Public Relations & Social Marketing Insight

But making an ebook can be overwhelming. Not only do you have to write the content, but you also need to design and format it into a professional-looking document that people will want to download. But with lead generation as the top goal for content marketing, ebooks are an essential part of any successful inbound marketing program.

So in this post, we'll walk you through the ins and outs of creating an ebook by ... well ... creating an ebook. And if you're worried about your lacking design skills? Fret not ....

Or, to use another analogy, it's kind of like a display of orange slices at the grocery store, giving shoppers an opportunity to taste a sample before committing to a purchase. After all, it's awfully disappointing to arrive home with a bag of oranges that appeared juicy and delicious, but are actually dry and tasteless.

Similarly, most of us have been burned by purchasing something online that didn't quite deliver on its promise. People want to see what they're getting themselves into, and you can facilitate that with an ebook. Remember, just because it’s got “book” in the name, it doesn’t need to be a novel. You can make an ebook with a collection of testimonials, case studies and examples of your work, or a basic introduction to your offerings that will leave your readers wanting more....

While the importance of providing great content to searchers has been highlighted and preached for a long time, 2013 was the year the content engine exploded. More and more businesses are jumping on the content bandwagon.It’s not about creating just ebooks or just blog posts. We’ve learned that a healthy variety in the kinds of content you produce is best.

This means videos, infographics and more. It keeps your audience expecting something different each time they come back to your website.

It also shows that you’re more willing to educate your readers with valuable information that will make their life simpler or purchase easier.

Specifically focusing on ebooks, their creation and use went up in 2013. According to the Content Marketing Institute, 51% of B2B marketers used ebooks in 2012. That number rose to 64% in 2013. So what’s to come for ebooks in 2014? Read on and I’ll tell you....