When it comes to generating leads, eBooks are a key part of the process helping to drive website conversions. However, we understand that writing an eBook can be a time-consuming and sometimes daunting task. The brainstorms, the research, the content creation – it all requires a significant amount of investment.
And when you consider the amount of effort that goes into an eBook, you want to make sure it will be a valuable, high-quality piece of content. Right?
Before you start writing an eBook, it’s essential to put some thought into planning what you’re going to create, why you’re going to create it, and how you’re going to do it. This is important because if you get the strategy right, all the work you put into your eBook will be worth it!
We know from experience that the best eBooks can generate leads for years to come, which is why I’m going to share our five top tips on how to write lead-generating eBooks:
Best practice advice on how to get more out of your eBooks
1. Start with your buyer personas
First bit of advice on how to write a lead-generating eBook: review your buyer personas’ challenges and pain points.
As with the creation of any other piece of content, we can’t stress enough how important it is to always refer to your personas. When you are brainstorming topics, ask yourself: Is this a topic you think your target audience need to know about? Or is it something they actually want to know about?
Businesses often think that they know their customers and prospects inside out, especially if they’re dealing with them on a daily basis, but that’s not always the case.
Here’s an example: if you’re working for a company that sells bicycles, you might think that all your customers are cycling enthusiasts who want to read about the latest tyre models you’re selling. In reality, however, most of them are just be looking for a reasonably priced, environmentally friendly way of getting from A to B. They don’t want a high-end bike.
In essence, it’s not about you or your product – it’s about your customers and how you can help them solve their problems. Instead of arbitrarily creating content you think people need or want to read, start creating content they know they need.
2. Interview experts on the topic
To write a high-quality eBook, two key people that need to get involved. The first one is, of course, a good writer – and the second one is your industry expert (or experts). But if you already have a technical writer, why is it so important to get an expert involved as well?
There are multiple benefits of doing this; while a writer might be familiar with the eBook, the technical details that are needed to create true value for the reader can only be provided by someone who is knows the topic inside-out. Letting your writer interview an expert will allow you to provide unique insights and create original content that your readers won’t find on any other websites.
We recommend starting with a synopsis for your eBook and a list of questions on sub topics or chapters first. Then, once the expert has provided initial feedback on the synopsis, the writer can gather as much information as possible on a call with the industry expert.
P.S. eBooks are just one part of your B2B content marketing strategy. You need to do the rest! Find out how by reading our guide.
3. The content of your eBook
Now it’s time to learn how to write the content of an eBook. Start with a framework or outline that includes chapter headings and what you want to write about (based on the synopsis and answers from your interview questions).
It’s usually easier to start with the main part of your eBook first and write the introduction and conclusion at the end. For most people, it will be much easier drafting them once the other chapters are completed.
Finally, don’t underestimate the power of a catchy title! Don’t just use the first eBook title that comes to your mind. The title is often the first thing someone reads and can decide whether they download your eBook or not, so make sure to spend some time on it.
4. Review process
After your writer has produced the first eBook draft, the next step is to conduct a thorough review for quality assurance. There are three phases:
- First, evaluate the content from a technical perspective to make sure all the facts are correct.
- Second, see if the draft is in line with the agreed topic and synopsis and if it provides enough value for the reader, i.e. did you include your own thoughts and information or is it just a repetition of what’s already out there?
- Third, proofread and edit your piece of content. Get someone else to read it to see if they understand what’s being said.
5. Repurpose your eBook content to build interest in it
Once you have completed your eBook, it’s time to get it out there so you can start generating some new leads!
One way to promote your new piece of content is to select key chapters of your eBook and repurpose them into blog articles. These articles will provide a brief overview of that chapter (so as not to give away the detail) and then link back to your eBook through a call-to-action (CTA).
You can use these key chapters to create infographics, social media snippets or even short video clips. All of this can help build interest in your eBook across many channels, improve engagement (as some will prefer watching to reading) and amplify its reach – and you don’t have to spend any time creating new content from scratch.
Now that you know how to write a lead-generating eBook, you can use the tips outlined in this blog to make the most out of your new and existing content.
Interested in learning more about how to grow your B2B company? Why not download our eBook, “Seven marketing trends that drive GROWTH for B2B companies”: