A Permission Asset is a piece of content that is served to the user only after they provide some information. For example, a website visitor may be required to provide an email address before they get a detailed report.
Permission assets are often referred to as “gated content” or the practice may be called “content gating.”
An email newsletter with editorial content (that is an email newsletter that IS NOT overtly sales-oriented) is the classic example of a permission asset.
Benefits of Permission Assets
- You gain information about the audience that accessed the content.
For example, you can get their name, business name, zip code, gender, interests, or other information that helps you identify the type of people who are interested in this content.
- Perceived value is increased.
Typically users will see content as having more value if they are required to give you something for it, even if it’s simply contact information or filling out a survey.
- Generate leads.
If you require an email address or phone number you now have a prospect list for your sales team to follow up with.
- Define a market.
By gaining more detailed information about who is consuming your content you can define the market for that content and the services or products associated with it.
Drawbacks of using Permission Assets
- Smaller audience.
The requirement for jumping through a hoop will discourage some people from accessing your content.
- Fewer outreach possibilities.
Most partners and websites view permission assets as “marketing material” and may be less likely to share it or link to it.
- Negative brand perception.
Folks are used to getting something for nothing. If you are requiring information for content it could impact your brand negatively. (That’s why it’s important that the content be GOOD.)