Lead magnets are a great way to draw in leads. The name gives it away a little.
The problem with lead magnets is how much time they take to create, especially when you get into whole new realms like podcasting.
Here’s the trick: you can take the content you already have and repurpose it into all sorts of different lead magnets.
The Best Lead Magnet Ideas for B2B Marketing in 2020
First of all, what is a lead magnet, anyway?
In a nutshell, it’s a resource that you provide in exchange for a contact’s information such as their email address. This usually means it’s gated behind a form.
The idea is that your lead magnet is a valuable resource, and it’s worth it for your prospective lead to give up their contact information to get access to it.
So how can you repurpose content you already have into lead magnets? Let’s look at a few options.
Create an eBook
An eBook is an excellent way to repurpose some of your blog content. Comb through your blog and pick out a handful of posts on related topics, and compile them into an eBook on that subject.
For example, let’s say your company provides SEO services. You might go through your blog and pick out these posts:
- How to keep your backlink profile clean
- White hat strategies for backlink building
- How effective is guest posting for link building
- How to create content that gets shared
Consolidate them into an eBook called “The Backlink Primer”, format them nicely, and presto – you’ve got an eBook ready to be placed behind a form on your site!
This sort of eBook makes an excellent lead magnet, because it covers one entire topic quickly and easily. That’s valuable information – especially because they can download it and save it somewhere and keep referring to it.
Incentivize with Bonus Content
One potential issue with an eBook is that it’s essentially blog posts that are publicly available, just organized in one document. People don’t get anything they couldn’t get just by going to your blog.
So spiff it up with some additional content that isn’t available in the public version. If you have a particular blog post that’s popular, create a PDF version of that post and include some extra content. That might be a bonus infographic, additional tips, or anything else that makes it worth handing over their information.
Don’t forget to actually tell people what’s in the special, opt-in version of your post! The incentive doesn’t work if they don’t know it’s there.
Checklists Make Great Magnets
Your number one goal for a lead magnet (besides magnetizing leads) should be the make people’s life easier. That’s what really attracts those leads, because people love genuinely helpful content.
Checklists do exactly that. A good checklist allows someone to stop trying to remember all the details about a particular task.
Continuing with our SEO services example, you could create an excellent “The Complete Blog Post SEO Checklist” with everything readers need to do to maximize their next blog post’s SEO.
Checklists have the added benefit of being very easy to make. You don’t need to write tons of content – just pick out the best tips on the topic from your blog, turn them into bullet point form, and lay them out nicely.
Make a Cheat Sheet
This is a similar idea to a checklist, but with a big difference: instead of a bunch of reminders for things to accomplish, your cheat sheet should simply be full of quick tips.
If you create a single-page document that’s full of super-useful tips and tricks that all combine into an effective, powerful strategy, you’ll have a hyper-valuable resource.
Go through your blog (again) and gather all your posts about your cheat-sheet subject. Condense each main point from those posts into a single sentence – two at most – and then lay it out nicely.
Repurpose Guest Posts Too
If you’ve written a bunch of guest posts, that’s valuable content that you don’t actually have on your site. After all, Google checks for duplicate content across sites, so there’s no benefit to reposting a guest blog on your own site as well – you’ll just get smacked with a penalty.
You can still use that content as a lead magnet though! Put it together in an eBook like we talked about earlier.
Since it’s in an external document, gated behind a form, Google won’t penalize you for duplicate content.
Use Case Studies
Case studies are some of the best lead magnets around. If you’ve previously written about a particularly successful customer on your blog, great – go ahead and repurpose that into a case study PDF.
If not, it’s definitely worth doing. They make for amazing social proof, particularly if the customer in question is similar to your prospect’s own business. Nothing says “we’re worth looking into” better than a proven runaway success with a very similar company.
Format Your Magnets Nicely
A nice design goes a long way. It absolutely pays to spend a bit of extra time making sure your lead magnet documents are beautiful and easily readable.
It’s a good opportunity to introduce people to your brand’s style and feel, as well. If you come across as friendly, knowledgeable and professional while you’re providing a super-valuable resource, that leaves a very good impression on your reader.