1) White Paper - Wikipedia defines a white paper as "A white paper is an authoritative report or guide that informs readers concisely about a complex issue and presents the issuing body's philosophy on the matter. ... In business, a white paper is closer to a form of marketing presentation, a tool meant to persuade customers and partners and promote a product or viewpoint."
Furthermore there are 3 main types of white papers:
a) Backgrounder - this type of white paper usually offers the technical details of a certain product offering and/or it's benefits.
b) Numbered list - this is just a list of tips, tricks or sometimes bringing negative qualities of competitors to light. In the latter case it is most effective when using fear, uncertainty or doubt about alternatives to your solution.
c) Problem/Solution - This is a common type of lead magnet in which a common problem for your target market is detailed and your product or service is detailed as potential solution to this issue.
2) Short Video Training - exactly like it sounds this would be a relatively short training on a subject that goes a little more in depth than what you currently offer for free (or without login) online. Potential clients must give up their email before going forward.
3) E-book - This is a mainstay of lead magnets that will allow you to gain more leads by presenting solutions or guides in a relatively short e-book.
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