Right now there’s a pretty good debate going on about whether it’s a good idea to have open content on your company web site or keep it under lock and key (i.e. those pesky registration forms.) I know there are pros and cons to both sides, but I wanted to add one comment on it from a PR perspective.
As a journalist the more information I can find a company web site the more I can utilize to help me decide if I want to write about the company, if there is someone at the company who can serve as an expert spokesperson for a story, if there are stats or surveys the company has done that I can use to boost my story.
So if I’m trying to read one of your white papers, and I have to give you all my registration information and by doing that I’m going to get a sales call, I’ll probably pass. I know lead registration is important but there should be a balance in how much content you’re willing to share as well. Brian Caroll, CEO of InTouch and author of “Lead Generation for the Complex Sale” talks about companies being more open to sharing their content without requiring registration, on his blog and I agree with him!
And on the non-PR aspect of Lead Generation, I also recommend you read the interview I did with him about his latest book on the Must Read Business Books Blog. And hit this link to download his complementary e-book “Start With A Lead”.