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1    THE    10-MINUTE GUIDE TO    CREATING CLIENT EBOOKS      N                    A Publication of                 HubSpo...
2ABOUT THE AUTHOR              Patrick Shea is the Marketing Manager for HubSpot s              Value-Added Reseller Chann...
3LEAD GENERATION POWER / INTRODUCTION                                                    S21% of adults said they read an ...
4DETERMINE GOALS & TARGET / CHAPTER 1?                      We want the eBook to help generate leads                      ...
5GETTING THE CONTENT / CHAPTER 2Does your agency specialize in your client’s vertical market? If so, youprobably know the ...
6STRUCTURING THE CONTENT / CHAPTER 3C                            Because of how eBooks are consumed (both                 ...
7STRUCTURING THE CONTENT / CHAPTER 3                                                  FBecause we know how time-consuming ...
8MORE RESOURCES
9MORE RESOURCES / HUBSPOTOur Channel Account Managers help hundredsof online services agencies understand howinbound marke...
10     Let’s Talk About How Inbound Can     Help Your Agency Grow.     www.hubspot.com/partner-talk                       ...
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The 10 Minute Guide To Creating Client E-Books

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21% of adults said they read an eBook last
year. That’s an impressive stat, and one that
proves people are willing to trade basic contact
information for in-depth content pieces.
EBooks, whitepapers and other longer-form
pieces of content have always been a mainstay
of inbound marketing, and perhaps more now
than ever, it is critical that marketing agencies
learn to write and assemble effective eBooks.
Doing so in tandem with other inbound
elements like blogging and SEO will ensure
that your work drives deep ROI for your clients.

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Transcript of "The 10 Minute Guide To Creating Client E-Books"

  1. 1. 1 THE 10-MINUTE GUIDE TO CREATING CLIENT EBOOKS N A Publication of HubSpot s Partner Program
  2. 2. 2ABOUT THE AUTHOR Patrick Shea is the Marketing Manager for HubSpot s Value-Added Reseller Channel. Patrick has written and presented extensively on agency growth strategies, and runs a weekly webinar on agency-specific topics. @mpatricksheaTABLE OF CONTENTSIntroduction / 4Determine Target & Goals / 5Getting What You’ll Need/ 6Structuring the Content / 7More Resources / 9
  3. 3. 3LEAD GENERATION POWER / INTRODUCTION S21% of adults said they read an eBook lastyear. That’s an impressive stat, and one thatproves people are willing to trade basic contactinformation for in-depth content pieces.EBooks, whitepapers and other longer-formpieces of content have always been a mainstayof inbound marketing, and perhaps more nowthan ever, it is critical that marketing agencieslearn to write and assemble effective eBooks.Doing so in tandem with other inboundelements like blogging and SEO will ensurethat your work drives deep ROI for your clients. 21% g Of adults read an eBook last year Source: Pew Internet & American Life Project, 2012
  4. 4. 4DETERMINE GOALS & TARGET / CHAPTER 1? We want the eBook to help generate leads - that much we know. But what kind of leads? Before you put pen to paper, make sure you understand your clients persona and the desired tone of the eBook. What do these folks care most about? Trends? Operational advice? Statistical comparisons between products? Know the main motivations of the leads you want to attract, as well as how sales plans to follow up before you start. Once you know your client’s target persona, use the below template to begin crafting a title (more template ideas on page 7).
  5. 5. 5GETTING THE CONTENT / CHAPTER 2Does your agency specialize in your client’s vertical market? If so, youprobably know the industry as well as they do. Or are you new to thespace, trying to ramp your expertise while netting a few quick wins? Beloware 10 ways to get the “guts” of an eBook, from the perspective of both aindustry newbie and established veteran.Industry Newbie: Repurpose an old, online company brochure Repackage an existing sales sheet to include product information Create a list of FAQ s and have your client provide answers Modify existing training materials into a basic how-to manual Capture the story of their best client into a compelling case studyEstablished Veteran: Outline in detail several key trends driving the industry Conduct original or publish findings from past research Build a “buyers guide” of product options in the industry Compile your client’s publications into a “Reading List” Explain real scenarios with use-case specific case studies
  6. 6. 6STRUCTURING THE CONTENT / CHAPTER 3C Because of how eBooks are consumed (both online and printed out) you’ll want to make sure the eBook you are creating for your client is structurally sound, laid out thoughtfully and reads well. Make sure you give considerable thought to the below structural elements: 3 Killer Title Have your title be crystal clear and compelling. “How to” titles are popular, as are “Trend Report” and “Reasons Why” documents. 3 Author Page Establish the authors credibility with a page of biographical information and social media accounts. 3 Chapters with Clear Separation Cover topics that stand alone, chapter by chapter. Make length consistent and give each aspect of your client’s topic its own space. 3 Images, Stats & Quotes Break up text with imagery and provocative statistics. These will help add context and bring your client’s topic to life. 3 Clear Calls to Action & Embedded Links These eBooks don’t need to be the Great American novel – so save yourself space by linking to other resources. Make sure these link to other pages on your client’s site and more middle-of-the-funnel offers.
  7. 7. 7STRUCTURING THE CONTENT / CHAPTER 3 FBecause we know how time-consuming whatwe’ve outlined in the previous pages can be, wehave built a FREE EBOOK TEMPLATE to helpyou get started with your client’s eBook andlead generation efforts. The eBook can befound here: bit.ly/AgencyEbook
  8. 8. 8MORE RESOURCES
  9. 9. 9MORE RESOURCES / HUBSPOTOur Channel Account Managers help hundredsof online services agencies understand howinbound marketing can help them earn moreretainer clients and grow their business.Request a Strategic Consultation to Learn HowInbound can Help your Agency Grow.http://www.hubspot.com/partner-talk/
  10. 10. 10 Let’s Talk About How Inbound Can Help Your Agency Grow. www.hubspot.com/partner-talk A Publication of HubSpot s Partner Program

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