How To Create an Effective eBook

Anna Sonnenberg


March 24, 2016 (Updated: May 4, 2023)

When you want to stand out as an expert in your field, a great eBook can make your brand shine. To position yourself or your business as an industry leader, you’ll need to make sure your eBook is a top-notch piece. Learn the process to create an effective eBook, from brainstorming to marketing.

Reasons to Write an eBook

An eBook can be valuable for your business, as long as you approach the project with the right intentions. Most businesses decide to write eBooks for the following reasons.

Grow Your Audience

A blog post can only be so long and generate a limited number of leads, but an eBook can take your blog to the next level. When writing an eBook, you can write thousands of words and show knowledge of a subject. With this platform, you can also build your audience and generate new business for weeks, months, or years.

Become an Expert

When readers consume your blog content, you can’t be guaranteed that they’ll make their way past a single article. In an eBook, you can share knowledge, experience, and research that show how much you know. With an eBook, you can position yourself as an expert in your field.

Build Your Brand

If you already have a personal or business brand, an eBook can help you build on earlier success. Use your eBook to connect to sectors you’ve been unable to reach, get on the radar of thought leaders in your field, and increase your brand’s credibility as an industry leader. In the process, you’ll expand awareness and increase your brand profile.

Methods for eBook Ideation

All types of content require careful thought and planning, but producing an eBook takes this process to a new level. If you’re not sure what makes an idea worthy of an eBook, consider some of the following concepts.

Collect Blog Posts

If you’ve already devoted significant time to producing carefully researched, high quality blog posts, try repurposing them into an eBook. This idea offers a great way to create a comprehensive resource that directly relates to content you’ve already created. An eBook also lets you provide more value to your audience by collecting information in a single, searchable resource.

Answer Questions

If you intend your eBook to position you as a leader in your field, try answering some of your industry’s most pressing questions. Compile these questions from your general knowledge of the sector or ask for questions directly from your audience. Involving your audience in the ideation phase can be a smart tactic for keeping readers interested throughout the creation and marketing stages, potentially increasing your sales.

Use Your Analytics

When you’re not sure where to start, your own blog’s analytics often hold the answer. Take a closer look at your analytics to decide what your readers search for the most and where you rank highest for keyword searches. Expand that topic into an eBook, and you’ll have yet another tool that will continue to drive traffic.

How to Structure the Writing Process

From the length to the structure and overall concept, the way you write an eBook is different than the way you create a blog post. To make sure you’re headed in the right direction, start with an outline to get the structure on paper.

Establish a timeline for writing and editing, but don’t let this process take over your larger workflow. In most cases, an eBook should supplement your existing content strategy, not replace other production channels completely.

No matter how passionate or knowledgeable you are about the topic, however, producing an eBook is the ideal time to bring in the professionals. Consider hiring an experienced writer or a professional copy editor to make sure your eBook has the impact you want.

Best Practices for eBook Design

Content is a critical part of any eBook, but the design plays an equal part in the product’s success. As you lay out your eBook, adhere to some basic design best practices.

Create a Solid Title

Readers will see your eBook title before anything else, so make sure the title generates interest. Use a title that accurately conveys the nature of the eBook, but make sure the title also prompts curiosity, answers an intriguing question, or promises in-demand information.

Be Interactive

An eBook composed entirely of text won’t hold many readers. Make your eBook memorable and increase its value by adding interactive media. These media forms can be as straightforward as incorporating links back to top content from your blog or as complex as producing interactive infographics that give your story new life.

Know Your Format

To make sure that your eBook looks the same across devices and is easy to consume straight from your website, PDF is often the best option. To make your eBook available in Google Play Books, iBooks, or some other platforms, go with EPUB format. If you plan to sell your eBook through, you’ll need to format and create a MOBI file.

Best Ways to Market eBooks

Even great eBooks don’t generally sell themselves, so have your marketing plan of attack in place before you release your product. Put the following marketing techniques at the top of your list.

Create a Landing Page

The best way to put your eBook to work of generating leads is by making a landing page on your blog. Keep this page simple by highlighting the benefits of your eBook and creating a clear call to action that prompts readers to send their contact information in exchange for your eBook.

Share With Your Email List

Marketing eBooks is a great way to build your email list, but be sure to also share the news with your existing list. Invite your subscribers to download and share your content to emphasize the added value that your brand continues to offer.

Promote on Social Media

When you promote your eBook on all of your active social channels, be sure to use distinct links to your landing page. These links allow you to track the effect each platform has on your eBook’s success and better understand where to channel efforts in the future.

Creating an eBook offers a great opportunity to build your brand and expand your audience, but the learning curve can be steep. Follow the process above to make the work more manageable, and you’ll be on the road toward creating an effective eBook in no time.

Author Image - Anna Sonnenberg
Anna Sonnenberg

Anna Sonnenberg is a digital marketer who specializes in paid social strategy, social media management, content strategy, and email marketing. For over five years, she has run Sonnenberg Media, a digital micro agency that works with small businesses in the natural food and beverage industry, health and sustainability market, and travel space.

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