Please note: This was originally published on LinkedIn June 9, 2015
I was researching your product and company this morning... so I went to your website. How did I get there? I don't remember. It may have been an ad on a Google search, a LinkedIn post or some other ad I clicked through... who knows?
Your website looks nice, modern and has good colors. The page loaded fast enough. At least it's not a cheap looking site with 2013 menus. Professional or better..that's probably the label. It does kinda draw me in. I think I may have seen that group of 5 people talking about something around a table somewhere else, but no matter.
I wanted to learn more about your company and your products and it is too early to call you up so after looking over your home page, I clicked on your resources tab. I think I felt something tracking my eyeballs... probably allergies.
Ok, some whitepapers, datasheets, a couple of videos. Not a library of information but it might answer some of my initial questions. I saw a whitepaper icon with a headline and a description that looked promising. I clicked on the icon.
I was then prompted to fill out a form with my first name, last name, company and industry. I'm not even sure what this whitepaper is or that I want it that badly but I guess you can't get something for nothing and the invite page looks tidy enough.
Most of the time I wouldn't bother filling out a form and downloading but the title and summary looked promising. I downloaded and opened that bugger up.
I get a title page followed by 3 pages of text and a cartoon graphic.
This might help explain why 71% of buyers have been disappointed by content.
Buyers are interested in your company and your products.
Provide useful information upfront
Allow your prospects to download the detailed information to help them in their buyer's journey.
Ungate more useful content & purge the crap... it's not worth the pdf count.
They'll want you to contact them... I would.