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Using E-Books for Content Marketing
Content Marketing
… a strategic marketing approach focused on creating and distributing valuable,
relevant, and consistent...
E-Books & Content Marketing
Free giveaways used to collect email addresses or site subscribers
Content Marketing Around the Web
Earn Up to $29,700 per Month
The top selling ebook in the travel category did on
Amazon in April, 2016!
eBook Formats
• Fixed format
• Reflowable
• Responsive
• eBook apps
Fixed Format
• Text and images are stationary—usually in PDF or portable document format
Let’s talk about:
• Advantages
an...
Reflowable Format
• Single column layout text and images move around to adapt to the size of the
display screen
• File for...
Advantages of Reflowable
• Displays well on all screen sizes
• Widespread usage and popularity
• Cheap/fast to produce
• F...
Disadvantages of Reflowable
• Limited layout control
• No bullets, columns, headers, etc.
• Text based
• Images restricted...
Responsive Formats
• Content and images are fixed in place, but respond or adjust layout to the
size of the display screen...
Advantages of Responsive
• Enhanced design elements
• Embed multimedia
• Rich reader experience
Disadvantages of Responsive
• Requires advanced technical skills
• Limited compatibility between touch devices
• Displays ...
Steps in Creating a Fixed Format eBook
• Format text in word processor
• Format images for Web usage / insert
• Embed audi...
Steps in Creating a Reflowable eBook
• 6 Steps:
• Strip formatting
• Apply styles
• Insert / left align or center images
•...
Steps in Creating a Responsive eBook
• Apple’s free iBooks Author (requires Mac computer and iPad)
• Amazon’s free tools: ...
Country-Specific Things to Know
• Copyright registration
• Mandatory deposit
• CIP (Cataloguing in Publication) availabili...
ISBNs
• International Standard Book Identification Number
• Issued by country of publisher
• Not required on Amazon or Bar...
Content Marketing in Online Bookstores
• Giving your book away for free
• Amazon
• Barnes & Noble
• Apple
• Kobo allow boo...
Selling Your eBook
• Amazon (#1 ebook retailer) - 70% royalty on ebooks priced between $2.99 and $9.99,
and 35% royalty on...
Aggregators / Distributors
• An aggregator/distributor distributes your ebook to online retailers in their network
for you...
Are You Ready to Go Global?
Steps to Going Global
• Decide:
• What content marketing will support your brand
• Your purpose
• Your audience
• Select t...
Questions?
• Thanks for spending this hour with me!
• If you have questions after this session, please:
• Find me during t...
TBEX North America 2016 - Using Ebooks for Content Marketing
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TBEX North America 2016 - Using Ebooks for Content Marketing

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Slideshare presented at the 2016 TBEX North America conference in Bloomington, Wisconsin, by Linda Aksomitis. Slideshow outlines basics of the E-book publishing market. Also used at a TBEX ebook publishing workshop held in Manila, Philippines, in 2016.

Published in: Marketing
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TBEX North America 2016 - Using Ebooks for Content Marketing

  1. 1. Using E-Books for Content Marketing
  2. 2. Content Marketing … a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience.
  3. 3. E-Books & Content Marketing Free giveaways used to collect email addresses or site subscribers
  4. 4. Content Marketing Around the Web
  5. 5. Earn Up to $29,700 per Month The top selling ebook in the travel category did on Amazon in April, 2016!
  6. 6. eBook Formats • Fixed format • Reflowable • Responsive • eBook apps
  7. 7. Fixed Format • Text and images are stationary—usually in PDF or portable document format Let’s talk about: • Advantages and • Disadvantages
  8. 8. Reflowable Format • Single column layout text and images move around to adapt to the size of the display screen • File formats include HTML, EPUB, AZW, MOBI
  9. 9. Advantages of Reflowable • Displays well on all screen sizes • Widespread usage and popularity • Cheap/fast to produce • Fast to update • Small file size (lower delivery costs on Amazon)
  10. 10. Disadvantages of Reflowable • Limited layout control • No bullets, columns, headers, etc. • Text based • Images restricted to centered or left-aligned
  11. 11. Responsive Formats • Content and images are fixed in place, but respond or adjust layout to the size of the display screen • File formats include EPUB3, iBook, AZW3
  12. 12. Advantages of Responsive • Enhanced design elements • Embed multimedia • Rich reader experience
  13. 13. Disadvantages of Responsive • Requires advanced technical skills • Limited compatibility between touch devices • Displays on few dedicated e-readers
  14. 14. Steps in Creating a Fixed Format eBook • Format text in word processor • Format images for Web usage / insert • Embed audio, video, and interactive objects • Save or export to PDF format
  15. 15. Steps in Creating a Reflowable eBook • 6 Steps: • Strip formatting • Apply styles • Insert / left align or center images • Create bookmarks • Link bookmarks to table of contents • Upload for conversion or convert to desired formats
  16. 16. Steps in Creating a Responsive eBook • Apple’s free iBooks Author (requires Mac computer and iPad) • Amazon’s free tools: Kindle Textbook Creator, Kindle Kids Book Creator, Kindle Comic Book Creator for Amazon • Google Play Book Creator (requires Android tablet) • Adobe Digital Publishing Suite (InDesign) or similar software using HTML5 and CSS
  17. 17. Country-Specific Things to Know • Copyright registration • Mandatory deposit • CIP (Cataloguing in Publication) availability or PCIP
  18. 18. ISBNs • International Standard Book Identification Number • Issued by country of publisher • Not required on Amazon or Barnes & Noble • Free-of-charge through distributors like Smashwords • Free in some countries (like Canada)
  19. 19. Content Marketing in Online Bookstores • Giving your book away for free • Amazon • Barnes & Noble • Apple • Kobo allow books listed for free • Smashwords and other distributors / aggregators
  20. 20. Selling Your eBook • Amazon (#1 ebook retailer) - 70% royalty on ebooks priced between $2.99 and $9.99, and 35% royalty on books higher or lower • Amazon delivery costs added to books in 70% range • Apple (#2 ebook retailer) - 70% • Barnes & Noble (#3 ebook retailer) - 65% on ebooks priced between $2.99 and $9.99 and 40% on books higher or lower
  21. 21. Aggregators / Distributors • An aggregator/distributor distributes your ebook to online retailers in their network for you, charging you a percentage of each sale • Advantages • More access • Less time • Minimizes sales tracking • No minimum earnings threshold • Disadvantages • Aggregator/Distributor earns a percentage of each sale
  22. 22. Are You Ready to Go Global?
  23. 23. Steps to Going Global • Decide: • What content marketing will support your brand • Your purpose • Your audience • Select topic • Select format based on: • Purpose • Book content • Technical skill
  24. 24. Questions? • Thanks for spending this hour with me! • If you have questions after this session, please: • Find me during the conference • Find me online at http://aksomitis.com and http://guide2travel.ca • Email me directly at: aksomitis@gmail.com

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