How to choose the content you can repurpose for lead magnets.
I’m always a little bit confounded by the people I speak to who think you have to create every piece of content from scratch, or it doesn’t count somehow. I’ve always been someone who thrives on seeing how many ways I can use a piece of content. Some of my friends even call me “The Repurposing Queen” because I’m always coming up with different ways to creatively reuse content.
One of the easiest ways to create a new lead magnet is to repurpose the content you already have. All you have to do is extract parts of the product you are selling, and package it in a way that it gives your audience a taste of what the product is about, but doesn’t give away the punch line.
Here are 9 types of content you can repurpose for lead magnets…
1. Ebooks and Reports
Ebooks and reports are still popular digital products, and creating a lead magnet for them can be as simple as creating a checklist that is based on the content in the book. If you take the time to set up your funnel, the people who download your checklist can follow through and pick up the actual product right from your lead magnet.
2. Videos and Webinars
This is one that I’ll be working on over the coming weeks. If you’re selling video training, you can create short clips of the content and use those to repurpose for lead magnets. It will give your audience a taste of to expect in the webinar, and you can lead them to the registration form or sales page as the next step.
3. Audio Files and Podcasts
If you keep your podcast behind a registration wall, or you sell audio products (hypnosis scripts and guided meditations come to mind here), you can treat these in a similar way to videos and webinars. Your lead magnet can be short samples for your products or podcast episodes so that your audience gets an idea of what to expect.
4. Coaching Programs
There are several ways you can repurpose content for lead magnets if you’re a coach. One way to offer a lead magnet for your coaching services is to offer a free 15-minute call. This is a lot of work, but it can be very useful in determining whether or not the prospective client is a good fit.
Another way is to offer an example of something you do for your audience such as a case study with a coaching client that is agreeable for their name to be out there too.
Still another way to create a lead magnet with repurposed content is to offer a workbook from one of your coaching programs as a free download.
Courses are probably the easiest type of product to repurpose content for. You can offer prospective students an introductory lesson as a free preview. If it’s a video course, you could either share the first video lesson, or transcribe the videos and offer the transcription as your lead magnet.
You could also choose to provide a whole module for free so that they get a good feel for your teaching style.
Be sure to collect testimonials from your current students too and include those in your lead magnet. (Thrive Ovation* is good for this.)
Here’s something that a lot of people don’t think about… Lead magnets do NOT have to be free.
So, if you are a service provider, you can offer a smaller service at a discounted price for people to try you out. It’s not necessarily repurposed content, but if, for example, your service is writing articles and the prospect goes on to buy a full package on the same topic, you can repurpose the research you’ve already collected for the new project.
If you have case services on how your services have helped people, you can create a lead magnet from those as well.
If you run a membership site, the easiest way to repurpose content for lead magnets is to offer a short trial. You can share your existing content so there’s no need to create anything new. You can also give away pieces of content from previous months as lead magnets if you’d rather not go the free trial route.
8. Software and Apps
This is another relatively easy product to create a lead magnet for. Simply offer either a free or low-cost trial to the existing app, and then lead the audience to purchase the full version.
9. Full Length Books
If you’re an author and your main product is full length books (as opposed to ebooks and short reports) you can easily repurpose your content for lead magnets by giving away a chapter of your book. Be strategic in your choices so that you get them interested and wanting to know what happens next.
The main point of choosing content to repurpose for lead magnets is to work with what you already have! You get to choose what types of content you give away, so be sure to showcase yourself in the best light without being misleading.
You want to give your customers a realistic view of what they can expect when they decide to spend money with you. By giving them a taste of the “real thing” by repurposing existing content, you set the stage for building a relationship with them that’s based on realistic expectations instead of over-hyped sales content.
*Note: This post includes affiliate links, for which I will receive a small commission should you make a purchase.