STICKY CONTENT CAPTURES CONTACTS.

Sticky content is a class of content object that is available to website visitors only after providing their contact details. Examples of sticky content include:

• technical paper
• white paper
• movie
• product configurator
• business case calculator
• automatic quote generator
• product demonstration
• registrations for a webinar
• registrations for a seminar

Sticky content can be an important source of contact details of persons interested in what you have to offer. At one of our software clients, this represented 20% of all visitors and roughly half of all early stage leads.

All content is not sticky content.

PDF brochures, press releases, industry glossaries, for example are not sticky content. That's because visitors are NOT likely to leave their names behind to read them. Besides, you still need some content for Google to capture and analyze.

The idea is to create and promote a reason for those interested in learning more about your topic area to leave their contact information behind. This has the benefit of letting the prospect invest personal equity in the transaction with your company. This helps with retention and brand awareness. The downloaded PDF is a source of content that lingers on people's hard drives, to be reviewed - perhaps by Google Desktop - long after the visitor has forgotten her visit to your site. Even so, a positive experience with your site and the sticky content, tends to influence visitors strongly, projecting your company as a thought leader.

Of course, once you have people's contact information you may choose to call them, asking if they found what they wanted, have a project underway for [keyword], or asking for their feedback on your website.