You want to use content to capture leads, but the thought of a PDF you worked hard on collecting digital dust on a desktop crushes your soul a bit. That's the gated content conundrum. Gated content is content that you lock behind a signup form so that people need to give you something (usually their email address) before they get to see it. It can be used to drive traffic and expand reach, or drive conversions and increase engagement. However, it comes with pros and cons, such as the fact that it won't work for SEO, and if the topic uses an important keyword that you aren't ranking for yet, consider creating content that Google can find. If your top priority is traffic, gated content won't work. To make gated content worth trading an email address for, give the landing page attention it deserves by optimizing keywords, A/B testing design and copy, and keeping focus on the gated content. Think beyond the PDF format, using alternative formats such as secret landing pages, exclusive access, video series, or templates. Bigger isn't always better, so follow self-editing principles to cut unnecessary fluff. Finally, make sure the content you offer is excellent, with easy navigation and instructions on how to use the information.