How to Create e Books

Download How to Create e Books

Post on 17-Jan-2016

5 views

Category:

Documents

3 download

DESCRIPTION

asdf

TRANSCRIPT

  • HOW TO CREATE COMPELLING EBOOKSThat People Will Actually Want to Read!

    visually.comvisual.ly

    visuallyvisually.co

    visually.comvisual.ly

    visuallyvisually.co

    WordmarksLight

    Dark

    Icon

  • eBooks. 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: STRATEGY

    2: DESIGN

    3: DISTRIBUTION

    4: ANALYTICS

  • At 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

    http://visually.uberflip.com/h/i/30404383-the-ultimate-video-playbookhttp://visually.uberflip.com/h/i/19299551-how-much-is-your-content-worthhttp://visually.uberflip.com/h/i/14664926-the-marketers-guide-to-micro-contenthttp://pages.visual.ly/DRIP_2015-01_Nurture_Contact-Request-Page.html?SRC=eBook&utm_medium=b2bcontent&utm_source=ebook&utm_campaign=ebookonebooks

  • STRATEGY DESIGN DISTRIBUTION ANALYTICS

    Like 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 EBOOK

  • Keep 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 ANALYTICS

    eBooks 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 Skimmable

  • This 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.

    KillYour

    Darlings

    Treat It Like a Web

    Product

    DontUnderestimate

    the Medium

  • Get 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 ANALYTICS

    If 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.

    DESIGN

    Create a distribution checklist. 1

  • LANDING PAGE

    Where 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-CONTENT

    Different formats gif, micro-video, static images

    Should it have text? CTA? Imagery?

    HOW/WHEN/WHERE TO PROMOTE AND DISTRIBUTE YOUR EBOOK

    Paid advertising for driving traffic to eBook

    Facebook

    Linkedin

    Twitter Twitter Lead Cards

    How to execute distribution/promotion

    Use something like Hootsuite or buffer to schedule posts in advance

    Anatomy 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.

    TRACKING

    Different 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 funnel

  • Youre 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!

    4

    Treat 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. 2

    Time 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. 3

  • STRATEGY DISTRIBUTION ANALYTICS

    Ah, 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.

    DESIGN

  • But 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 Attribution

    Searched for you on Google Landed on your homepage

    http://www.bizible.com

  • Set 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 Content

    Navigated to your eBook

    Signed up for the newsletter

    Downloaded the ebook

    Found a post about your eBook

    A week later came to your blog

    Contacted your sales team only after more interaction with your website

    Spent 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 PROJECT

    Visually 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.

    visually

    visually.comvisual.ly

    visuallyvisually.co

    visually.comvisual.ly

    visuallyvisually.co

    WordmarksLight

    Dark

    Icon

    http://pages.visual.ly/DRIP_2015-01_Nurture_Contact-Request-Page.html?SRC=eBook&utm_medium=b2bcontent&utm_source=ebook&utm_campaign=ebookonebookshttps://www.facebook.com/sharer/sharer.php?u=http%3A%2F%2Fvisually.uberflip.com%2Fh%2Fi%2F46365859-how-to-create-compelling-ebooks-that-people-will-actually-want-to-readhttps://www.linkedin.com/shareArticle?mini=true&url=http://read.uberflip.com/i/460333&title=How%20To%20Create%20Compelling%20Ebooks%20That%20People%20Will%20Actually%20Want%20To%20Read&summary=Sometimes%20overlooked%20and%20often%20underutilized,%20eBooks%20are%20one%20of%20the%20most%20effective%20content%20marketing%20tactics.%20Make%20sure%20you%20follow%20these%20tips.&source=visual.lyhttps://twitter.com/intent/tweet?text=How%20To%20Create%20Compelling%20%23Ebooks%20That%20People%20Will%20Actually%20Want%20To%20Read%20http%3A%2F%2Fread.uberflip.com%2Fi%2F460333%20via%20%40visually&source=webclienthttp://hub.visual.ly/?SRC=eBook&utm_medium=b2bcontent&utm_source=ebook&utm_campaign=ebookonebooks