Why and how should you create an ebook?

The ebook is an effective tool for attracting prospects and building your credibility. Producing one takes time. But its long-term effectiveness makes it a profitable tool for your business. How do you create an ebook? How do you make it pay and promote it? This article walks you step by step through the design and the value of an ebook for your company and your lead generation.

What is an ebook?

“Ebook” comes from the English “electronic book,” which means “digital book.” It is a digital work you can read on a digital device: a computer, an e-reader, a tablet, or a smartphone. It is a tool used heavily in content strategies. You will also hear it called a “white paper.”

A tool that attracts prospects

The first purpose of an ebook is to attract potential customers, to generate leads. To do that, you need to tie it to a landing page. That page lets the visitor download your digital book in exchange for their email. You can then collect many contacts that will be useful in your sales outreach.

A tool that builds your credibility

Creating an ebook means showing your expertise to your prospects. A well-written ebook will show that you have solid knowledge of your industry. Your prospects will trust you more easily. They will therefore be much more inclined to make a purchase with your brand.

A tool that improves your visibility on the web

If the content of your ebook is high quality, it will spread on the web. Users will become spokespersons for your brand. That is good for your online reputation, and also for your organic search. Your site will be mentioned on the web, and links will form naturally toward it. Those elements will improve your link profile and your credibility in Google’s eyes.

The 6 steps to create an eBook

Step 1: Define your audience and their needs

Before you start writing your white paper, you need to define your audience clearly. Then list the questions that relate to your field and that your audience is likely to ask. You will try to answer those questions in your white paper.

Step 2: Take stock of what already exists

Has an ebook already been written in your industry? If so, how is it written? How is the theme handled? To stand out from your competitors, do not write the same thing they did. You can cover the same subject, but from a new angle.

Step 3: Write a detailed outline

You have defined your audience and taken stock of what already exists. Now you need to put your ideas down in a structured way. Write the outline of your ebook. For a fluid structure, apply a simple rule: one section = one argument or one explanation.

Once your outline is done, think about the introduction of your ebook. It has to be catchy. It also has to summarize the important ideas of your digital book. To write it well, ask yourself the following questions:

• Which questions does your ebook answer?

• What is the value for the reader of reading it?

A clear, structured ebook will be pleasant for your prospects to read. They will remember your company name more easily. It will probably also be easier to turn them into customers.

Step 4: Write your ebook with clarity and concision

You have your detailed outline? You can now move to the writing phase. You need to use a style suited to web writing. Write simple, short sentences. Ban unnecessary vocabulary. Your ebook should get to the visitor’s problems quickly, or you risk losing them.

Step 5: Give care to the graphic elements of your ebook

After writing the text, move on to layout and design. Present an illustrated ebook with an airy layout. You can take inspiration from free ebook pdf templates on the web and adapt them to your brand guidelines. You can use software specialized in print and web document layout, such as InDesign.

Step 6: Proofread

Before you publish your free ebook on the web, check that the content contains no mistakes. Reread your writing the day after you finish it. Ideally, you should avoid rereading a text immediately after writing it. Your brain is less attentive, and you risk letting typos through. For an effective proofread, you can print your ebook. It is scientifically proven that proofreading on paper is more effective than on a screen.

Also know that reading out loud is not recommended. Distracted by the sound, your brain:

• automatically fills in the gaps;

• corrects typing errors;

• ignores incorrect words.

Once you have reread your ebook, hand the proofreading to other people. You will then have the guarantee of grammatically correct content.

How do you promote your ebook?

After you have produced your ebook, you need to prepare its distribution. Publishing an ebook has to be strategic. Here is how to proceed.

Create an event around it

An ebook takes time to produce. While you wait for publication, you can create an event to spark interest. Talk about it on your social networks. You can even publish a preview of your white paper as teasing.

Set up the elements around your ebook

To make your ebook profitable, you need to put a precise web-marketing process in place. As a reminder, the ebook’s first goal is to attract prospects, and therefore to generate leads. To do that, you need to create a landing page dedicated to your ebook. It should have a catchy, SEO-friendly title. By choosing the right keywords, you will attract more prospects. Your landing page should also summarize the strengths of your white paper clearly and concisely.

That landing page must contain a form. The form should not be long, or you will lose your lead. You can ask for the visitor’s first name, last name, and email.

Distribute your ebook on digital channels

You can then relay this landing page by creating calls to action on your web properties: your blog, your site, and your social networks.

Also think about influencers. They can relay your white paper in exchange for an article on your blog (guest posting) or the purchase of a sponsored article.

The ebook is therefore a marketing tool with many advantages for your company. Well written, it improves your online reputation and your ability to generate leads. Producing one takes time, but it is an investment that will pay off in the long term.