LeadMagnetGeniusOnce you’ve picked the blog post to transform, decide what format the lead magnet will take. You generally have a few good options:
PDF Guide or Ebook: This is a straightforward approach – essentially turning the post into a nicely formatted PDF. You might expand on it a bit or compile multiple posts on the same topic into a short e-book. PDF guides are versatile and work for most how-to or list-style posts.
Checklist or Cheat Sheet: Often the best choice for turning a single blog post into a download is making a summary checklist or cheat sheet. For example, if your post is “How to Optimize Your Website in 10 Steps,” your lead magnet could be a one-page checklist titled “Website Optimization Cheat Sheet: 10 Steps to Success.” The ConversionMinded blog recommends this approach: “Turn the key steps or tips from your blog into a Google Doc, Canva template, or simple PDF. You want something easy for your audience to skim and use”. Checklists, worksheets, and swipe files give people an actionable takeaway without having to reread the whole post.
Template or Worksheet: If your blog post teaches a process, consider providing a template or worksheet to accompany it. For instance, after a post explaining how to write a resume, the lead magnet could be a resume template (in Word or Google Docs) or a worksheet to help brainstorm resume entries. This makes the advice immediately practical.
Expanded or Bonus Content: Another angle is to offer additional content that complements the post. For example, “Download a PDF with 5 bonus tips not in the blog post” or a case study, or perhaps a printable infographic summary. This works well if your blog post is already quite comprehensive – you lure readers with the promise of even more value if they sign up.
Choose the format that best enhances the original post. A good question to ask is: What would make this content even more useful to the reader? If the answer is “a step-by-step checklist to implement it,” go that route. If it’s “an example template,” do that. You can also ask your existing readers (in the post or via social media) what would help them apply the info – sometimes they’ll tell you exactly what they’d love as a freebie.