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How to gate/restrict content using paywalls could be the most significant option a content creator could take. Find the optimal balance between creating content for free and monetizing isn't easy. People want to discover your content, but you also need to establish a business that is sustainable. Let's discuss the details of how to the process of securing content, and address a few essential concerns.
What is an online paywall?
Imagine a paywall as an obstacle that restricts access to information, just as a garden shared with a locked gate. If you have an access key that unlocks this gate may enter the garden whenever they like, but for those without keys who do not have a key, they are required to remain in the secure gate.
Like a gate that opens to allow people to access an area the same way, a content gate, also known as a paywall allows users to access a portion of your content (which is referred to by the name of gated content). This content may be a podcast, newsletter or blog as well as a course or something similar. the 'key' in this case is likely an account, password or passcode that allows access to specific users. The ability to gain access to a "key" could be obtained through becoming a subscriber of the podcast, purchasing the course, or even joining as a member of that blog.
Paywalls are a good idea, but why do they need to be used?
There are two main reasons to gate content behind a paywall. Both are connected to progressing your business:
Placing content behind a paywall means that users will need pay for it either through making a monthly or annual subscription or by making a one-time purchase such as a lifetime membership or donation. This payment will 'open the door' to allow access your page, post or podcast. There are many software platforms which allow you to automate the connection between people as well as paid content.
Content that is categorized allows you to collect information from users, allowing you to build an understanding of your visitors and foster stronger relationships. It is possible to use this information to better understand your audience through the creation of an email database or customizing the experience of your site. For example, you could request a user's preferred language and prioritize showing the content they prefer in their language. It's important to make it clear that you're seeking their data with the intention to contact them in accordance with GDPR.
Why not create a paywall?
Like all other decisions there are pros and cons to gating content. 'Hiding' content behind a paywall means that the content is not visible to the Google crawling algorithm. If you don't plan it well the paywall could have a significant impact on your Search Engine Optimization (SEO) initiatives, which is the primary way for users to locate your website. That's why it's never recommended to block or restrict all of your content.
Additionally, for consumers to make a decision to pay for their purchases you must convince them to invest in you and that trust is earned by people who are engaged in your posts. Be generous and share some of your most loved and (popular) contents publicly and for free; this helps to build confidence from readers.
When should you use a paywall?
There needs to have a proper balance between giving away content at no cost and what you can place behind a paywall. The process of finding this balance is about the hardest and most crucial thing for anyone looking to make money from their work.
Our clients and prospective customers often ask us "How much content should I place behind a paywall?" but it's better to consider which contents should be protected instead of the amount. To decide which content should be gated it is important to consider a couple of important questions:
What is your goal? When creating a blog, article or podcast, think about what is the (primary) objective of that piece of material. Are you looking to increase the visibility of your brand, as well as establishing yourself as an authority within your field? Do you want to make / earn money from the material? Are you trying to build your database (often known as 'generating leads')? These questions can help you decide what information you need to restrict or gate.
Who is your competition? There's not much point asking customers to purchase things if they could get the same thing for free! While researching your next piece of content look up if related content from the same industry or topic is easily and freely available. It's not a problem to create more content on the same subject, but as with all content it is important to make sure your audience is gaining an advantage that the others do not have - it might include a first-hand experience or a unique perspective that no other source can provide.
Do you have enough to the value? If your content isn't adding value to the people who read it, then it shouldn't be censored. The content you offer must be unique and provide content that can't be found in other places or be in a format with a high production value'. For example, longer articles like in-depth analysis or ebooks, downloads, etc. are suited to gated/paywalled content, while shorter content like blog posts of 1,000 words or less generally work better as free or untagged content.
Where to build 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. Go back to the metaphor of the gate in the garden: if you want guests to come to a certain area within your garden (perhaps an area within your garden), it's better to allow them to visit just a little bit of your garden to engage them, after which you can show them the area that they need the key for.
It is then possible to sell a ticket for the private space. If you do this, you would build the 'gate' after guests have experienced some of the gardens that are open to public, but it's not directly at the gate to your property.
In the world of digital content, the equivalent is to let a visitor go through a couple of paragraphs of your content before the gate/paywall becomes activated. The reader will be already interested in the tale and is more likely to divulge their personal information or buy an annual subscription to continue reading.
How to gate content behind a paywall
There are other platforms that can help you 'build the gate'. Instead of giving you an exhaustive list but instead, let us stick with the things we've learned about: gatekeeping content on WordPress. Below are some popular WordPress plugins that can assist you in gating your content:
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