Lead magnets Content updates

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If people want to read the full version of your content, they will need to provide you with their email address in exchange for the download.

A content upgrade is different from a lead magnet because it is directly related to the main piece of content that readers are reading.

Here's a quick guide to help you remember the difference between lead magnets and content upgrades.


Collects email addresses Yes Yes
Provides valuable information Yes Yes
Partially available "free" No Yes
Always closed content Yes No
Converts audience into lead Yes Yes
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Why invest in content updates?
Here's the thing, lead magnets are great for capturing emails. However, they don't have the same power as content upgrades. Let's look at the top reasons why you should use content upgrades:

1. Higher quality leads
Content updates are like magnets for the right people. Because they are directly related to your content, you are essentially attracting people who are interested in what you have to offer. This is a fantastic way to build an email list of people who are a perfect fit for your business.

2. New approach to list formation
We’ve all seen those flashy, trendy listicle tactics . They may work well at first, but people quickly tire of them. Content updates, on the other hand, have stood the test of time. They consistently deliver results because they provide value that directly addresses readers’ needs.

3. Quick and easy to create
Have you ever spent years creating the perfect lead magnet only to end up with dismal results? Content upgrades are the complete opposite.

These are targeted pieces of valuable content that are created very quickly.

And the best part? If something isn’t working, you can quickly experiment with something new. The more you do this, the better you’ll understand your audience and create content updates that convert.

4. Easy to test and improve
The key to building a large, engaged email list is variety. By offering different types of content updates, you can easily test what works and what doesn’t. It’s okay if something doesn’t work well—it’s a learning opportunity.

5. Enhanced user experience
Content updates naturally fit into your content and provide additional value without being intrusive. This creates a much better user experience, which can lead to increased trust, higher engagement, and even improved search rankings.

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Let's look at three steps you can take to use a content refresh on your blog and start generating leads immediately.

Step 1: Identify a high traffic content page on your website
It is very important to note that there is no point in creating a content update for a blog post or article that is not getting traffic. If there are no readers interacting with the content, you will not get any leads.

Visit Google Analytics and identify your top performing posts based on traffic. Go to your dashboard, select Behavior, click Site Content, and select All Pages.

You can filter the resulting pages by specific content on your site. You can focus on blog pages.

Identifying Top Pages with Google Analytics
Import this data into a spreadsheet to track your progress.

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You can always create new content to refresh your content, but it's a gamble. This is especially true if you don't know your audience very well, because you can't predict traffic and engagement.

Focus on evergreen content that you know is performing well first, then move on to new content with content updates. The most important thing is that your content updates will see the most traffic, so do your research beforehand.

Step 2: Create a Content Update for High Traffic Pages
Let's say you have a fantastic, detailed article on your site about 20 dog training tips. It gets decent traffic, lots of people share it on social media, and it attracts a few comments.

This is a great start. From here you can create additional content to update the content.