9 Ways to Get More From Your Ebook
In prior posts, we’ve discussed ideas to get more out of your webinar content. Now let’s apply the same methodology to ebooks and other longer form content. Let’s get more mileage out of ebooks, white papers, and technical guides by building derivative assets from these long form content assets.
- Build infographics to visually tell the story. Pull key concepts out of long form content, and illustrate the story through an infographic. In addition to sharing the infographics socially, remember to cross-link between relevant content on your website. This is a good time to think about how this infographic can help tell a story at all junctures in the funnel, whether it’s top, bottom or middle, even pre- and post-sales communication. Once you’ve built a compelling infographic, don’t be shy about using it throughout your buying process.
- Let graphics, charts, and tables also live on their own. You’ve undoubtedly spent resources to build illustrative graphics, charts and tables help tell the story inside the ebook or white paper. Pull these graphics into social media and post them as an individual piece of content.
- Does this content lend itself to a poster format to illustrate the concept? I know, a poster sounds so old school, but that could be precisely why they are so popular. When I ran a tech media and events team, some of our most popular content was a poster of the SQL Server Table Map. I know, it might sound boring to us marketers, but my audience of SQL Server database administrators loved it! No matter how many we printed, we would run out of posters and find them posted in cubicles all over the world.
- Should I break this into a multi-part blog series? Could this story also be told in a multi-part blog series? Often, the premise for an ebook is birthed out of a few popular blog posts. Remember to think about the inverse too – how can I break down this ebook or white paper into a multi-part blog series to tell the stories in chapters or podcasts released over a period of time.
- Work with a partner on third party syndication. Similar to webinars, third party publishers can be a great resource to help get fresh eyes reading your ebooks and white papers. Publishers often have a different relationship with your target audience because they are trying to educate, not trying to sell your product. This helps your target audience see publishing entities as a trusted, credible source of industry information. Paid acquisition can be one of the quickest ways to help boost your lead generation funnel with active buyers.
- Work with your influencers. Make it easy for your influencers to share your content with their sphere of influence. Some companies have created recognition programs to help highlight the most active influencers, and create some internal competition among the movers and shakers within their industry.
- Co-market with a partner. Work with a trusted partner to share each other’s content and co-market key assets. Perhaps you can feature each other’s content in your email newsletter, retweet it through social, or even band together with both logos on the content piece, for the ultimate in co-marketing.
- Script for public appearances. Are you reinforcing key content themes through all public presentations, whether it’s your CEO at an industry event or your sales team on an individual call? I’m constantly amazed at how much great content can be sitting inside of an organization, but is not getting readily shared or used by the key brand advocates who talk with prospects and customers every day.
- Fodder for sales enablement materials. Has your marketing team done a good job of equipping the sales team with the key content themes inside of your ebooks and white papers? Continue to build sales enablement decks with key messages, and don’t overlook the small things such as reminding your sales team to send an ebook to a customer at xx stage in the buying cycle, or use xx white paper at yy in the buying cycle. Better yet, automate this content sharing via your marketing automation platform (with a personalized sales message, of course). Your sales team will look like industry rock stars to potential customers, and your marketing team will become the best friend of the entire sales team.
Next in the series, we’ll tackle ideas to exploit your most popular blog posts. If you’d like to learn more tips for more content types, see my full original blog post with 24 tips to upcycle your marketing content.