2. 2
ABOUT 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.
@mpatrickshea
TABLE OF CONTENTS
Introduction / 4
Determine Target & Goals / 5
Getting What You’ll Need/ 6
Structuring the Content / 7
More Resources / 9
3. 3
LEAD GENERATION POWER / INTRODUCTION
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.
21%
Source: Pew Internet & American Life
Project, 2012
g
S
Of adults read an
eBook last year
4. 4
DETERMINE 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 client's 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
GETTING THE CONTENT / CHAPTER 2
Does your agency specialize in your client’s vertical market? If so, you
probably know the industry as well as they do. Or are you new to the
space, trying to ramp your expertise while netting a few quick wins? Below
are 10 ways to get the “guts” of an eBook, from the perspective of both a
industry 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 study
Established 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
STRUCTURING THE CONTENT / CHAPTER 3
C
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
STRUCTURING THE CONTENT / CHAPTER 3
Because we know how time-consuming what
we’ve outlined in the previous pages can be, we
have built a FREE EBOOK TEMPLATE to help
you get started with your client’s eBook and
lead generation efforts. The eBook can be
found here: bit.ly/AgencyEbook
F
9. 9
MORE RESOURCES / HUBSPOT
Our Channel Account Managers help hundreds
of online services agencies understand how
inbound marketing can help them earn more
retainer clients and grow their business.
Request a Strategic Consultation to Learn How
Inbound can Help your Agency Grow.
http://www.hubspot.com/partner-talk/
10. 10
Let’s Talk About How Inbound Can
Help Your Agency Grow.
www.hubspot.com/partner-talk
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HubSpot s Partner Program
