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Content converts. We know this because it’s our business.

But not all content is created equally, so a marketing communications strategy must be developed to build your email lists. This strategy includes lead magnets within programs, events, and dedicated marketing tactics.

When building your marketing communication plans, it’s essential to ensure that conversion from awareness to action is part of the strategy. And one of the best ways to do that is to understand the different types of lead magnets that convert for your content and company.

Here is a list of seven ROI-positive content-led lead magnets that can work for your business:

1. eBooks

If your business has lots of content, maybe you should consider creating an eBook or two to attract new email subscribers and clients.

eBooks continue to grow in popularity to generate new leads. Because of the nature of an eBook, your company can provide educational and purposeful content that can be shared with the recipient’s peer community. They are also a great way to build credibility and be seen as a thought leader on a particular topic. 

“eBooks are a great way to repurpose existing content. And for companies with deep content pools, we can create multiple eBooks, each with a specific theme and audience, making them an efficient use of lead-generating marketing budgets.” – David L

2. Checklists + Surveys

People are fascinated with checklists and surveys. Whether it’s our desire to be and stay organized or our curious nature, these are two lead magnets rarely passed up.

Checklists are one of the easiest ways to get an email and can also be used to learn more about who is signing up for your emails. For example, a person who signs up for a checklist of features they are looking for in a new (not used) vehicle tells you they are seeking a never-used car that will probably include some additional features. This is valuable information if your company follows the lead magnet with a targeted offer.

Online surveys provide an incredible opportunity to learn about prospects that have expressly given you consent to deliver your content right to their email address – and in real-time!

Online surveys allow your company to solve a challenge or confirm a hypothesis. Using the new car checklist as an example, an online survey can ask potential customers what color car they prefer, what engine they seek, and even if they are interested in future features in beta. Within minutes your company can learn what people are seeking from you, making it easy to deliver targeted communications to them right from the start of your email relationship.

Surveys and checklists are also highly shareable pieces of content, which can result in increased subscriptions with no additional effort or budget on your part!

3. Demos + Webinars

Do you have great video content – product/tech demos, past webinars or even conference presentations – that can be used as lead magnets?

Video continues to be a successful lead magnet as people seek increased visual content through short videos and how-to demonstrations. 

Consider editing recorded Zoom presentations from the last two years to provide bite-sized pieces of content that build your email list.

If you want your lead magnet to create a one-on-one interaction, consider a lead magnet that requests an email in exchange for a scheduled demo with your team. These lead magnets work great as embedded content on your site, as a pop-up or within a landing page.

4. Data & Research Infographics

Many of our clients have deep pools of data and research they have conducted over the years, making for excellent lead magnet content – especially when shared as an infographic.

Like the eBook lead magnet, data and research your company has collected and curated builds your company’s credibility and presents you as a thought leader on a particular topic. 

And sharing content in an infographic is excellent to showcase your branding in a fun and creative way.

5. Content Series

Once again, this lead magnet works well if you have a lot of content or are building a robust content library.

A content series is a multi-part series of emails sent to a person who specifically opted in to receive the series. These emails are dedicated to a particular topic or offer and require the person to opt-in to regular marketing emails. 

Content series emails are incredibly effective around holidays or pop-culture trends. For example, Microsoft’s campaign: 12 Days. 12 Faves. As this campaign has grown in popularity, Microsoft now keeps the landing page up all year with alternative offers and the ability to subscribe to their regular marketing email.

6. Blogs

Blogs are an excellent investment for your company for many reasons, including building your email lists.

Blogs allow your company and employees the opportunity to express ideas and share innovation in a way that is more relatable to your audience. This is because blogs tend to be shorter in length, highlight salient points of interest and are usually written in a friendly, not intrusive manner. 

Consistent blogging can increase your search engine ranking*, increasing your page placement/position within Google and Bing.

People sign up for blog content from companies and people with similar interests. So having the ability to share a new blog post weekly places your company in peoples’ Inboxes every week. And that is where you want to be.

7. Events

Whether your event is free or requires an investment on behalf of the attendee, events are the easiest way to build your email subscriptions for obvious reasons – people register using their email.

“If you want to attend the event we’re hosting, we need a way to contact you with the event details and your event ticket. It’s that simple.” – Lisa P.

Lead magnets are used by businesses of all sizes now, and the type of content that attracts people to your email list varies. So, when building your marketing communications strategy, it’s essential to include a specific section for creating lead magnets (as well as make sure they are added to other marketing programs like your events, blog calendar, etc.).

Content that converts a prospect into a client is a valuable asset for your company. So, don’t let it sit unused. Share it. 


*Many factors can increase your Google page ranking; this is just one.

To learn more about content that converts, check out these blogs:

Email marketing vs. social media

Infographics – a necessary part of your content strategy