As a business owner or marketer, you should constantly be on the lookout for ways to grow your brand. Naturally, I believe in the school of thought that says the more content you can produce, the better. Others would tend to agree, as well.
As we transition from 2015 into 2016, there’s no such thing as having too much content. That’s not to say you should start pumping out spammy content that lacks substance or usefulness, but rather that quality content always returns value.
In today’s internet-dominated consumer marketplace, content is currency. Guest blogging drives traffic to your website. Social media posts build brand equity. On-site blogs reward visitors with actionable knowledge. Email newsletters keep a brand on the forefront of customers’ minds. And while each of these mediums is an integral component of an overall content marketing strategy, one medium is constantly being overlooked. Despite consistently positive return rates, eBooks are rarely – if ever – leveraged by small businesses.
5 Reasons Your Small Business Must Author an eBook
In my opinion, the root problem is a lack of market education. There’s just not a lot of focus on eBooks, so the average business owner or marketer isn’t able to accurately understand the efficacy of this content format.
While you’ll need to do some digging around to get the full picture of why eBooks matter in the grand scheme of content marketing, I’m going to provide you with what I believe are the five most important reasons why every small business needs to author an eBook.
1. Strengthens Your Credibility
An eBook strengthens your credibility and gives your brand some degree of industry authority. This is simply a matter of consumer perception, though. While any business can write an eBook, consumers automatically see them as more reliable and authoritative than blog posts. By authoring an eBook, you’re showing prospective customers and clients that your brand has distinct beliefs and an ability to conceptualize them in written form.
2. Extends Your Reach
Penning an eBook extends your brand’s reach. You’re able to put your brand in front of people who otherwise would have never come across your website, blog, or social media profiles. Think of it as an in-depth form of advertising. Your eBook will naturally be shared and circulated within your industry and – if effectively aligned with your brand – will drive traffic back to your website.
3. Allows for Lead Capture and/or Passive Monetization
When you author an eBook you have two options. You can either make your eBook free and require people to sign up in order to receive a copy, or you can charge for it and sell through one of the popular online marketplaces. Either option adds value to your brand.
If you choose the former option, you should set up a registration form that collects the individual’s name, email address, and other important information. This allows you to capture a potential lead and build an email database. If you choose to charge for the eBook, you may be able to develop a steady stream of passive income.
4. Paves the Way for New Opportunities
In many cases, eBooks pave the way for additional opportunities such as speaking engagements, webinars, podcast interviews, or any number of other PR opportunities. Bloggers and media outlets are always looking for new topics and chances to develop fresh content. When they run across relevant eBooks, it’s not uncommon for these folks to reach out to the author and offer opportunities such as the ones mentioned here.
5. Directly Promotes Your Brand
Finally, an eBook is a branding tool. The ultimate goal of an eBook is to put your name in front of as many people as possible. As you can see, every benefit is directly tied to adding tangible value to your brand. This is value that you would otherwise miss out on should you opt to ignore this high-returning content medium.
How to Write an eBook
For many businesses, the reason they don’t have an eBook is that they don’t (1) have the time to write an eBook, (2) lack the writing skills needed to author an eBook, or (3) are completely intimidated by the process of brainstorming an idea, writing, editing, and publishing. Thankfully, there’s an alternative to writing your own eBook. The answer is ghostwriting.
When you let a ghostwriter write your eBook for you, you get access to high quality content without the time commitment. Furthermore, the content is still branded under your name – meaning customers won’t ever know you outsourced the writing.
If you’re interested in authoring an eBook for your business – yet lack the time it takes to write one – don’t hesitate to contact me today. I’d be happy to discuss some options and answer any questions you may have.