Gated and paid content, an overview

The term "gated content" was unfamiliar to me, but not the underlying concept. It is content that is partially visible and for which you make a transaction, with personal data or money, to read or experience it.

Gated and paid content, an overview
Open or closed, free or paid. Gated content and paywalls.

If you are interested in gated content and paywalls, you have come to the right place. I explain the differences through daily examples from an internet user.

Personal data for exclusive content

Gated content can be a lead magnet that lets you read some text and where you hand over personal data to read more. It is a one-time transaction and in return for participating you might get an e-book, extra chapter or access to the full article.

After the exchange, you are usually on a mailing list. Furthermore, the privacy law (GDPR) prohibits this method of working, but not if you also give express permission to be on the mailing list in addition to the offer.

Bonus chapter after providing personal data.

Content gating and different types of membership and payment

In addition to the one-off transaction with personal data, there are websites where you are asked to pay for further reading or to take out a digital subscription. You often see this in newspapers, magazines, and blogs.

A pay wall is a mechanism to charge for your content. There are several forms of a pay wall and I will briefly explain the soft, the metered and the hard pay wall.

Soft paywall

With a soft payment wall, it is possible to view content. Typically, a premium model is used where certain articles are free and others require a free registration or paid digital subscription.

With a free membership, you view content and participate in the community, for example by commenting. It is advantageous for the publisher because segmentation can take place and readers can be approached via e-mail for offers or new content.

Furthermore, non-paying members might see advertisements and paying members do not (freemium).

Soft paywall, CNBC website. Free news and premium articles. 

Metered Paywall

Other media give you some articles for free. So, for example, you can read five articles a month and if you purchase more, you will see the pay wall. The professional term for this is "metered paywall".

This is a widely used form among news publishers and platforms.

Metered paywall, Washington Post. Four free articles. 

Hard paywall

With a hard paywall, access is only granted after payment.

Durable hard payment walls are rare and are usually used by publishers who already dominate their market, target a niche audience or add significant value with their content.

The Wall Street Journal website has a hard pay wall.

Gated content and search engines

Protecting content by gating naturally has an impact on search engines. If the content is totally protected, it cannot be accessed by search engine crawlers and will not appear in search engines.

Pay-gated or paywalled content and Google Search

What often happens, as a solution, is that content is visible to search engines, but that a kind of screen is erected in browsers that is difficult to circumvent. This also means that the screen can be bypassed with special online tools such as

NFT gated content. A new development in "gated content" is that purchase and access are arranged through NFTs.