In an era where content is king, LinkedIn is taking a bold leap with its newest ad format, harnessing the power of exclusivity. Imagine a world where content is not just freely accessible, but a treasure locked away, creating a sense of intrigue and value. This is what LinkedIn’s ‘Lockable Articles’ offer – a gateway to an exclusive content experience.
The Psychology of Exclusivity
Inspired by Christian Mikunda’s concept of “The Magic of the Forbidden Place,” LinkedIn’s ‘Lockable Articles’ play on a fundamental human psychology: if it’s locked, it’s valuable. Consider this: an unlocked house might not pique your interest, but a locked safe? That’s a different story. It’s about creating an aura of mystery and value around your content, something that was effectively leveraged by the old “content locker plugin” for WordPress.
A Proven Strategy with a Modern Twist
I’ve personally witnessed the power of this strategy. Back in 2010, I used a similar tactic to gather over 10,000 subscribers. This approach isn’t just about gating content; it’s about offering something so valuable that your audience feels compelled to unlock it.
How Does It Work?
- Post an Article with an Unlock Option: Companies can post articles that tantalize readers with the promise of more.
- User Engagement: To access the content, users provide their information.
- Data Collection: This information is then collated and made available to the campaign manager in a CSV file.
The Key to Effective Lockable Content
As this feature rolls out to company pages and eventually personal accounts, the real challenge lies in the quality of the locked content. It’s not enough to simply have a budget; the content behind that lock must be extraordinary. It’s about crafting narratives that make your audience say “WOW!” after opting in. Such high-level engagement is a game-changer for long-term conversion rates.
Is Your Content Worthy of Being Locked Away?
The real question isn’t just whether this format will diversify our feeds. It’s a challenge to companies to evaluate whether their corporate content has enough value to be deemed ‘lock-worthy.’ This innovation isn’t just a feature; it’s a call to elevate our content game.