It’s a perennial debate: give your content away with no registration (web form), or force people to give you their details to get the goodies. Both arguments are compelling.
We tend to use a mix. Lots of free stuff but big, meaty, high-value pieces merit a web form. We decided to put our recent Content Marketing Workbook behind a web form (asking for name, company and email address) and we’ve had nearly 500 downloads so far. We thought about testing a page without the form and comparing bounce rates but in the end, decided to keep it simple this time.
Asking for a few details has given us valuable insight into who’s downloading and it’s building our database (people can opt out from our “Thanks for downloading” message). But we recognise that it will drive some people away.
Like this guy (received today):
Can’t win ‘em all.