Documentation marketing: how opening up docs turned into 60% of the sales funnel at WooThemes

Warren Holmes is the Chief Information Officer at WooThemes. He tells a story on his personal blog how WooThemes opened up their documentation site from behind the paywall, and now that site is the referrer for 60% of their revenue. It’s pretty amazing what a happy accident that must be.

I’ve always been an advocate of open documentation, but having a use case to back up what I thought might be true is awesome. So, for those of you who have paywalled your documentation, would you now consider opening it up?