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A Better Way to Deliver Thought Leadership
Global Crossing recently enhanced its web presence, including the IP Knowledge Center (IPKC). The IPKC houses our library of rich media including white papers, solution briefs, position papers, customer videos, and webinars.
As marketers we have struggled with the age old conundrum – give away the content for free or require visitors to register first. Many pundits suggest giving it away as a prerequisite for piquing prospective interest, while others hold fast to the theory of lead capture and metrics.
We have found a rather simple and elegant compromise to this conundrum. We “discovered” a solution provided by issuu™. They are a web based entity describing their self as follows:
“Issuu is a Living Library for individuals, publishers and businesses. It's free and open for everyone, who publish and share the web's best publications.”
This publishing solution allows IPKC visitors to preview any of our papers without registering or signing in. This tool enables the reader to flip the pages forward or backwards and jump to any page of interest. This accomplishes the objective of creating the interest in our point of view and showcasing our knowledge and expertise on a variety of subjects in a “commitment free” environment.
A registration and sign-in are required only if the visitor wants to download the document for future reference or sharing with colleagues. We provide an opt-in if the visitor wants to be added to our newsletter distribution or wants to be contacted by a sales representative. This still protects the IPKC member from any unsolicited email or contact, so in reality there is no commitment, but in today’s environment, few of us really want to risk being pursued by unrelenting sales folks.
Ideally a visitor to the IP Knowledge Center finds value in our Thinking Ahead propositions and proceeds to connect with us on their own terms.
Visit our IP Knowledge Center to view all of our white papers and solution briefs without having to register on our site.
How do other marketers protect or give away such kinds of assets?
