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

The unsexy content which needs to be part of your communications strategy

Adam Fisher 13th February 2018 — 4 mins read
O

ther forms of content, such as the less formal eBooks, blogs, infographics and interactive games appear more exciting and attractive and ultimately seem to have become more popular.

You could be forgiven for thinking, therefore, that whitepapers have had their day and are just another victim of digital progression.

But there is another school of thought – one which we subscribe to at Thirty Seven – that whitepapers are alive and well and continue to play a crucial part in effective content marketing strategies.

In fact, we believe they have an integral role in providing the comprehensive, detailed material which is all too often missing in other parts of content marketing.

It is the perfect long-form content medium in which to position a brand as a genuine authority in its field and take a deep look at the issues which matter to its clients and potential customers.

Here are a few more of its strengths:

Whitepapers have longevity

A whitepaper which successfully tackles an important issue will be saved and printed out and people will refer back to it again and again when they make important decisions.

Whitepapers are shared

They may not go viral in the social media sense, but whitepapers are typically shared by colleagues and teams and can travel extensively within just one organisation, greatly increasing the size of the audience and spreading awareness of your brand. My boss, for example, will regularly share whitepapers with me that he has downloaded and found useful and I often pass these on to other colleagues and even people in other organisations.

Content that can be reused

A common concern organisations often have about whitepapers is that they require considerable time and effort for just one piece of content. But actually that isn’t the case. A good whitepaper can typically be sliced and diced into a series of blogs. Not only is this fresh content, but each resulting blog can be used to encourage the reader to download the whitepaper for detailed analysis of the wider issue.

Whitepapers create strong leads

Whitepapers are not for the casual reader – they require too big a time commitment from the consumer for that. So, when someone signs-up to receive a whitepaper they are looking for a solution to a particular problem and they are trusting your organisation to provide it.

If whitepapers have all these benefits, how can you ensure yours doesn’t fall into the ‘unsexy’ trap?

Tackle a topic which matters to your audience

As with all content marketing, understanding your audience and the issues that matter to them is pivotal.

For your whitepaper to gain the interest of your customers it needs to tackle both an issue they want to be resolved and offer a unique perspective.

This involves detailed research, information being verified and experts being interviewed - and a clearly communicated argument.

Improve the visual

One key way to improve the image of whitepapers is to make them look visually better. Page after page of text is only going to cause readers to lose interest and stop reading, no matter how well it is written.

Photographs, infographics, charts, pull-out quotes and even coloured boxes all have a role to play in adding a creative touch and making whitepaper content more visually appealing.

Length

Even though whitepapers are long-form content a careful eye needs to be kept on length.

A 10-15 page document should easily be enough to construct a credible and persuasive argument and will be much more digestible and less daunting than something double that length.

This means that writing needs to be sharp, concise and waffle free.

Use variety to spice it up

If you’ve already got whitepapers as part of your content, try using different templates and styles to make new ones stand out. Find different ways for readers to test what they have learnt in different sections of the paper, add bullet point summaries after specific sections and use different layouts.

Produce an attention-grabbing headline

No matter how strong the content of your whitepaper you still need to find a way of ensuring you customers are going to read it.

The headline is key to ensuring that your whitepaper stands-out, generates curiosity and promises the solution to a problem.

Enable people to preview whitepapers before they download

Allowing customers to preview a few sample pages of the whitepaper before they need to enter their details and download it is a great way to entice readers and highlight the quality of your document. If it is good enough for Amazon and the books they sell then I think it is something we should all consider.

Check out this example we created for Every Angle.

Whitepapers may not be sexy. They may not provoke instant excitement. But get them right and your customers will find them hard to resist.


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.

Aimee Hudson
3rd October 2017 - 8 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.