Gated content refers to the type of online material, such as e-books, white papers, or webinars, that require entering personal information like name or email address before they are able to access the content. This leads to capturing leads and building email lists for follow-up marketing efforts. While the user gets high-quality content, their trade-off is giving away their contact details. Gated content is meaningful for B2B marketing, where nurturing potential clients can be done, and is good for qualifying leads. Gated content should nevertheless always be in measure to ungated content to ensure wider audience attention as well as maintain SEO viability.