As any Denver marketing company will tell you, when written, designed and promoted properly, e-books can be a powerful component of your content marketing strategy. Not only do they engage and inform prospects, they can help establish your company as a thought leader and a reliable source of industry information.
And, of course, if you make your e-books available on your website, your ever-growing library earns you points with Google. While the search giant likes to see you adding material of any length to your site, recent changes to its algorithm are said to look favorably on longer, more in-depth works.
Creating Exceptional E-Books
Producing a good e-book requires an investment of time, effort, and resources. Consequently, you want to be sure that your end product delivers. Here are some best practices for creating and promoting e-books that your audience will love:
- Use an eye-catching design. With all the content out there competing for a reader’s attention, it’s important that your e-book stands out. Be sure that the cover of the piece AND the internal pages are visually appealing. You want the information and the layout to work together to produce a very positive reading experience.
- Write a title that gets noticed. A title that is accurate but boring will put your e-book at a disadvantage. People tend to be more likely to open an e-book if the title is enticing, challenging, or humorous. However, be sure to keep it short, as you don’t want it to be truncated when displayed online.
- Create scannable content. As a leading Denver marketing company, we know from experience that readers today have a short attention span. Using bulleted lists, numbered steps, and other brief and easily scanned sections will help ensure they stay engaged.
- Use credible outside sources when possible. The information you can gather internally to use in your e-book may be very good, but if you can augment it with the insights or opinion of someone outside your organization, that can be very influential to your readers.
- Have clear and compelling CTAs. Regardless of what you’re sharing in your e-book, you want the reader to take action. Be sure they know why and how to do that.
- Tease your audience. Nothing will make a member of your target audience more eager to dive into your e-book than having to wait for it. Before you publish the piece, let people know that it is coming.
- Promote your e-book vigorously. Simply announcing that your e-book is now available on your website may not do much to drive readership. You’ve got to promote it a number of times in a number of ways.
Let’s Get You Published
A-Train is a leading Denver marketing company offering the full spectrum of content creation and strategy services. If you want to start integrating e-books into your content marketing efforts, we can help. Give us a call!