Adam Fisher
10th December 2018 - 4 mins read
E

lectronic books, or eBooks as they are more commonly known, occupy the middle ground of the content world, between the shorter and more regularly produced blogs and the more formal, often academic approach, taken in whitepapers.

It is a format which has enjoyed something of a boom in recent years and it looks set for further success.

What exactly is an eBook?

When we talk about an eBook we are not talking about the publications you read through a device like a Kindle.

The eBooks we refer to are produced by businesses and typically come in PDF format.

They enable brands to explore a topic in deeper detail – often aimed at solving a problem customers may be experiencing - but through an easy-to-read style.

And producing them has many benefits.

So without further ado, here are seven reasons why your organisation should produce an eBook.

 

Cover a topic in more detail

If you are already regularly blogging, you are probably tackling topics in somewhere between 500 to 1,500 words.

An eBook enables you to tackle topics in much more depth, usually starting at around 5,000 words or around 20 pages.

This gives plenty of scope to educate, entertain and engage readers and potential customers.

Longer form content can appear daunting to a reader – many would be put off by a 5,000 word blog for example.

But putting it in the format of a well-designed eBook, which is supported by eye-catching design, will make them more likely to download it and read when they have time.

Not only that, but an information-driven, educational eBook could become a resource they refer to again and again.

This creates brand loyalty, enhance the reputation of the band and the connection the customer has with it and ultimately helps to drive revenue.  

 

Showcase expertise

Producing an eBook can help position your organisation as a thought leader in its industry and showcase its expertise.

Tackling important issues which matter to your customers in detail not only reveals a deeper level of understanding but will also encourage prospects to view your organisation as a trusted source of information and as a problem solver.

This in turn helps organisations cultivate the credibility customers look for.

 

Generate revenue

eBooks are a great way to generate new leads that could lead to new sales.

In return for your carefully crafted insight, potential customers typically need to provide their email address for the download link.

In some cases they may also be required to provide other details such as job role and phone number.

That means an organisation now have valuable information about someone who has expressed an interest in your content.

They are also a great tool for sales teams to use to generate interest and new business.

 

Reusable content

One of the great benefits of an eBook is that it provides a lot of content which can be repurposed and recycled in blogs.

I have written a few eBooks for our sister company Media First and I have been able to take parts from each one, whether it is a chapter, section or even just a paragraph, and turn that into a blog at later date.

For example, one I wrote on the importance of preparing for a media crisis has led to blogs on holding statements, risk register, the importance of communicating internally and identifying the right spokesperson.

Additionally, they also provide plenty of reusable content for social media teams.

 

Rise above the competition

Not only do eBooks provide another channel to promote your organisation, but they are also something many of your rivals may not be using.

There are plenty of blogs out there, for example, but how many companies in your sector go beyond that?

So, not only do they help to ensure your brand stands out, but they could also help you tap into a wider audience.

 

Retains its value

An eBook is an item of content which retains its value.

Unless it is on a particularly time sensitive subject, it can stay on your website indefinitely generating leads and interest.

You can also keep referring back to it in blogs to attract new readers and post about it on social media.

At the very worst you may just need to update it occasionally.

 

You may already be half-way there

If you are already regularly producing content like blogs then you may already be well on your way to producing an eBook.

Your existing content could form the basis of your eBook and may just need some repositioning, a slightly different angle, more detail and some good design.

 

In summary, eBooks are premium content which should form part of your content marketing strategy.  If they don’t, your customers may just find the information they are looking for through a rival organisation’s eBook.

At Thirty Seven, we offer content and design services to ensure your campaigns reach the right audiences at the right times. Our journalist led approach ensures your content is interesting, engaging and informative so you gain brand awareness and engagement whether it is social media content or an eBook.

Marketing

Time saving Word tips for PR pros

Iain Wallace 20th February 2018 — 3 mins read
W

ell, at Thirty Seven we believe in making content creation as simple and efficient as possible.

Sometimes this involves adopting the latest technology to incorporate interactive games, contests and podcasts into corporate marketing strategies.

And on other occasions it can mean revisiting the tools we have used for years – like Microsoft Word – and finding ways to do things that little bit better.

So in this blog we thought we’d share some of the Word tips and tricks that our content creators love.

Tip 1 – Filling the gap

How many times have you been preparing content in Word when not all the information is immediately available? You still want to do the ground work on the document and check the layout so you need some filler text. There’s only so many times you can repeat the words ‘blah blah blah’ across your document before it looks a bit silly, so for some more realistic looking holding text you can ask Word.

For paragraphs of random text, simply type =rand() or if a bit of Latin is more your thing you can get the same by simply typing =lorem(). The standard is three paragraphs but place a number between the brackets and you’ll get the equivalent number of paragraphs of filler.

Go try it now and see what you get…

Tip 2 – Losing it

It’s very easy to lose your place when editing various sections of a document, especially when you are being continually side tracked by telephone calls, urgent emails and impromptu meetings.

When you finally get back to the work you set out to do, using <Shift> + F5 will allow you to cycle directly to the spots that you have edited most recently. Using the same shortcut on a newly opened document will put you straight back to the location where you were most recently working, allowing you to dive straight back in before the phone rings again.

Tip 3 – Repetitive strain

If you find yourself repeatedly dipping into certain words or phrases in your content, such as the sign-off at the end of blog posts, the clipboard panel could be your answer.

Open the panel using the small dropdown arrow next to the clipboard and the items you copy will stack up one by one, up to a maximum of 24. This gives you an always available list that you can pick from with a single click at any point in your document.

Even after you close down Word completely the full list is still there the next time you open a document.

Tip 4 – A ‘case’ in point

When consolidating background documents written by different authors you can save hours furiously editing or retyping erroneous upper and lower case letters by using the ‘Change Case’ button.

This button allows you to change entire sections of text from upper to lower case and vice versa as well as providing options to capitalise the first letter of each word and so on. What’s more, selecting your text and using <Shift> + F3 will allow you to do pretty much the same thing by toggling through the different case options until you’re happy.

Tip 5 – Not a paintbrush

Format Painter is another supremely handy tool when gathering and combining content from different sources. Far from anything to do with painting as the icon suggests, this button actually allows you to reformat huge swathes of text into your chosen style.

Select some text that’s in your preferred style. Hit the ‘Format Painter’ button and then drag your mouse over the separate section of text that you want to re-format to your chosen style. Quick, easy and a definite time saver.

We love the fact we are still finding out new things about a programme that has become an integral part of daily life for so many of us for so long. What Word features could you not live without?


At Thirty Seven, we offer content and design services to ensure your campaigns reach the right audiences at the right times. Our journalist led approach ensures your content is interesting, engaging and informative so you gain brand awareness and engagement whether it is social media content or a whitepaper.  

Adam Fisher
9th April 2018 - 5 mins read

Every company wants to be an authority in their sector - those that engage the media usually are

Media First designs and delivers bespoke media and communications courses that use current working journalists, along with PR and communications professionals, to help you get the most from your communications plan.