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eBooks
January 9, 2013
why it matters
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 scanning

source:
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 content




Source: Pew Research Center, American Association of Publishers & Amazon
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 magazine

Source: Forrester Research & Online Publishers Association
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.)
Usage



            32% of
           marketers
           produced
           eBooks in
             2012,
          doubling the
           2011 total




source:
how we use it
Key Steps

• Establish goals

• Identify content sources and how information will be
  presented

• Decide on format

• Set distribution strategy
Goals

Key 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?
Content & Presentation

Key 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?
Content & Presentation

Content:

• 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
Content & Presentation

Common 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
Format

Key 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?
Format

Popular eBook formats:

PDF

ePub

• Can be viewed on almost all devices except Kindle and
  Kindle Fire (conversion available to Kindle-friendly
  formats); popular because of HTML5 & CSS3 integration

Kindle format

• Can be viewed only on Kindle or Kindle Fire
Tools




Converts PDF to various eBook formats, also handles
distribution to bookstores



Calibre
Converts PDF and other file types to various eBook formats
Distribution

Key Questions:

• How do you plan to distribute your eBook?

• In addition to your prospects, who else do you want to
  know about your eBook?
Distribution
how it’s done
Examples
Examples
Examples
summary
Key Takeaways

1. eBooks are a great way to deliver a higher level of
  content and build a thought leadership position

2. Tablet use continues to skyrocket, driving the surge in
  eBook readership

3. The user experience can help determine the format you
  choose for distributing your eBook

4. eBooks can help you gather more information about
  your prospects

5. Balancing graphics and content will help make your
   eBook more reader friendly
Key Takeaways

1. eBooks are a great way to deliver a higher level of
  content and build a thought leadership position

2. Tablet use continues to skyrocket, driving the surge in
  eBook readership

3. The user experience can help determine the format you
  choose for distributing your eBook

4. eBooks can help you gather more information about
  your prospects

5. Balancing graphics and content will help make your
   eBook more reader friendly
Salva O’Renick is an interactive content
marketing agency focused on helping
clients change the way they engage
customers to drive business. Visit our
website to learn more.



Content Marketing Club is a part of Salva
O’Renick’s initiative to create an ongoing
conversation about the ever-changing
content marketing landscape. Visit our
website for more insight.

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Creating a great eBook

  • 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 scanning source:
  • 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 content Source: Pew Research Center, American Association of Publishers & Amazon
  • 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 magazine Source: Forrester Research & Online Publishers Association
  • 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. Usage 32% of marketers produced eBooks in 2012, doubling the 2011 total source:
  • 9. Key Steps • Establish goals • Identify content sources and how information will be presented • Decide on format • Set distribution strategy
  • 10. Goals Key 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. Content & Presentation Key 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. Content & Presentation Content: • 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. Content & Presentation Common 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. Format Key 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. Format Popular eBook formats: PDF ePub • Can be viewed on almost all devices except Kindle and Kindle Fire (conversion available to Kindle-friendly formats); popular because of HTML5 & CSS3 integration Kindle format • Can be viewed only on Kindle or Kindle Fire
  • 16. Tools Converts PDF to various eBook formats, also handles distribution to bookstores Calibre Converts PDF and other file types to various eBook formats
  • 17. Distribution Key Questions: • How do you plan to distribute your eBook? • In addition to your prospects, who else do you want to know about your eBook?
  • 24. Key Takeaways 1. eBooks are a great way to deliver a higher level of content and build a thought leadership position 2. Tablet use continues to skyrocket, driving the surge in eBook readership 3. The user experience can help determine the format you choose for distributing your eBook 4. eBooks can help you gather more information about your prospects 5. Balancing graphics and content will help make your eBook more reader friendly
  • 25. Key Takeaways 1. eBooks are a great way to deliver a higher level of content and build a thought leadership position 2. Tablet use continues to skyrocket, driving the surge in eBook readership 3. The user experience can help determine the format you choose for distributing your eBook 4. eBooks can help you gather more information about your prospects 5. Balancing graphics and content will help make your eBook more reader friendly
  • 26. Salva O’Renick is an interactive content marketing agency focused on helping clients change the way they engage customers to drive business. Visit our website to learn more. Content Marketing Club is a part of Salva O’Renick’s initiative to create an ongoing conversation about the ever-changing content marketing landscape. Visit our website for more insight.