Apr
21
There is a long time debate around the issue of password protection on a white paper.
Lead generation specialists will tell you you should include a password on the white paper. They claim there is no other way to gather contact information. On the other hand, New Marketers claim content is essentially free, and a password will cause many people to move on to other sources of information, namely your competition.
The answer is not straightforward. In many situations, the answer depends on a variety of things. There is no single right or wrong method that works for all companies.
Here are some things to consider:
(1) Is the white paper part of a thought leadership campaign?
(2) Is the paper ultimately focused on your product or service?
(3) Have your competitors released similar papers?
(4) Will this be released on a website or broad mailing list?
(5) Does the paper contain confidential information or trade secrets?
If you answered ‘Yes’ to all of the questions except #5, then there is a good chance you should NOT protect it with a password. Use some other kind of lead generation mechanism.
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