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Customer Webinar: eBooks 101


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For the second in our three-part webinar series spotlighting specific interactive content types, we’ll turn our focus to interactive eBooks, a great tool for educating your users and allowing them to self-discover your product and services, while driving demand and helping them through your funnel.

View the slides to learn best practices, how to use eBooks effectively, tips for making content feel customized to your user, as well as customer examples of success.

Published in: Marketing
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Customer Webinar: eBooks 101

  1. 1. Interactive eBooks Who, What, Where, When & How (to Launch Great Ones!)
  2. 2. Welcome! Audrey Ross Director of Customer Engagement Stephanie Mansueto Sr. Content Strategist
  3. 3. What We’ll Cover What are they? When to use them? Where can they work best? How to create them? Examples & success stories!
  4. 4. What is an interactive eBook?“ ” in·ter·ac·tive e·book ˌin(t)ərˈaktiv ˈē-ˌbu̇k noun Meaning: a digital, visual web experience that has multiple chapters or sections of content that a user can freely select and engage with based on their interest and preference.
  5. 5. Common Structure { Landing Page Chapter Pages
  6. 6. Is this an Interactive eBook?
  7. 7. No.
  8. 8. More compelling and engaging than a static PDF Marketer learns from the data given freely as part of their interaction with the eBook Form placement allows for testing and usage both for lead generation and demand generation (high and mid funnel) Benefits to Brand
  9. 9. Allow them to self-educate, progress through content at their pace and based on their interest Can choose their own adventure, and content feedback loop becomes more specific to their interests Feels like less effort Benefits to User
  10. 10. Places to start • Static ebook PDF • White paper • Long-form blog content or a blog series • Long-form static piece (ex: collection of case studies) • Checklist or a list of best practices
  11. 11. Best Practices
  12. 12. 1. Visual, pleasing landing page
  13. 13. Salesforce example
  14. 14. 24 Hour Fitness example
  15. 15. ThreatMetrix example
  16. 16. 2. Chapter/section navigation on every page
  17. 17. Salesforce example
  18. 18. Hibu example
  19. 19. Direct Marketing News example
  20. 20. 3. 4-6 Chapters of content
  21. 21. 4. Content sections are standalone
  22. 22. 5. Form & gate experimentation
  23. 23. Pitney Bowes example
  24. 24. 6. Subtle animations
  25. 25. Getting It Done
  26. 26. Step 1: Select Your Starter Content Piece or Asset
  27. 27. Step 2: Pick Your Quick Start
  28. 28. Step 3: Use content templates to focus and curate the content for interactive format
  29. 29. Step 4: Publish!
  30. 30. Doing it Right
  31. 31. Purchasing Power Combined use of eBooks and solution finders during buying process to educate and drive more purchases • Exceeded conversion goals by 80% • Conversion rate 4X higher than site average
  32. 32. BASF Engaged audiences with a condensed eBook version of 36- page content piece • Average time in experience was 12 minutes! • 17% of viewers clicked with the “download” CTA
  33. 33. Optimize! A/B test if you can. Iterate & expand. Evaluate what was learned & use to inform future content strategy. Capitalize on new data Think about companion pieces, like: Solution finders Calculators What’s Next?
  34. 34. Thank You! We’d love to hear from you! Web: Twitter: @ioninteractive