What does being in a "content" mean to you?
Perhaps the word remind's you of fresh topic ideas or your company story, advertising journal content or essential product information, podcasts, Facebook or Twitter content and researched content about your business or product offering.
A big part of building a strong content strategy is experimenting with new types of content. Your audience may love your podcasts, but that doesn't mean that's the only thing you should create. Fresh content types can expand your reach and attract more, and possibly even better leads.
Here we illustrate 20 ideas in generating lead magnets which you can use on your website landing page to help you collect new leads.
Ebooks are a favourite type of offer used to generate leads, educate customers and prospects, and gain credibility in your industry. But they can take the time to become a reality, so be sure to choose a topic that will help a prospect go from downloading your ebook to having a productive conversation with a member of your sales team.
Your audience or user may also be excited to fill out a form in exchange for a video course or tutorial. It's up to you whether to produce, shoot, and edit the video in-house or hire a professional. You can hold the course live, or post a recording. Either way, ask participants to share their email address in exchange for the tutorial, so you can send them an email with the video recording that they can access forever.
Lynda, LinkedIn's learning platform, does that well with its course previews. Users can watch the first minute of a lesson, and when that preview is over, a prompt appears to start a free trial.
Sometimes, your prospects will want to try out your product or service before deciding whether they're a good fit. That's a good thing as you want to grow your customers base that is convinced and loyal, product or service adoption by your target market goes along way in generating a loyal customer base.
That's why it can be helpful to provide a free trial of your product or service with no risk, no obligation, and no credit card required, the only thing the prospect needs to do is fill out a form.
If visitors are ready to learn more about your product or service, make it easy for them to schedule a demo with your team. You can place demo call-to-action buttons on the main pages of your website, including your home page.
These were particularly valuable on sections of your site that explain the different features and benefits of your product or service. Once your user's interest is piqued, make it seamless to schedule a demo.
People love competitions. They can teach you a lot about your audience while engaging them, growing your reach, driving traffic to your website and generating leads. You can run competitions on your site, or on virtually any social media platform, including Facebook, Twitter, Pinterest, and Instagram. They can be as simple as you like or as complicated as you like.
6) Cheat Sheets
Cheat sheets is a short, concise offer that someone might bookmark for future reference. Think of them as comprehensive guides to terms, commands, symbols, your industry jargon or other things that could be formatted for quick reference, which means clear headers and not too much detail, the more visual, the better.
Checklists are another type of short offer that you could put on a landing page, which readers can print out or download to their desktops. Include clear headers, colorful design, and keep copy brief.
8) Email Series
An email series is a multi-part series of emails sent to an individual who specifically opted in to receive them. It's different from an email subscription it has a finite number of emails sent.
These programs are especially popular around the holidays when many brands do themed promotions.
9) Email Subscriptions
Business blogging not only drives more traffic to your website, but it also can become a primary source for lead generation down the road. But how can you convert blog readers into leads?
First, turn them into dedicated subscribers by simply asking for their email address in exchange for sending them new blog posts daily, weekly, or monthly. Make it easy for them to subscribe by including a one-step form on your blog.
Guides come in many shapes and sizes. There are "ultimate guides," which are long, in-depth, and usually include detailed explanations, screenshots, and step-by-step instructions. Then, there are "simple guides," which are shorter and much more concise. There are also tactical guides, pocket guides, introductory guides and advanced guides and....and.....and......
What'scommon? They are all tutorials, and many of them include step-by-step instructions.
Kits are pieces of content grouped together into one offer. They're great for repurposing existing content by aggregating multiple offers on similar topics into a cohesive collection. For example, HubSpot offers an Inbound Marketing Kit that includes an interactive presentation, a report that includes original data and research, and glossary.
But this content also works well with things like media kits. Not only are you providing a user with more information and media about your company, but you're also offering it in exchange for contact information.
12) Original Data & Research
Data and metrics are have become especially valuable as many fields become more data-intensive. If your team has the bandwidth, original and data-heavy industry reports can build authority and trust with your audience. The trade-off is that curating them takes a lot of time, resources, and expertise.
One of the least expensive ways to curate original data and research is to conduct a survey among your subscribers, leads, customers, and industry professionals. Then, share the results in the form of a downloadable report, study, or infographic.
Original data and research Annual reports are similar to original data and research, though they usually focus on information pertaining to a specific organization, rather an industry at-large. And while these reports are often written with the intended audience of shareholders, they can actually be helpful resources for a number of users, like potential non-profit donors or members of the press.
Podcasts can build an audience and establish your brand as a source of expertise, while also showing off your company's personality. They put a voice to your brand, so to speak. And creating one can even be relatively low-budget, all you need is a decent microphone and a smart host who can keep your audience listening in each time a new one is released.
When it comes to using a podcast for lead generation, one of the best ways to do that is to ask your listeners to subscribe to updates about it. Subscribing to a podcast alone is already easy to do through apps that don't ask for contact information, like iTunes. Offering the "latest news" subscription, you can keep your audience up to date on related information like industry trends.
14) SlideShare Presentations
SlideShares, like blog posts, are great for traffic, some marketers choose to share them without hiding them behind a form. But that doesn't mean you can't offer a download of your SlideShare in exchange for some information. If your SlideShare is good enough, it can be a low-effort way to convert readers into leads.
Templates are great offers because they provide readers with a backbone for creating original things on their own. Templates often take different forms, calendars, worksheets, and other outlines can all benefit different audiences in the form of a template.
Holding a happy hour at your office, a meet-and-greet at a local eatery, or a conference in your city? Whatever your event, ask attendees for their information so you can send or email their tickets ahead of time and have an ID badge waiting for them upon arrival.
Interactive tools can be difficult and time-consuming to create, but if they're actually helpful for your audience, the payoff is often worth it.
Take HubSpot's Marketing Grader, for example. The landing page form below is simple and only requires a website URL and email address. The feedback that the marketer gets from this tool is worth a lot.
18) Free apps
Who says a free product doesn't earn business? They're a great opportunity for lead generation. Try giving out free versions of your product or service it can be lighter or have fewer features than the full-blown version with no risk, no obligation, and no credit card required. The only thing they need to do is fill out a form.
A webinar is a useful content format for introducing prospects to thought leadership around your industry, and it establishes you as an expert in the discussion. A successful webinar takes a lot of work especially in planning and promoting it but with the right strategy; it can be an excellent way to generate high-quality leads.
Here's one that Sprout Social did about Instagram with a special guest. The registration page is relatively straightforward in design, but still, has enough information about the webinar leaders to pique the interest of prospective attendees.
Whitepapers are more academic and persuasive reports. They're structured to present a problem, then provide a solution to it. People download them because they are authoritative, detailed, and informative. And since every audience could use a good hold on their particular industry details, whitepapers can be quite valuable to them.
The cool thing about whitepapers is that they can be created around almost any industry.
From ebooks to apps, to templates, each type of content you put on a landing page has a particular job. By experimenting with different kinds of offers, you can observe which ones resonate with your audience and convert the most leads. Of course, you can always do more of what works but never get too comfortable keep your audience alert and intrigued with new topics and formats that are groundbreaking, but relevant.
What other types of offers have you put behind a landing page form? Share with us in the comments below.