Let’s be real. The task of filling out an online form sucks. No one likes doing it. But asking a user for their contact information in exchange for the helpful content is one of the necessities of proper lead generation and nurturing. It’s important to keep in mind though which persona the content is for and what stage of the sales funnel this person is at. This will dictate the amount of information that you need to ask for.
Let’s say for example that you’re offering downloadable instructions on how to remove porcupine quills from your American Bulldog. This content is typically going to be for users who need someone that can help solve their immediate and urgent problem – so asking for a phone number, blood type and favourite ninja turtle might be a bit extreme for an introductory offer.