With so many different things vying for your audience’s attention today, it’s hard to create something that stands out. The right downloadable content or lead magnet can help you start a relationship with a potential customer or client, but only if your content is actually helpful and engaging. To help this process, we’ve built a list of creative downloadables to engage your leads, and hopefully start a conversation.
42 Creative Downloadables to Engage Your Leads
First of all, what do we mean when we refer to a downloadable or lead magnet? Though many different things across the internet can be downloaded, in digital marketing, we’re referring to something more specific. Downloadables or lead magnets are essentially free pieces of content that businesses offer to potential customers in exchange for their contact information or other details. They’re intended to help businesses attract leads and build email lists.
These downloadables can come in various formats such as ebooks, whitepapers, checklists, templates, worksheets, guides, webinars, and much more. They’re designed to provide value to the audience while also serving as a way for businesses to initiate a relationship and nurture leads into customers. Consider where in the content marketing funnel you might place these, and what you’re trying to accomplish with them. This will help you position your downloadable properly.
Types of Downloadables
Before we dive into the list of creative downloadables to engage your leads, let’s consider the different types of downloadables or lead magnets out there. Some are helpful for organization or content creation, such as templates or calendars. Others are fun and light-hearted, like desktop backgrounds or inspirational quotes. Others are based in information-gathering and research, like a guide, case study, or resource list. Some lead magnets are single pieces of content, while others might provide access to several content pieces, or even a library of content.
Many of these downloadables can be customized to suit the character of your business and type of product or service you offer. Consider how you could alter these lead magnets to suit your business, and don’t be afraid to get creative.
Our Executive’s Guide to Launching an Inbound Marketing Strategy is an example of an eBook downloadable.
1. eBook
An eBook is a classic downloadable which is great for discussing a topic in detail. This comprehensive guide on a specific topic might offer in-depth insights and actionable advice.
2. Whitepaper
This authoritative report or guide might present a problem and provide a solution supported by research and data. Consider how you might use original research or work with colleagues to create an informative whitepaper.
3. Checklist
A simple list of steps or items can help your audience accomplish a task or achieve a goal efficiently. This might be organizational, steps in a process, or a group of things to look for before taking an action.
4. Template
Pre-designed documents, spreadsheets, or other resources can give your audience a starting point for their own projects or tasks. This could include anything from an accounting document to an eBook template to a craft project and more.
5. Worksheet
A worksheet is similar to a template, but provides interactive tools that allow your audience to organize information, track progress, or perform calculations related to their goals.
6. Guide
Similar to an eBook, a guide is a detailed manual or handbook that provides step-by-step instructions or advice on how to navigate a particular process or situation. This is generally shorter than an eBook, however, and provides the essential information.
7. Case Study
This would show real-life examples of how your product or service has helped previous customers overcome challenges or achieve success.
8. Webinar
Show live or pre-recorded online seminars or workshops covering specific topics of interest to your audience. Consider featuring expert speakers or demonstrations.
Our webinar about Google Analytics provides important instruction for businesses who are adapting to the new version of the platform.
9. Infographic
These visual representations of data or information presented in a clear and engaging format, can make complex concepts easier to understand.
10. Video Tutorial
Many customers respond better to videos than text. A video tutorial would show recorded demonstrations or walkthroughs showing your audience how to use your product or service effectively.
11. Resource List
Consider what tools, websites, books, or other resources you might collect that can help your audience further their knowledge or reach their goals.
12. Cheat Sheet
You know tricks that your audience doesn’t. Condense this information into summaries or quick reference guides that provide key information or tips on a particular topic.
13. Audio Guide
If your audience responds well to audio, record audio content providing valuable insights, advice, or inspiration that your audience can listen to on-the-go.
14. Quiz or Assessment
Interactive quizzes or assessments can be a fun way to help your audience evaluate their knowledge, skills, or needs related to your industry or offerings.
Quizzes asking about a customers’ wine preference are common for wine clubs and subscription services.
15. Workbook
These structured guides or exercises can accompany your content, allowing your audience to apply what they’ve learned and take actionable steps.
16. Research Report
Similar to a white paper or case study, a research report is a more In-depth analysis or study conducted by your business or industry experts, offering valuable insights and trends.
17. Podcast
A podcast is an audio series featuring discussions, interviews, or storytelling related to topics of interest to your audience. This can be a great way to meet your audience at the top of the content funnel, but it can also be used as a downloadable piece, especially if your podcast is normally only provided to paid customers.
18. Toolkit
Consider what resources, tools, or templates you could package together to provide comprehensive support for a specific need or problem.
19. Mini-Course
Educational materials can be helpful for products or services focused on problem-solving. These short, focused courses may be delivered via email or a learning platform, providing valuable lessons or skills in a series of manageable segments.
20. Quick Start Guide
Getting started can sometimes be the hardest part. Simplified instructions or tips can help your audience get started using your product or service right away.
21. Sample Pack
Consider how you might offer free samples or trials of your product or service which allows your audience to experience its benefits firsthand.
22. Trend Report
Insights into emerging trends, developments, or changes within your industry, can help your audience stay informed and ahead of the curve.
23. Interactive Tool
An interactive tool might include online calculators, quizzes, or other experiences that engage your audience and provide personalized value.
This calculator for braces costs allows customers to put in their information and get important cost assessments in return.
24. Roadmap
Visual guides or timelines outlining the steps or milestones involved in achieving a specific outcome or goal can help your customer move through a complicated process.
25. Testimonials Compilation
A collection of testimonials or reviews from satisfied customers, showcasing social proof can build trust with your audience.
26. Email Course
Similar to the previously mentioned mini-course, this series of educational emails are delivered over a set period, offering valuable content and building rapport with your audience.
27. Product Demo
Video demonstrations or guided tours can showcase the features and benefits of your product or service.
28. Industry Report
This comprehensive analysis of market trends, challenges, and opportunities within your industry can position your business as a thought leader.
29. FAQ Guide
Answers to frequently asked questions about your product, service, or industry can address common concerns and help to overcome objections.
30. Quick Tip Sheet
Use your knowledge to create bite-sized tips or tricks related to your industry or offerings, providing immediate value to your audience.
31. Expert Interview
Transcripts or recordings of interviews with industry experts or thought leaders can allow you to share valuable insights and perspectives.
32. Industry Glossary
Comprehensive glossaries or dictionaries defining key terms and terminology relevant to your industry or niche can make your business a go-to resource within your industry.
33. Roadmap Template
If visual representations can help your customers overcome a problem, a roadmap template can be valuable. These customizable templates outline a strategic plan or roadmap for achieving specific goals or objectives.
34. Product Comparison Guide
Create a detailed comparison of your product or service with competitors, highlighting unique features and benefits. It can be a scary prospect to introduce competitors’ products or services, but you might also eliminate the need for your customers to research your competitors, so they only need your business.
35. Quick Reference Cards
Handy cards or sheets summarizing key information, tips, or strategies can provide quick and easy reference.
36. Behind-the-Scenes Content
Exclusive access to behind-the-scenes footage, stories, or processes within your business can give your customers a glimpse into your operations.
37. Thought Leadership Piece
Opinion pieces, essays, or thought leadership articles authored by your business or industry experts can share unique perspectives and insights.
38. Customer Success Stories
These compilations of success stories or case studies will showcase how your product or service has helped customers achieve their goals or solve their problems.
39. Community Forum Access
You might grant your customers access to a private community forum or group where members can interact, ask questions, and share experiences related to your industry or offerings.
40. Calendar
If dates or timings are important in your industry, consider making a calendar to track important happenings for your audience.
41. Craft templates
For family-oriented or B2C businesses, craft projects using your products might be popular. This might include sticker templates, craft instructions, coloring sheets, and more.
42. Live event footage
Many customers would like to attend conventions or seminars, but aren’t able to. If you’ve filmed parts of a recent live event, consider how you could turn this into a downloadable.
Creative downloadables can be a great way to get your audience’s attention and engage them. Consider what your audience is looking for, what information they need, what tools they could use. These questions will help you create an ideal downloadable.