For lead magnets containing just text, visuals, or videos, the generic tools listed are the best in the industry. Easy to use, accessible, and tested over time.
Example:
Canva for creating quick visuals (free)
Unsplash: free source for HD images
TinyTake: free screenshot tool (image and video)
Specific Tools
For more specific lead magnets, such as webinars or podcasts Tools specialized for creating this type of resource. Adapted interface and detailed guide.
Example:
Visme: creating infographics
LeadQuizzes: creating quizzes
ShotCut: creating and editing videos
Added Bonus - Productivity
Free gift! The tools I use every day to succeed in marketing Tools geared towards productivity. Free, for the most part.
Example:
Evernote: note taking
SimilarWeb: tool that displays traffic stats across all websites