LeadMagnetGeniusNow it’s time to actually create the lead magnet content. This step is about repackaging or repurposing the blog content into the format you chose, and making it more concise and printable/useable. Here’s how to go about it:
Extract the Key Points: Go through your blog post and pull out the most important points, tips, or steps. If it’s a list post, you already have a structure (each list item). If it’s a long article, identify the main headings or sections. These will form the backbone of your lead magnet. Remember, the goal is not to copy-paste the entire post, but to distill it into something more bite-sized.
Add Value if Possible: While brevity is key, consider if you can add a little extra value in the download. Since people are giving you their email, you want them to feel it’s a premium version of what they just read. This could be as simple as providing a few extra tips, a chart or graphic that wasn’t in the post, or some examples. However, don’t overstuff it – it should still be a quick-hit resource. One successful example: Ross Simmonds turned a detailed blog post into a “distribution checklist” PDF. It essentially summarized the process from the post into checklist form, making it easier to follow. The result? Over 14,000 downloads.
Format for Readability: Design your lead magnet for easy reading or printing. Use bullet points, short paragraphs, and clear headings. If it’s a checklist, use checkboxes or step numbers. If it’s a template, ensure it’s clean and fillable. The idea is, someone should open the PDF and quickly understand and use it. Visually, make it attractive: add your logo, maybe a color accent, and any relevant imagery (even simple icons or stock photos can liven up a PDF). Tools like Canva or Beacon (as mentioned in the first article) can help make formatting a breeze with templates.
Craft a Catchy Title (if different from the post): Your blog post already has a title, but you might want to tweak it for the lead magnet to emphasize the value or format. For example, the blog post might be “The Complete Guide to Running Your First Marathon,” while the lead magnet title could be “Marathon Training 8-Week Checklist (PDF)”. Including the format or benefit in the title can make it more enticing. Make sure it’s clear that this download will help them do something specific. A formula to consider is Outcome + Format, e.g., “Get X result with this [format].” If needed, add a bit of intrigue or urgency (as discussed in our copywriting section later). For instance, “Plan Your Marathon: 8-Week Training Checklist (Printable PDF)” – it’s descriptive and appealing.
Keep it Focused: One common mistake is trying to make the lead magnet longer or fancier than it needs to be. But in repurposing a blog post, short and sweet wins. The ConversionMinded guide emphasizes not to recreate the entire blog post, but to distill it into something immediately useful. If your blog post was 2,000 words, your PDF might be 2-3 pages long, not 10 pages. People like quick references – they may not read a huge e-book but they will love a one-pager that “cheatsheets” the content.
By the end of this step, you should have the lead magnet file ready (PDF, template link, etc.). Give it a once-over to ensure it delivers on its promise. Does it provide the core value of the blog post in a convenient format? If yes, you’ve nailed it.