Gated content is an unnecessary hurdle

Gated content is an unnecessary hurdle; it prevents those interested in the content from easy access, and puts those few left on a rollercoaster of anticipation that pretty much always ends in disappointment.

Here’s how it goes:

1. Read alluring preamble above the online form required to get the full content.
2. Verify consent to a very high probability of getting spammed.
3. Assume I will most certainly get spammed in the future with useless newsletters.
4. Enter fake name and company name and actual email address with a “+spam” suffix, or Spamgourmet email address, just in case.
5. Receive e-mail letting me know I have been subscribed to some mailing list that allegedly provides numerous benefits, plus giving me a link to the gated content.
6. Click on “unsubscribe” in the email.
7. Click on “Report Spam” within Gmail, for good measure.
8. Click on link to access allegedly high-value content.
9. Realize content is actually thinly-veiled advertisement, which was to be expected.

Step back and realize that gating the content just added numerous clicks to the UX while reducing its reach, while leaving you, the user, with mild disappointment as the parting gift.

Amazingly effective online marketing, this is probably not.