It makes sense that unique content and research is more highly sought after. We’re more likely to trade our details for something which we’re sure we won’t be able to find elsewhere, and which will help us solve a particular problem.
That means that gating is less likely to be successful in top-of-the-funnel content, which is published frequently and easier to create. This includes content like blogs, case studies, and infographics – unless they contain original research.
"Infographics and case studies are less likely to be gated, but over 90% of B2B marketers find them useful to increase brand awareness and demonstrate results among existing leads" - The Scoop.
Gating is more successful in middle-of-the-funnel content, which is rarer and harder to put together, like whitepapers, ebooks, and webinars. Ultimately, if your content includes data or information which is original and sought-after, people are going to be happy to trade their details for access.