Think hard now…when was the last time you saw some valuable content on the web and decided to download?
You said to yourself, “Man, that looks like great information…just what I was looking for.”
Then you hit the download button and changed your mind because you had to give up your name & e-mail address. You thought, “The content looks great, but I don’t want to open myself up for more harassment.”
If you are like me, you harbored some lingering pangs of distrust towards the company that offered up the content…for “free”.
Research demonstrates that 90% of web-users will ignore the sign-up page for fear of getting peppered with more email. It seems the whole privacy/data collection issue is top-of-mind for consumers.
For those of you that follow this blog you know that I am a huge proponent of marketing automation platforms like HubSpot. All marketing automation platforms make their living…sort of speak…by exchanging personal data for “gated” content. Using forms to gather more information about an interested prospect has been the virtual foundation of most of these marketing automation platforms. Information gathered from forms is the currency many of these platforms promote as “lead generation” and the best way to cost-justify the additional expense of marketing automation.
Now, however, after much thought and research I am leaning towards ungating content as common practice…as I have done on my own page. (If you download some of my work…enjoy!)
But…like a good economist, “It depends” or “on the other hand”