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Getting Heard

February 16, 2010 11:50:04.819

David Meerman Scott makes a great point about content:

Just say NO to squeezing your buyers, I say. When you give away valuable content with no registration, you are adding to your brand bank account, making your brand more valuable.

There are a virtually infinite number of messages coming at all of us, all the time. If someone comes to your site, interested in your product, why do you want to make it harder? Getting people's attention is hard; forcing someone who's been attracted to you to jump through hoops is just a bad idea. Registration forms for things like video, white papers (etc) - those are hoops. Putting them up just means less attention. Is that what you really want?

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posted by James Robertson

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