Companies create e-books to show off their knowledge, establish denmark phone number material their expert status, and gather leads. In blogs, the format is the third most popular after informational articles and news reviews.
What often happens is that a brand publishes many articles on a certain topic, then combines them, supplements them, and processes them into a detailed e-book. Then it offers to download it in exchange for contacts — an effective lead magnet. We will tell you how to create an e-book that is attractive to the target audience in this guide.
Content
Features of the e-book
An e-book is a longread at its maximum. These two formats have a lot in common:
accessible presentation in an informational style;
division into blocks for easy scanning;
lots of visual content for clarity and attention;
detailed information, consideration of the issue from all sides.
The main difference is in the volume. It is difficult for a user to master an article with dozens of scrolls. For a book, such a volume of text is the norm. You can stretch the reading over several approaches.
There are also differences in presentation. Longreads are usually published in open access directly on the site. E-books are closed and distributed as PDF files.
The mechanism of operation of these content formats is also different. Longreads collect traffic organically from search, e-books need promotion. The first format is often chosen for the upper sector of the funnel, the second - for the middle and lower.
Another similarity between an e-book and a white paper is that both formats are detailed and typically act as lead magnets. The former, however, focuses less on research and data, is written in accessible language, and is often aimed at newcomers to the topic.
Examples of e-books
Let's look at some examples of what e-books for business might look like.
HubSpot often uses the ebook format in content marketing. In the book How to Use an API, the brand talks about the history of the technology, types of APIs, their use, common errors, and security. The information is supplemented with diagrams and screenshots, the text is divided into blocks and lists. In the conclusion, it offers to subscribe to the blog.
