An e-book is a great marketing tool, and it can even help you draw in passive income for your business. More importantly, an e-book can help with your branding efforts. If you’re thinking about writing an e-book, make the most of the experience by keeping these branding tips in mind.
Stand Out as an Expert
Whether you’re writing a blog, e-book, or guest post for a magazine, one of the main points of content creation is to paint yourself as an industry expert. An e-book is helpful in this regard, as it’s an in-depth exploration of your topic. To ensure the content is relevant, focus on a question a lot of your clients have. This can be a question your clients ask you in person or one based on terms your clients search for when they find your site. By drafting a comprehensive e-book that answers frequently asked questions, you position yourself as an expert and, by extension, brand your company as an industry leader.
Your e-book might also explain how to use your products or services. For instance, if you run a funeral home, write an e-book that explains how to plan a funeral.
Explore Rebranding Opportunities
Alternatively, you can use an instructional e-book to rebrand your company in a way that draws in new clients. Imagine you sell pallets and your main clients are companies that do a lot of bulk shipping. Your brand image is an industrial company focused on business-to-business sales. However, you decide you want to sell more pallets to craft lovers; to appeal to them, you write an e-book with detailed descriptions of projects with pallets. The e-book helps to r-brand your enterprise as a fun, craft-loving company that sells products to individuals.
Tie Into Future Branding Efforts
Branding is never a one-off experience. Rather, effective branding takes place over a long period of time and involves many different advertisements. To tie your e-book into your future branding efforts, you might use the e-book to build up a mailing list. If you ask people to give you their email or snail mail addresses in exchange for your book, you can use that information for marketing campaigns down the road.
Repurpose Your Content
To get the most bang for your buck, repurpose content from your e-book in your blog or brochures. In most cases, you can chop up an e-book and represent the information in a number of short blog posts or paper brochures. This helps with branding, because your content strategy is an important part of your branding efforts and repurposing content saves time while getting your message out there.
Reflect Your Brand
An e-book can build your brand in many ways, but, most importantly, it should reflect your brand with its written and visual style. For instance, if your brand is youthful and irreverent, your e-book needs to mirror those elements with great art and a casual tone. If your brand is serious and academic, try making an e-book full of smart information and useful footnotes.
Generally, e-books are easier to produce than traditional books, and they have a similar positive impact on your business. Whether you decide to create an e-book for passive income or to share information with customers, make the most of the experience by focusing on branding.