by Todd Leussink on April 27, 2018 | Digital Marketing Strategy

You’re probably familiar with the term “content is king” but did you know that a lead magnet (or hook) is his right-hand man? Without an effective lead magnet within your content, you’re missing the greatest opportunity to grab valuable information from your prospective customers. Information such as their name, email and sometimes even phone number in order to remarket and retarget these prospects and give the opportunity for your sales team to land more clients.


Why do you want this information? Email is a very personal medium, meaning when people give you their email address, it is usually because they are getting value in return and trust that what you’ll be sending them is of relevance. Having access to your prospects inbox means you can send them highly personalised and targeted marketing materials encouraging a conversion from a prospect to a customer if nurtured correctly. First, you need an email address.

Download our Lead Magnet checklist!


What is the easiest way to do this? With a lead magnet! Your prospective clients are those that are searching around on the net for the very topics, keywords and information you are creating your content around. You probably have the option for these prospects to subscribe to your blog, newsletter or some kind of subscription-based platform. But, this isn’t the only way to collect data on prospects, nor is it always the most effective.

Introducing a lead magnet – an offering to your prospects in exchange for some of their information. A lead magnet, as defined by Collective Digital Marketing is something of high-perceived value that you can give away in exchange for prospects details… There are many styles of lead magnets including gated videos, white papers, a swipe file, eBook, infographic or a gated cornerstone piece of content.


Before creating a lead magnet, you need to ensure that the content you are creating, and dispersing is relevant to the lead magnet and encourages readers to hand-over their details in order to obtain your lead magnet product offering. Placing lead magnets in front of the right people, at the right time and within the right content will ensure a higher conversion rate than placing a general lead magnet on multiple content pieces. E.g. placing a lead magnet on a video that is already gated will confuse and discourage your prospects as they have already had to hand over some of their information in order to view the video. A great place to encourage a lead magnet is on a cornerstone piece of content that sees a lot of traffic – ensure it is specific to the content piece theme.

Below are 8 concepts that contribute to a great lead magnet:

  • Specific to the content
  • Encourages a progressive relationship between your business and prospective client
  • Doesn’t over-promise or under-deliver
  • Is of high-value
  • Speaks to a known problem or issue
  • Gives actual value
  • Instantly fulfills the prospects intended need
  • Easily consumable – quick to digest

Putting together a content strategy and want to include lead magnets? Download our Lead Magnet checklist!

A lead magnet strategy should be simultaneous with your content strategy so that both content and downloadable resources can be scheduled and specific. Do you need a hand putting together a content strategy that effectively utilises lead magnets to increase your email database? Give us a call on 02 8310 2393 or contact us to get started today.

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