How can users in Pardot create a gated content offer?

Creating a gated content offer is primarily accomplished through the use of forms and landing pages within Pardot. This approach involves enticing potential leads with valuable content, such as eBooks, whitepapers, or exclusive resources, while requiring them to fill out a form to access that content.

When a user visits a landing page that features the gated offer, they encounter a form that collects their information, such as name, email address, and possibly other qualifying details. Once they submit the form, they can access the content, which simultaneously adds their information to the Pardot database for future marketing efforts. This method effectively captures leads and is essential for nurturing potential customers through the sales funnel.

In contrast, the other strategies listed do not inherently create gated content. Paid advertising can drive traffic to offers but does not provide the mechanism to gate content. Social media promotion can spread awareness but does not facilitate the actual content gating process. Sending bulk emails can inform recipients about offers but does not collect leads through a form submission tied to the content itself. The combination of forms and landing pages assures both content delivery and lead generation.