Five Marketing eBook Best Practices

to Increase Impact and ROI

Commit To High-Value Content• Write more, curate less

– Create original works that demonstrate expertise, offer insights

– Avoid reusing brochures, copying news• Add substance, subtract fluff

– Use new, interesting, useful– Avoid filler and fluff

• First impressions matter–don’t skimp– Invest in writing, editing, visuals, production

Tell, Don’t Sell• eBooks are not sales pitches

– Blatant marketing is repelling– Creative substance is compelling

• Share content that’s worth sharing– Is it interesting and helpful?– Is content actionable - even a reader

doesn’t become a customer?– Step back and ask, “would you share it”?

Quality Matters, Not Quantity• Short and sweet is good if there’s meat

– One viral page is better than an epic dud• Thoughtful, well-crafted content wins

– Strong writing– Valid sources– Insights and innovation– Charts and illustrations

• Take the time to do it right– Use your best available resources– Produce to showcase

Maximize your eBook Lifecycle• Know how you intend to convert

– High value content generates high value leads

– Identify and follow-up with interested readers• Complement existing assets and programs

– Tie-in eBook with programs, playbooks– Revive dormant contacts, engage new leads

• Track behavior and buying signals– Control access, capture data

Protect, Secure Your eBook• Tight control or share freely?

– Decide which represents your best ROI• Digital Rights Management (DRM)

– Manage and control distribution– New tools make DRM easy, inexpensive

• Encryption and permissions– Protect intellectual property– Grant privileges to view, share, print

Summary: Five Best Practices

• Commit to High Value Content• Tell, Don’t Sell• Quality, Not Quantity• Plan For The Full Lifecycle• Protect and Manage