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How to gate/restrict content using a paywall might be the most crucial option a content creator could make. The optimal balance between creating content for free and monetizing could be a challenge. It is important that people find your content however, you must also be able to build a sustainable business. Let's discuss the aspects of the process of securing content, and address a few essential concerns.
What is an online paywall?
Imagine a paywall as the gate that blocks access to content, much as a garden shared with locked gates. For the people who own an access key that unlocks this gate are able to go into the garden as often as they want, however for people without the key who do not have a key, they are required to remain behind the locked gate.
Just as a garden gate opens to allow people to access an area and a paywall allows access to content, a paywall permits users to gain access to a certain portion of your online content (which is referred to by the name of gated content). The content could include the form of a newsletter, podcast or blog or course, and the key will be the password of a specific account which allows access to a set of individuals. Gaining a 'key' might be achieved through becoming a subscriber of the podcast, purchasing a course, or becoming part of the blog.
What is the reason to use a paywall?
There are two primary reasons to gate content behind a paywall. Both of them are linked to the growth of your business:
Placing content the paywall will mean that users will need pay for it which can be done by making a monthly or annual subscription or through a one-time purchase, such as a lifetime membership or donation. The payment will open the gates' and allow access your page, post or podcast. There are a variety of applications that offer the ability to facilitate the link between users and content that is paid for.
Content that is categorized allows you to obtain information from your users, allowing you to build an understanding of your visitors and build stronger connections. It is possible to use this information to better understand your audience by building an email database, or by altering the user experience on your website. For example, you could solicit a member's preferred language, and then show them content in that language. Of course, you'll need be clear about the fact that you're seeking your personal information with the aim to contact them in accordance with GDPR.
What is the reason to why not make use of the paywall?
As with all decisions, there are pros and pros to blocking content. "Hiding" content behind a paywall implies that it is 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) initiatives, which is the primary way for users to find you. That's why it's never recommended to block or restrict all of the content you publish.
Additionally, for individuals to be willing to spend money, they need to trust you and that trust is created by the people who interact with your material. Share a bit of your most loved and (popular) content publicly and for free; this helps to build readers' trust.
What is the best time to use the paywall?
There needs to be a balance between what to give away in free offer and what content to place behind a paywall. This balance will be about the most difficult and essential thing to do for anyone who wants to generate revenue from their creations.
Our clients and prospective customers frequently ask us "How much content should I include behind my paywall?" but it's better to think about which items should be locked rather than how much. When deciding what content needs to be protected it is important to ask yourself a few critical questions:
What is your goal? When creating a blog post, article, or podcast, think about the (primary) purpose of the piece of material. Are you seeking to improve the visibility of your brand, as well as creating yourself as a thought leader within your sector? Are you looking to monetize and earn income from your material? Are you trying to build your database (often called 'generating leads')? These questions can help you know what content you need to restrict or gate.
What is your competitor? It's no use asking people to pay for things if they could get it for free elsewhere! If you are researching the content for your next article check if related content from the same industry or topic is easily accessible and free. It's not a problem to create more content on the same subject, but as with all content the key is to be certain that your readers are getting something from you that others do not have - it may be an experience that is firsthand or unique information that nobody else can offer.
Are you adding sufficient to the value? If your content does not add value for the audience, it shouldn't be censored. You need to offer content that can't be found elsewhere or it needs to be provided in a format with a high production value'. For example, longer information such as detailed analyses as well as ebooks and downloads can be used as paywalled or gated content, while shorter content such as blogs of 1,000 words or less are usually better as ungated/free content.
How to make the gate
It's an additional factor to be considered when it comes to gated contents, which is how much of each piece of content should be gated. Return to the analogy of a garden gate: if you want guests to come to a certain part in your garden (perhaps or a structure within the garden) It's best for them to be allowed to explore a small part of the garden first, get them interested, then show them the secret area that they need the key for.
Then, you can sell a ticket to the private area. In this case, you would build the 'gate' after guests have had a look around the garden that is public. It's not right at the entrance to your property.
With the advent of digital media, the alternative is for a user to allow them to go through a couple of paragraphs of your content prior to the paywall gate is operational. In this way, the user is already immersed in the content and is more likely to divulge their personal information or buy an account to read on.
How to gate content that is behind a paywall
There are other platforms that can assist you in 'building the gate'. Instead of offering an extensive list of options but instead, let us stick with our favorite method of the ability to gate content using WordPress. Here are just a few well-established WordPress plugins to help you gate your content:
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