Mythic has announced that they have added new gear rewards to offer incentives for guilds to take and hold a keep.
To complement our recent improvements of zone capture rewards we have implemented more incentives for a Guild to successfully capture and hold a Keep.
Guilds that successfully hold a Tier 4 Keep through a zone capture will now have a Gold Bag containing Annihilator armor rewards mailed to the Guild Master. Each successive zone capture within the same pairing will result in another Gold Bag being mailed to the Guild Master. The Guild Master may then distribute the Gold Bag(s) to his or her guild members. Guilds that hold a Tier 4 Keep in a pairing whose Fortress is successfully conquered by their realm will then receive a Gold Bag containing Conqueror armor rewards. This Gold Bag is also tradable to guild members.
Read more here.