Creating a great eBook

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eBook readership continues to rise, spurred along by the explosion in tablet ownership. From identifying the goals of your eBook and finding great content, to choosing the right format to optimize the reader experience, there are many key steps and questions in the eBook publishing process.

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Creating a great eBook

  1. 1. eBooksJanuary 9, 2013
  2. 2. why it matters
  3. 3. Definition eBooks are . . . . . • A white paper on steroids • A report, generally 12-40 pages or more that presents complex information in a visually attractive, reader-friendly format • Filled with content that is both informative and entertaining with a tone that is collegial • Organized in a “chunky” format to facilitate skimming and scanningsource:
  4. 4. Why eBooks• Nearly 1 in 4 Americans read an eBook in 2012• For every 100 paper books Amazon sells on its site, it sells 114 eBooks• Worldwide eBook sales hit $3.2 billion in 2012. That number is expected to more than triple by 2016• 32% of B2B marketers outsource their white papers and eBooks - second-highest outsourced type of contentSource: Pew Research Center, American Association of Publishers & Amazon
  5. 5. Tablet Takeoff• Currently, 1/4 of Americans own at least 1 tablet• 112.5 million U.S. adults will own a tablet by 2016 - that’s more than 1/3 of the U.S. population• Tablet users spend an average of 14 hours per week with their tablets• People prefer tablet for reading over mobile phone, computer, newspaper and magazineSource: Forrester Research & Online Publishers Association
  6. 6. Benefits• Builds expertise and thought leadership in a particular industry or a particular topic• Collects information about those who download• Engages prospects in long sales cycles• Becomes a place to repurpose content (blogs, white papers, etc.)
  7. 7. Usage 32% of marketers produced eBooks in 2012, doubling the 2011 totalsource:
  8. 8. how we use it
  9. 9. Key Steps• Establish goals• Identify content sources and how information will be presented• Decide on format• Set distribution strategy
  10. 10. GoalsKey Questions:• Who is the target audience?• What type of information are you trying to gather?• What do you want readers to gain from the eBook?
  11. 11. Content & PresentationKey Questions:• What do you know that’s of value to your prospects and customers?• How can we illustrate our best ideas and insight?• What do you want readers to take away from the e-book?
  12. 12. Content & PresentationContent:• Introduction - establishes what the eBook is about and why it’s being written• Body - content that you’re repurposing or creating• Graphics - charts/graphs, videos, callouts, lists• Conclusion - serves as a transition to a deeper engagement with your company/brand
  13. 13. Content & PresentationCommon eBook Strategies:• Solving a problem • How to avoid 7 content marketing mistakes• Lead to success • 10 secrets to building your blog• Sharing insight, surveys, research • What advisors say about the impact of the fiscal cliff
  14. 14. FormatKey Questions:• How do you expect prospects and customers to view your eBook?• Will you be incorporating video content into your eBook?• Does the layout need to remain fixed?
  15. 15. FormatPopular eBook formats:PDFePub• Can be viewed on almost all devices except Kindle and Kindle Fire (conversion available to Kindle-friendly formats); popular because of HTML5 & CSS3 integrationKindle format• Can be viewed only on Kindle or Kindle Fire
  16. 16. ToolsConverts PDF to various eBook formats, also handlesdistribution to bookstoresCalibreConverts PDF and other file types to various eBook formats
  17. 17. DistributionKey Questions:• How do you plan to distribute your eBook?• In addition to your prospects, who else do you want to know about your eBook?
  18. 18. Distribution
  19. 19. how it’s done
  20. 20. Examples
  21. 21. Examples
  22. 22. Examples
  23. 23. summary
  24. 24. Key Takeaways1. eBooks are a great way to deliver a higher level of content and build a thought leadership position2. Tablet use continues to skyrocket, driving the surge in eBook readership3. The user experience can help determine the format you choose for distributing your eBook4. eBooks can help you gather more information about your prospects5. Balancing graphics and content will help make your eBook more reader friendly
  25. 25. Key Takeaways1. eBooks are a great way to deliver a higher level of content and build a thought leadership position2. Tablet use continues to skyrocket, driving the surge in eBook readership3. The user experience can help determine the format you choose for distributing your eBook4. eBooks can help you gather more information about your prospects5. Balancing graphics and content will help make your eBook more reader friendly
  26. 26. Salva O’Renick is an interactive contentmarketing agency focused on helpingclients change the way they engagecustomers to drive business. Visit ourwebsite to learn more.Content Marketing Club is a part of SalvaO’Renick’s initiative to create an ongoingconversation about the ever-changingcontent marketing landscape. Visit ourwebsite for more insight.

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