What does ‘gatekeeping’ mean in content marketing?

In content marketing, 'gatekeeping' refers to the practice of requiring users to provide specific information, such as their email address or other personal data, in exchange for access to premium content. This approach is often used to generate leads or build a subscriber list, as it allows marketers to engage with potential customers while offering valuable resources like e-books, whitepapers, or exclusive articles. By placing content behind a "gate," marketers can ensure that they collect valuable insights into their audience and can tailor future marketing efforts accordingly.

This tactic can be essential for creating a targeted marketing strategy, as the information gathered helps in understanding user preferences and behavior, thus enabling more personalized and effective outreach efforts.