What do a killer content marketing strategy and your next vacation have in common? E-books. Too many companies underestimate the impact that e-books can have in attracting high-quality leads, building their brand, and developing trust with potential customers. But data shows that e-books as content marketing tools are on the rise. In a recent NetLine study, e-books were the number one most requested marketing content. Take a look at these outstanding e-book examples to discover how to make e-books work for you.
Key Takeaways
- E-books help position your brand and attract high-quality leads.
- Your e-book should meet an unmet need for your potential customers.
- The best e-books are formatted professionally to reflect the writer’s brand and values.
- An effective landing page is a vital component of your e-book strategy.
The Benefits of E-Books as a Content Marketing Tool
Why are e-books such a powerful content marketing tool? Creating an e-book has many benefits, from positioning you as an industry expert to generating more high-quality leads. With an e-book, you will:
Offer Value
E-books are one of the best ways to build value with your audience. Many people worry about giving so much information away for free, thinking their e-book will replace the need for their services. In fact, the opposite is true.
Your e-book is an example of the expertise you can offer clients. By giving it away for free or at a low price, you are giving potential customers a substantive sample of what your services can do for them. When you demonstrate the value you can provide, you build confidence and value in your paid services too.
Example: software company Devsu offers its e-book on “Tech as a Revenue Driver” to address one of its customers’ key goals. It offers quality insights that can directly assist its clients and demonstrates the value it brings to the table with its services.
Generate Leads
E-books are an effective lead magnet: a free item you give away in exchange for the potential customer’s contact details. It’s not easy to convince people to part with their valuable contact information. However, if you give away professionally presented, in-depth information in exchange, people will likely perceive it as a worthwhile trade.
That’s why e-books are an effective way to generate leads that convert. They offer a win-win situation: your audience receives valuable and substantial insights, and you receive the contact information of people who self-identify as needing your service.
Example: fitness company Transform offers a free e-book of hunger control shake recipes. Its lean contact form makes it easy for anyone interested in weight loss to sign up for its book. The company can follow up knowing that these potential customers already need its products and services.
Build Your Brand
Forty-six percent of consumers prefer a brand they know and trust. That’s why e-books are a fantastic opportunity to position yourself in the marketplace and build audience understanding of what your business offers.
Your brand can really shine in an e-book. Every page of your e-book, from the layout and color scheme to the content itself, will convey important messages about your brand, including:
- Who you are
- Your points of differentiation
- Your level of expertise
- Your brand’s purpose and values
E-books help build familiarity with potential customers, translating into higher brand recognition and more leads.
Example: utility company Surple uses consistent imaging throughout its e-book to convey its brand identity and values.
Position Yourself as an Authority
When we refer to experts, we often use the phrase “they wrote the book on the subject.” Books, including e-books, carry weight and convey a sense of authority. Providing your valuable insights and expertise in e-book form helps position you as a thought leader and authority in your industry. This translates into greater recognition, trust, and ultimately sales.
Example: social media expert Gary Vaynerchuk‘s e-book “How to Make 64 Pieces of Content in a Day” is an impressive resource that clearly positions him as a leader in his field.
Writing an Effective E-Book: Examples of How to Use E-Books in Your Content Marketing Strategy
Not all e-books are created equal. To implement an e-book as an effective component of your content marketing strategy, several important aspects must be kept in mind.
Choose an E-Book Subject That Meets Your Potential Clients’ Needs
Like any marketing content, it’s important to consider your audience carefully. You should identify your target audience and choose a topic that fulfills a need. Potential customers are significantly more likely to download an e-book that addresses their unmet needs.
Example: cyber security company Celerity offers its e-book on “Cyber Security Priorities” to educate potential customers looking for ways to improve their cyber security. The landing page and e-book target the reader’s unmet needs.
Format Your E-Book Professionally to Reflect Your Brand
The best and most effective e-books are:
- Visual
- Interactive
- Easy to digest
Think beyond the words to how you present them. Your e-book is a reflection of your brand, so it’s important for the formatting and presentation to look professional, clean, and consistent with your brand.
Example: Dropbox‘s e-book “Don’t Let Large Files Slow You Down” effectively uses white space and graphics to present the information in easily digestible chunks.
Entice Potential Customers with an Effective Landing Page
Your landing page is another vital aspect of implementing your e-book successfully. It should:
- Tell readers exactly what to expect
- Give them a preview of the e-book
- Display social proof in the form of testimonials and reviews
These elements help convince potential customers that your e-book offers them value, making them more likely to provide their contact information in exchange.
Example: this e-book from hosting platform Flywheel offers a stand-out landing page example. The page is attractive and easily digestible. When visitors scroll down, there’s a visual preview of the chapters, giving them a clear idea of what they can expect to learn.
This Flux Academy episode goes into depth on five crucial elements for an effective landing page:
Outsource Your E-Book to the Pros
When creating an e-book for your content marketing strategy, there’s a lot to consider. Fortunately, Share Moving Media is here to help. Our content marketing specialists know how to craft unique and compelling e-books to help you build your brand and attract the leads you want.
Contact us today to find out how we can boost your business with an e-book.