21.11.2019

Marketing & Growth

Five tips on how to write lead-generating eBooks

6 min read

Matthew

When it comes to generating leads, eBooks are a key part of the process helping to drive website conversions. However, we understand that writing an eBook can be a time-consuming and sometimes daunting task. The brainstorms, the research, the content creation – it all requires a significant amount of investment.

And when you consider the amount of effort that goes into an eBook, you want to make sure it will be a valuable, high-quality piece of content. Right?

But how?

Before you start writing an eBook, it’s essential to put some thought into planning what you’re going to create, why you’re going to create it, and how you’re going to do it. This is important because if you get the strategy right, all the work you put into your eBook will be worth it!

We know from experience that the best eBooks can generate leads for years to come, which is why I’m going to share our five top tips on how to write lead-generating eBooks:

Best practice advice on how to get more out of your eBooks

1. Start with your buyer personas

First bit of advice on how to write a lead-generating eBook: review your buyer personas’ challenges and pain points.

As with the creation of any other piece of content, we can’t stress enough how important it is to always refer to your personas. When you are brainstorming topics, ask yourself: Is this a topic you think your target audience need to know about? Or is it something they actually want to know about?

Businesses often think that they know their customers and prospects inside out, especially if they’re dealing with them on a daily basis, but that’s not always the case.

Here’s an example: if you’re working for a company that sells bicycles, you might think that all your customers are cycling enthusiasts who want to read about the latest tyre models you’re selling. In reality, however, most of them are just be looking for a reasonably priced, environmentally friendly way of getting from A to B. They don’t want a high-end bike.

In essence, it’s not about you or your product – it’s about your customers and how you can help them solve their problems. Instead of arbitrarily creating content you think people need or want to read, start creating content they know they need.

2. Interview experts on the topic

To write a high-quality eBook, two key people that need to get involved. The first one is, of course, a good writer – and the second one is your industry expert (or experts). But if you already have a technical writer, why is it so important to get an expert involved as well?

There are multiple benefits of doing this; while a writer might be familiar with the eBook, the technical details that are needed to create true value for the reader can only be provided by someone who is knows the topic inside-out. Letting your writer interview an expert will allow you to provide unique insights and create original content that your readers won’t find on any other websites.

We recommend starting with a synopsis for your eBook and a list of questions on sub topics or chapters first. Then, once the expert has provided initial feedback on the synopsis, the writer can gather as much information as possible on a call with the industry expert.

P.S. eBooks are just one part of your B2B content marketing strategy. You need to do the rest! Find out how by reading our guide.

3. The content of your eBook

Now it’s time to learn how to write the content of an eBook. Start with a framework or outline that includes chapter headings and what you want to write about (based on the synopsis and answers from your interview questions).

It’s usually easier to start with the main part of your eBook first and write the introduction and conclusion at the end. For most people, it will be much easier drafting them once the other chapters are completed. 

Finally, don’t underestimate the power of a catchy title! Don’t just use the first eBook title that comes to your mind. The title is often the first thing someone reads and can decide whether they download your eBook or not, so make sure to spend some time on it.

4. Review process

After your writer has produced the first eBook draft, the next step is to conduct a thorough review for quality assurance. There are three phases:

  • First, evaluate the content from a technical perspective to make sure all the facts are correct.
  • Second, see if the draft is in line with the agreed topic and synopsis and if it provides enough value for the reader, i.e. did you include your own thoughts and information or is it just a repetition of what’s already out there?
  • Third, proofread and edit your piece of content. Get someone else to read it to see if they understand what’s being said.

 

5. Repurpose your eBook content to build interest in it

Once you have completed your eBook, it’s time to get it out there so you can start generating some new leads!

One way to promote your new piece of content is to select key chapters of your eBook and repurpose them into blog articles. These articles will provide a brief overview of that chapter (so as not to give away the detail) and then link back to your eBook through a call-to-action (CTA).

You can use these key chapters to create infographics, social media snippets or even short video clips. All of this can help build interest in your eBook across many channels, improve engagement (as some will prefer watching to reading) and amplify its reach – and you don’t have to spend any time creating new content from scratch.

Now that you know how to write a lead-generating eBook, you can use the tips outlined in this blog to make the most out of your new and existing content.

Not using HubSpot yet?

Book a demo with our team today.

Latest Insights

Sales & CRM

20 min read

HubSpot HIPAA compliance: everything you need to know

Explore HubSpot's HIPAA compliance. We cover the basics of HIPAA, challenges HubSpot faced, and HubSpot's new tools to meet compliance requirements.

Read more

Marketing & Growth

21 min read

Enhancing your marketing processes with HubSpot AI

Learn how you can integrate HubSpot’s AI assistants into your marketing processes to optimise your efforts and supercharge efficiency. 

Read more

Sales & CRM

17 min read

How to plan for a successful HubSpot Implementation

Key aspects of planning and managing HubSpot implementation. We'll guide you through every step to ensure a successful HubSpot implementation.

Read more

Marketing & Growth

10 min read

Why it might be time to consolidate marketing agencies

Learn why & when to consolidate your marketing efforts with an agency specialising in strategy, creative solutions & technical expertise.

Read more

Technical & Integrations

5 min read

HubSpot’s cookie consent banner update: What you need to know

HubSpot is updating its cookie consent banner to version 2 on July 5, 2024. Here’s what you need to know about the update & how to prepare for it.

Read more

Sales & CRM

27 min read

HubSpot user adoption: a comprehensive guide to boosting CRM adoption

Explore strategies, best practices, and tools to drive user adoption in HubSpot, ensuring a smooth transition and maximising user engagement.

Read more

Sales & CRM

37 min read

HubSpot security and compliance: best practices and automated tools

Explore how to leverage HubSpot’s security tools and resources to mitigate risks and ensure Security and Compliance in HubSpot.

Read more

Culture

3 min read

Huble named #1 in HubSpot Consultancy Proficiency and Marketing Strategy Agency on G2

We are proud to have been recognised as the leading solutions provider in the Best HubSpot Consulting Services category of the G2 Spring reports 2024. 

Read more

Marketing & Growth

22 min read

Everything you need to know about HubSpot Content Hub

Learn all about HubSpot's Content Hub, including the key benefits and pricing, what's changing and how Marketers can utilise the platform.

Read more

Sales & CRM

25 min read

HubSpot Data Management: 6 strategies for success

This article dives into the central role of data management in maximising CRM potential and best practices for data management in HubSpot.

Read more