Inbound Marketing For Dummies by Scott Anderson Miller

Author:Scott Anderson Miller
Language: eng
Format: epub
ISBN: 9781119120513
Published: 2015-09-15T23:07:48+00:00

E-books

Posting e-books as engagement content is an effective conversion tool. Because this is often the first conversion point in an inbound marketing campaign, it’s a good idea to start your content production with an e-book. Take care to structure your e-book to clearly identify the problems you’re helping a target persona solve and break those down into manageable, digestible sections. Later, you can use these sections as fodder for your blog posts, essentially republishing parts without giving away all the content inside.

Branding your e-books with a common layout and an unobtrusive logo creates a consistency that’s important to your inbound marketing efforts. Just don’t overdo it. It’s okay to have hyperlinks in your text, and even a CTA; however, be sure to let your content do the work. Don’t interrupt the reader with a huge logo or with continual “Contact Us” messages. Remember, this is the engagement phase, so your content is designed to answer questions that help your reader. This works best when you create e-books that:

Make readers realize they have a business problem or a pain point that you’re addressing

Provide some ideas as to how to address this problem

Position your company as the expert (not by literally telling the reader you’re an expert, but by sharing enlightening information with thoughtful solutions that make sense)

Do not contain pushy or sales-oriented language

Talk more (way more) about the reader’s needs than about your company

Provide readers an opportunity to take the next step in the purchase path

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