Why eBooks?
eBooks are firmly rooted as the cornerstone mid-funnel content in marketing strategies. They are extremely versatile in their effective promotion abilities, namely through blogs, email marketing, social ads and PPC, effectively moving prospects from top-of-funnel to mid-funnel.
Interested readers get a free eBook with compelling tidbits of info, and you get more names and emails on your mailing list. Now that’s what we call a win-win in digital marketing.
eBook Writing
Your industry-focused writer works in conjunction with your content marketing strategist and project manager to map out and structure your eBook from start to finish. Trained in creative writing and content marketing best practices, your content team will:
- Ideate: We’ll brainstorm eBook topics that will appeal to your potential readers while also supporting your commercial goals.
- Outline: At this stage, we submit an outline for your approval, ensuring it maps to your larger marketing plan and contains all the key themes you hope to hit in your eBook.
- Write: We author your eBook start to finish.
- Edit: Your content writer will implement your feedback, making the changes that ensure your eBook turns leads into sales.
A note on brevity: eBooks emphasize visual storytelling, so we limit each page to about 125 words of copy . Our content writers take great care to ensure each piece of text is crafted for maximum impact, focusing on hard data and insightful takeaways.
We will list the author(s) byline of your new eBook to whomever you deem most appropriate within your organization.
eBook Design & Formatting
Once the text is approved, our graphic design team will format your eBook. Your designer will incorporate your brand’s visual marketing guidelines, as well as artistic preferences for art style and imagery. Working with the rest of the creative team, your designer will arrange text and imagery on the page for maximum reader engagement.
Every eBook includes a cover design, table of contents and back cover – plus all the good stuff in between. Once designed, we want to hear what you think. You’ll have the chance to provide feedback on the design prior to publishing to your website and diving into promotion.
eBook Conversion Services
Conversion rate optimization (CRO) helps maximize the value of your eBook. Brafton’s eBook marketing services make it easy for your content marketing strategist to gate your eBook with a dedicated landing page on your website. The landing page copy will entice people to download the content, while search engines pick up on keywords and increase the chances that the right viewers click the link.
What’s more, you can use the dedicated link to share the eBook beyond your website. Utilizing UX best practices to encourage downloads, your strategist will track conversions and consult on which channels to use for promotion and distribution (meaning which social media accounts, blogs, email newsletters and so on).
Brafton can also create unique CTA buttons that link to your eBook landing page, allowing you to insert them into relevant blog content and throughout your website to enhance lead generation further.
Every conversion adds new, unique data to consider in your ongoing marketing strategy. For instance, it may turn out that readers convert the most when a certain phrase is used, a title is clickworthy or a certain brand color is most prominent on your cover page. A good marketer learns from these findings and uses them to author your next eBook (or other content asset, like a blog post, press release, social post, white paper and more).
eBook Promotion
Naturally, your marketing plan requires some savvy promotion efforts to share your content with the world. We won’t give up on your eBook after publishing it to your website, but instead will help you promote it across multiple channels. Even better: You can do a lot with free promotion tactics. Brafton’s marketing service includes expertise in:
- Social media marketing.
- Email marketing.
- Blogs.
- Sales meetings.
eBooks are an ideal middle-of-funnel inbound marketing asset to promote on social media and through targeted emails. After publishing your eBook, Brafton’s content writers and social media strategists will work hand-in-hand to promote your content among followers on all major social media networks, as well as craft promotional email campaigns aimed at your target audience and readers.
We can also create blog content around the same topics, linking out to the eBook or embedding custom CTAs within the posts for more engagement.
The perfect content to accompany a sales pitch, eBooks also serve as incredible sales enablement tools. Your business development executives can distribute them to prospective customers, impressing them with a visually appealing yet informative asset.
With help from Brafton’s promotion services, you can not only earn more leads but also enable your brand to push prospects through the sales funnel.