When it comes to content marketing, the best strategies go beyond just churning out a lot of blog content. Whitepapers, ebooks, infographics, video, podcasts…all are fair game when it comes to reaching your audience.

But today, for simplicity’s sake, let’s just cover ebooks. They’re definitely a proven component of a smart marketing strategy, but are they right for your brand? Ask yourself these questions to find the answer.


Do we have the content to support an ebook?

If you have a decent amount of blog content, the answer is probably yes. In fact, the more blog content you have on a single subject, the less work you’ll have to do to create something completely new. It may be possible to simply compile what you’ve already written, with a few tweaks, to create a larger ebook on the subject.

What’s our goal?

An ebook is a fantastic marketing tool that can help you boost email subscribers, get more product demo signups, or achieve any other marketing goal you have. But the key is to have a goal.

Maybe you’ve seen quite a lot of traffic to a few blog posts on a similar topic, and you want to leverage that to attract a certain demographic into your sales funnel. By defining exactly what you want to achieve in creating an ebook, you set up metrics to pay attention to as you publish and market the ebook.


Can the ebook support other content?

Ideally, all your marketing efforts would support one another. If the ebook can tie into past blog posts, you could then add a call to action at the end of those posts to encourage people to download the ebook for more in-depth information.

If you’re trying to promote a particular product, the ebook could deal with that subject indirectly. The ebook isn’t designed to blatantly promote a product, but if, for example, you’re trying to get more subscribers to your email marketing platform, the ebook could provide best practices in email marketing. You’re creating value without pushing a sale.


How would we market the ebook?

Content created in a bubble is worthless. You need a marketing plan for your ebook before you even create it. You should make an easy-to-find link (with image) on your home page, as well as on your blog. You should heavily promote it on social media over time, and email your subscribers about it. All the marketing you do will help you achieve that goal you set.

If you’re ready to step up your content marketing a notch, consider creating an ebook. You’ll establish your thought leadership on a topic, and boost whatever your marketing goal is.

About Susan Guillory

Susan Guillory is the president of Egg Marketing & Communications, a marketing firm specializing in content writing and social media management. She frequently blogs about small business and marketing on sites including Cision, Forbes, AllBusiness, Small Business Trends, The Marketing Eggspert Blog and Tweak Your Biz. Follow her on Twitter @eggmarketing.

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