This document discusses eBooks and how to create and distribute them. It notes that eBook readership is growing significantly due to increasing tablet ownership. When creating an eBook, one should establish goals, identify content sources, decide on format, and set a distribution strategy. Popular eBook formats include PDF, ePub, and Kindle format. Tools like Calibre can help convert files to different formats. Distribution options include websites, social media, and bookstores. Examples demonstrate how companies have successfully used eBooks.

1. eBooks
January 9, 2013

2. why it matters

3. Definition
eBooks are . . . . .
• A white paper on steroids
• A report, generally 12-40 pages or more
that presents complex information in a
visually attractive, reader-friendly format
• Filled with content that is both informative
and entertaining with a tone that is collegial
• Organized in a “chunky” format to facilitate
skimming and scanning
source:

4. Why eBooks
• Nearly 1 in 4 Americans read an eBook in 2012
• For every 100 paper books Amazon sells on its site, it
sells 114 eBooks
• Worldwide eBook sales hit $3.2 billion in 2012. That
number is expected to more than triple by 2016
• 32% of B2B marketers outsource their white papers and
eBooks - second-highest outsourced type of content
Source: Pew Research Center, American Association of Publishers & Amazon

5. Tablet Takeoff
• Currently, 1/4 of Americans own at
least 1 tablet
• 112.5 million U.S. adults will own a
tablet by 2016 - that’s more than
1/3 of the U.S. population
• Tablet users spend an average of 14
hours per week with their tablets
• People prefer tablet for reading over
mobile phone, computer, newspaper
and magazine
Source: Forrester Research & Online Publishers Association

6. Benefits
• Builds expertise and thought
leadership in a particular
industry or a particular topic
• Collects information about
those who download
• Engages prospects in long
sales cycles
• Becomes a place to
repurpose content (blogs,
white papers, etc.)

7. Usage
32% of
marketers
produced
eBooks in
2012,
doubling the
2011 total
source:

8. how we use it

9. Key Steps
• Establish goals
• Identify content sources and how information will be
presented
• Decide on format
• Set distribution strategy

10. Goals
Key Questions:
• Who is the target audience?
• What type of information are you trying to gather?
• What do you want readers to gain from the eBook?

11. Content & Presentation
Key Questions:
• What do you know that’s of value to your prospects and
customers?
• How can we illustrate our best ideas and insight?
• What do you want readers to take away from the e-book?

12. Content & Presentation
Content:
• Introduction - establishes what the eBook is about and why
it’s being written
• Body - content that you’re repurposing or creating
• Graphics - charts/graphs, videos, callouts, lists
• Conclusion - serves as a transition to a deeper
engagement with your company/brand

13. Content & Presentation
Common eBook Strategies:
• Solving a problem
• How to avoid 7 content marketing mistakes
• Lead to success
• 10 secrets to building your blog
• Sharing insight, surveys, research
• What advisors say about the impact of the fiscal cliff

14. Format
Key Questions:
• How do you expect prospects and customers to view your
eBook?
• Will you be incorporating video content into your eBook?
• Does the layout need to remain fixed?

15. Format
Popular eBook formats:
PDF
ePub
• Can be viewed on almost all devices except Kindle and
Kindle Fire (conversion available to Kindle-friendly
formats); popular because of HTML5 & CSS3 integration
Kindle format
• Can be viewed only on Kindle or Kindle Fire

16. Tools
Converts PDF to various eBook formats, also handles
distribution to bookstores
Calibre
Converts PDF and other file types to various eBook formats

17. Distribution
Key Questions:
• How do you plan to distribute your eBook?
• In addition to your prospects, who else do you want to
know about your eBook?

18. Distribution

19. how it’s done

20. Examples

21. Examples

22. Examples

23. summary

24. Key Takeaways
1. eBooks are a great way to deliver a higher level of
content and build a thought leadership position
2. Tablet use continues to skyrocket, driving the surge in
eBook readership
3. The user experience can help determine the format you
choose for distributing your eBook
4. eBooks can help you gather more information about
your prospects
5. Balancing graphics and content will help make your
eBook more reader friendly

25. Key Takeaways
1. eBooks are a great way to deliver a higher level of
content and build a thought leadership position
2. Tablet use continues to skyrocket, driving the surge in
eBook readership
3. The user experience can help determine the format you
choose for distributing your eBook
4. eBooks can help you gather more information about
your prospects
5. Balancing graphics and content will help make your
eBook more reader friendly

26. Salva O’Renick is an interactive content
marketing agency focused on helping
clients change the way they engage
customers to drive business. Visit our
website to learn more.
Content Marketing Club is a part of Salva
O’Renick’s initiative to create an ongoing
conversation about the ever-changing
content marketing landscape. Visit our
website for more insight.