating your website's content
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