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Inbound Marketing Blog


How E-Books Work for Online Marketing

Posted by Andre' Savoie on Nov 7, 2012 8:23:35 AM

With all the changes in the online marketing world this year, we're really working hard to encourage our clients to look at new strategies for building their internet presence. And while the value of content based marketing such as blogging is pretty well established, we're taking it one step further with the development of additional forms of content such as e-books and document sharing.

Sample e-book call to action:

What defines an e-book?

Digital marketing agencies pretty loosely define e-books as everything from a glorified PowerPoint presentation to online versions of real world books. We just received a guide from Hubspot on how to build the "perfect" e-book and it looked more like a guide to building an effective marketing presentation than actually presenting valuable content in an e-book.

Generally speaking though, e-books are flourishing as digital versions of material that are not detailed enough to be called "white papers" anymore. Or maybe they just aren't boring enough?

For instance, e-books are being used to give users a good bit of in-depth information without necessarily giving away all of the premium content and in hopes of getting the reader to take a secondary action such as buying the premium content, subscribing to a blog, paying for membership, etc.

I joked earlier about white papers as they were once the rage but have sort of fallen out of favor. E-books largely use the same strategy, but just do it with a bit more pop and sizzle.

The Beauty of E-Books

The great thing about an e-book (well really there are 2) is that there are so many places to share them on the internet. You can host them on your site, sell them, or even post them on document sharing sites such as Docstoc or Slideshare.

You can also turn them into other forms of media such as blog posts, videos, presentations, podcasts, etc. This "base" content can be used in many different fashions to give today's tech-savvy online users whatever format they want for consuming your information.

The other really great thing about an e-bbok is that is really does a nice job of showcasing what we call "expert" level content. After all, if you take the time to put together a 20 page guide to something, you must really know your stuff as that can be hard to fake. And at the end of the day, our most successful websites are those that have the best information for the end user.

Recent Example

We recently helped one of our clients launch a new e-Book called "Bankruptcy 101". The book is intended to appeal to people in the research phases of bankruptcy and are trying to separate fact from fiction. The client is a bankruptcy attorney in Virginia that also serves as a bankruptcy Trustee, so they definitely know their material.

They provided the factual content, and our writing team helped turn it into an e-book that broke down into a few major sections. We then took that material and converted into two different Power Point presentations on the subject and shared it on appropriate sites. You can click here to see what the final product looks like on Slideshare.

Lastly, we placed the e-book on their website to allow visitors who were not quite ready to contact an attorney yet to download the e-book in exchange for an email address.

All in all, we think this came out nicely and we look forward to measuring the impact it has on the client's business.

In the meantime, if you would like to discuss how to create content like this for your business, or find out more about how document sharing sites can help your business, just send us an email and we'll be happy to discuss.

Topics: digital marketing, internet marketing

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