As conversion-driven marketers, we’re always on the lookout for ways to improve the results of our campaigns.
Most of us follow the accepted practice of putting high-value content — usually an ebook or training series — behind an opt-in form on a landing page.
But not everyone accepts this as best practice. Some marketers, such as David Meerman Scott, believe content should be freely accessible because it results in more downloads and better brand perception. [...]