How to Create e Books

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Post on 17-Jan-2016




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HOW TO CREATE COMPELLING EBOOKSThat People Will Actually Want to Read!visually.comvisual.lyvisuallyvisually.covisually.comvisual.lyvisuallyvisually.coWordmarksLightDarkIconeBooks. Sometimes overlooked and often underutilized, eBooks are one of the most effective content marketing tactics. They position brands as thought leaders. They promote sharing and awareness. Oh, and they dont have to be printed or be produced in a studio, so theyre one of the fastest and most cost-effective content type to produce. 1: STRATEGY2: DESIGN3: DISTRIBUTION4: ANALYTICSAt Visually, we know a thing or two about creating killer content that people want to engage with. By creating successful eBooks around Video, Content Analytics, and Micro-Content, weve uncovered some best practices for eBooks themselves (how very meta of us!). Creating a successful eBook can propel your brand to new heights. eBooks are effective throughout the path to purchase, simultaneously generating valuable leads and driving greater consideration. But creating a top-notch eBook isnt as easy as just sitting down and writing it. You need proper strategy, design, distribution and analytics to make the most of your eBook. In the pages that follow are Visuallys Best Practices for creating killer eBooks.We hope you enjoy! The Visually Team(P.S. Were also here to help you create your own!)START A PROJECT DESIGN DISTRIBUTION ANALYTICSLike all other forms of writing, it is imperative that you plan your strategy before executing it. Each of these four steps builds into each other, and success at each stage is crucial for an eBook to succeed. Things to keep in mind:Strategy.WHAT YOU SHOULD THINK ABOUT BEFORE CREATING YOUR EBOOKKeep it Simple, Stupid. Yes, the age-old advice applies here too! Even if your topic is complex, take a simple spin on it and make it as accessible as possible.Time it Well. Pay attention to your industry and see what is happening. Make sure your eBook hits on the most cutting edge and suitable industry trends. Create Something New.Its likely that your topic has been written about before, but this doesnt mean that your eBook cant succeed. Do your research, see what is out there, and make sure you can either do it better or frame it differently.Educate First, Sell Second.The best eBooks can stand alone and arent aggressively promotional. Instead of blindly promoting yourself, instead inform readers about your industry and empower them to explore what else is in it.STRATEGY DESIGN DISTRIBUTION ANALYTICSeBooks have unique constraints when it comes to design they must be optimized for digital, remain short and succinct, and contain both copy and graphics compelling enough to keep readers engaged. Design.CONTENT IS KING, DESIGN IS QUEEN.Dont treat them like leather-bound tomes. Make it easy for readers to find the parts theyre looking for by adding bullet points, thumbnail images, and live links throughout. Make it SkimmableThis advice for aspiring writers applies to those writing content for eBooks, too. If an editors fresh eyes dictate a change in direction throughout your favorite section, it is probably for the best. eBooks have evolved alongside digital media and can include videos, embedded animation, and swipeable interactive features. Most people will read your eBook on a screen, so choose accessible file formats and offer options for tablet and e-readers. KillYourDarlingsTreat It Like a Web ProductDontUnderestimatethe MediumGet in the war room and make sure youve thought of every distribution tactic possible and have it sketched out and ready to go. Heres what ours looks like for this eBook: STRATEGY DISTRIBUTION ANALYTICSIf an eBook is published online and it is poorly distributed, will it make a business impact?No. So be sure to follow these steps: Distribution.YOUR EBOOK IS NOTHING IF NO ONE READS IT. DESIGNCreate a distribution checklist. 1LANDING PAGEWhere do you create a landing page for your eBook? 1. What should be on the landing page anatomy of an eBook landing page Synopsis/blurb/ value prop of what youll learn from downloading it Book cover Lead cap form (what data should you collect) 2. How do you go about setting up a landing page? Lander app/unbounce, marketo/hubspot, docsend/usedox 3. Talk about visual content formats for producing associated micro-content to promo eBook (gif, flat graphic, video, etc.)MICRO-CONTENTDifferent formats gif, micro-video, static imagesShould it have text? CTA? Imagery?HOW/WHEN/WHERE TO PROMOTE AND DISTRIBUTE YOUR EBOOKPaid advertising for driving traffic to eBook Facebook Linkedin Twitter Twitter Lead CardsHow to execute distribution/promotion Use something like Hootsuite or buffer to schedule posts in advanceAnatomy of a good distribution message (Facebook, twitter, email etc) Include visual micro-content as often as possible to accompany your messaging Include some type of value proposition let people know what they will get out of reading the eBook, how this will make them better at their job, etc. Strong CTA Sharing Ask executive team to share on their LinkedIn pages, twitter Ask sales to share with their prospects Include in your companys email signature you can use WiseStamp to do this automatically for your company and make sure the signature is still on brand. TRACKINGDifferent tracking types Marketing automation cookie based (hubspot/marketo) for tracking behavior with leads Traffic tracking GA, Mixpanel, bitly helps establish the volume of traffic the book is getting vs. downloads Lead tracking/simple form capture -- marketing automation does this through their own form functionality but you can also use docsend, doxiq/usedox, wufoo helps capture the contact info to be ported to marketing funnelYoure not in the business of selling eBooks. Youre out to sell your product or promote your brand. So common sense dictates that you shouldnt make the audience pay to learn about it. Charge only an email address (also like this eBook!) or newsletter subscription in order to market to readers later.Make it available for free like this eBook! 4Treat your next eBook like a movie launch. Instead of teaser trailers, create a teaser blog post. Instead of the NBC interview, interview an industry insider. Just make sure the hype is real!Whet your Audiences Palate. 2Time to cash in all the favors youve been accumulating ask your most popular and well-informed industry friends to share your eBook and help get the word out. Leverage your Relationships. 3STRATEGY DISTRIBUTION ANALYTICSAh, the power of analytics. With them we can find answers to questions like: Which prospects can you attribute to your eBook and how did these people find it in the first place? Which opportunities, and how much were they worth? How many people interacted with your eBook in total, even if youll mainly attribute their conversion elsewhere? How engaged were they?Analytics.TRACK EVERYTHING AND PAY ATTENTION TO THE RESULTS.DESIGNBut without analytics, we have just another piece of content that may or may be providing an impact. There are two main categories of metrics to think about when considering your analytics strategy: Tools like Bizible can fill in gaps with tracking so you can see information beyond first and last click attribution and there are plenty of users who will download your eBook in between.Prospects Marketing Channel(s) + Converted Lead AttributionSearched for you on Google Landed on your homepagehttp://www.bizible.comSet up tracking tools to understand how readers are interacting with the content: What would people be highlighting if they had a printed copy? Which sections are the most compelling? Who is sharing what via social media?Total User Engagement withThe ContentNavigated to your eBookSigned up for the newsletterDownloaded the ebookFound a post about your eBookA week later came to your blogContacted your sales team only after more interaction with your websiteSpent 2 months feasting upon your beautiful work Like this eBook? Please share it with your friends and colleagues. Want more great content? Visit our Resource Hub to download eBooks, whitepapers and more. START A PROJECTVisually is your on-demand creative services team. We engage the worlds top creative talent to tell the worlds most important stories. From infographics to videos and ebooks, weve got you covered. Start your next content marketing project with us today.visuallyvisually.comvisual.lyvisuallyvisually.covisually.comvisual.lyvisuallyvisually.coWordmarksLightDarkIcon,%20eBooks%20are%20one%20of%20the%20most%20effective%20content%20marketing%20tactics.%20Make%20sure%20you%20follow%20these%20tips.&source=visual.ly