I’m wrestling with this question on a site redesign project that we are working on. The client has co-authored a highly technical but a solution driven white paper. It is definitely a great resource for generating high-quality leads from their site. Should we put this valuable content behind a short registration form or make it freely available?
With the first option, we capture qualified leads but run the risk of losing some because of the extra step required. Setting it free would mean waiting for the interested party to contact the client. No doubt, it would be a warmer lead but would result in a wait and see approach.
I Googled my dilemma and came up with several posts on both sides of the argument. Here are a few of them:
- Should You Require Registration for Web Content? By Howard Sewell
- MarketingSherpa Business Technology Marketing Presentation 2007
- Set your content free to get more leads By Marc Osofsky
- Set Your Content Free By John Whiteside
What are you doing with your content?