They asked vendors and users what content would prompt them to register on a website. White papers came up number one for both audiences. White papers ranked number one for users at 79%, case studies were next at 62%, analyst report was third at 56%, product literature was fourth at 45% and a demo was fifth at 38%.

From a vendor perspective white papers were number one at 82%, webcasts were number two at 77%, demos were three at 64%, analyst reports were fourth at 59% and case studies were last at 44%.

The study was conducted in April 2007 by MarketingSherpa and KnowledgeStorm. They asked 427 marketers and 2,394 content users registered in KnowledgeStorms database questions about how they distributed and access online content, as well is what factors influence their decision to register to get it.