Creating an eBook for your business is one of the best ways to generate leads and increase brand awareness among potential buyers. In fact, 65% of today’s B2B businesses are incorporating eBooks into their content marketing campaigns.
Allowing for the dissemination of in-depth, detailed content, eBooks enable businesses to connect with a target audience based on their specific stage in the buying journey.
Whether offering valuable industry tips, troubleshooting, product details, case studies, or comprehensive service overviews, eBooks can be used to address everything from product components to company best practices.
However, eBooks can be time-consuming and, in some cases, somewhat expensive to produce, so it’s important to keep a few simple tips in mind to ensure optimal return on investment (ROI).
Stay Focused: Always Have a Target in Mind.
Your eBook should be written for a specific audience, and that audience should be able to benefit directly from your products or services. Put some serious thought into the specific personas you want to target — are you trying to reach designers? Procurement managers? Plant managers? MROs? Determine who you want to focus on and where you can create the most powerful connections.
Remember to put yourself in the reader’s shoes: Where are they in the buying funnel? What information is valuable to them? Are they researchers or shoppers? All of this information can help in determining your overall eBook strategy; maybe you’ll be detailing product features, or maybe you decide to take an educational approach. Whatever content you’re offering, make sure it lines up with readers’ needs.
Straight And Narrow: Stick To Your Goal, And Don’t Get Distracted.
Once you know the audience you’re writing for, consider what your goals are in reaching these users. It can’t just be generating leads, although that’s obviously always the hope. What insight can you offer to these users? What problems can you help solve? What guidance might your readers need?
An eBook should offer your readers truly valuable information; providing informative, useful content will help position you as a knowledgeable leader in your industry and increase overall brand awareness. What do your potential customers want? Does it align with what you plan to write about? You’ll also want to evaluate your topic and take stock of the resources already out there. Are you the best authority on the subject? How is your information different from what’s already available?
Consistency Is Key: Write In A Clear, Engaging Tone And Keep A Consistent Style.
Most eBooks, to be worth their salt, are fairly long, at an average of 2,000 to 2,500 words. Of course, depending on the topic at hand, 1,000 or 1,5000 words may also be more than enough to clearly convey your information. Regardless of the length, avoid “fluff.” Readers can tell when you’re just trying to up your word count. We also recommend first creating an outline to roadmap your eBook structure. This will help ensure no important information is left out while allowing for an easier, faster writing process.
And remember, digging into an eBook is an investment in time and focus for the reader, so keep your style consistent and engaging. After all, their attention is at stake! Nix the jargon, write simply and clearly, and aim to educate and engage. It’s helpful to think about your eBook as a conversation between you and users, a way to directly connect with industry professionals.
Eye On The Prize: Make It Look Good.
The best copywriting in the world will fall flat without a great visual presentation. Your eBook pages should be crafted to direct readers’ attention to the most important information, highlighting key points with graphics, using appealing copy layouts and headline treatments. Playing to the user’s eye is a highly effective way to enhance your content and pinpoint the key elements of your message.
But keep in mind that eBook design should enhance, not distract, so keep your look consistent and clean. Consider creating a theme that showcases your brand and fits with your overall company style.
Stick The Landing: Optimize Your Landing Page.
There’s one major roadblock between you and eBook success: people have to actually download the content. Even an insightful, well-crafted eBook will waste away in internet purgatory if prospective readers don’t want to download it.
Landing pages are the gateway to lead generation, user information collection, and, of course, encouraging downloads, so make sure your page stands out. Emphasize your eBook’s value, use a prominent and direct call-to-action, and don’t ask for too much information. The longer the form users must fill out, the less likely they are to download the eBook. It may also be worth considering making use of growth-driven design methods to continuously improve results through different layouts, forms, and language.
Maximize Your Marketing Content With Thomas Marketing
Crafting a thoughtful eBook may seem like a daunting task at first, but with a little planning and research, you can be well on your way to creating valuable, lead-generating content. Interested in learning more? Chat with one of our team members today to discuss how to improve your company’s content marketing strategy.