We’re walking our readers through a step-by-step tutorial on how to write, publish and market an eBook campaign to generate leads. We’re currently in Phase #1: Researching Your Topic. Today we are on Step #1: Determine Your Expertise.
Review your products and services
Getting a clear understanding of what you have to offer to your lead-base is essential in determining what kind of eBook you are qualified to write. Get the very basic perceptions of your company by scanning your website, your Facebook page, or any other online profile and jot down what your business excels at. Do you have any credentials that distinguish your firm individually?
This self-reflection exercise also calls for you to examine how your business accomplishes what it does. What specific platforms or applications help run your products/services? Writing these ideas down can help you brainstorm potential topics.
For an example, we looked at David Meerman Scott’s website. By scanning his About Me page, we can tell that he is a marketing strategist and has had experience working with other companies while managing his own.
What does he do?
He offers marketing advice.
How does he do it?
He writes books and is a professional speaker.
What credentials does he hold?
He was a marketing VP for 2 public companies and was an advisor to several emerging companies.
Now… what’s YOUR expertise?
Make a list of your company’s goals
What marketing goals and benchmarks does your company wish to pursue? How will writing this eBook help you achieve these goals? For example, if your goal is to find new clients in the PR industry, you might consider writing an eBook aimed at PR professionals.
Pinpointing the audience you want to target will help you decide what topic to write about.
Examine your own company’s unique analytics and findings
Content that is backed by proven research and statistics is always valuable, especially on topics that many businesses struggle with (such as email marketing optimization). For example, if you’ve been A/B testing your email subject lines, you can share what you’ve learned in an eBook.
Hubspot implemented this very practice by using their own campaign data from a CTA experiment. Note how they incorporated visuals of the different treatments so that their readers could quickly and easily understand the different variable.
Graphs and tables are great tools to explain your findings. Hubspot laid out the data they collected from the same experiment described above, and as you can see, the striking difference between the bar graphs leaves the reader with just the impression Hubspot intended.
When scouring through your own material, look for something that is unique and interesting. As Jason Falls of Social Media Explorer says,
Ask yourself if the content you provide on your blog, social channel or email newsletter excites you. And don’t just say, “Of course, it does! I write it!” and dismiss the question. Actually take yourself out of your own mindset and worldview for a moment. Put yourself in the mindset of a customer. Now does it?
Keep this helpful insight in mind when going through your own data.
Consider investing in starting your own campaign to generate unique findings
Starting your own experiment can yield results that are useful to your field and could establish your company as a place to get useful statistics for other organizations. Just think about it!
Want to get your hands on a copy of our FREE eBook Toolkit and start generating B2B leads today? Be sure to sign up here and get your copy now!