Think about this: Everything that’s ever been written was written for someone. That’s true no matter whether you’re looking at a refrigerator manual written for homeowners, a complex microchip schematic written for engineers, or a novel written for a popular audience.
You already know that your blog is written for your website audience. Most of that audience is made up of people who’ve never been to your website before and don’t know your brand at all.
Web visitors usually arrive on a business site when they have a problem or question you can help with. They type their issue into a search engine – let’s face it, usually Google – and the power of your Search Engine Optimization helps make your relevant blog pages visible in the results.
Hopefully, your blog impresses newcomers with a strong preview of the value you offer.
Helpful, useful, informative content is a terrific first impression to build a relationship on.
But what happens after the first impression?
That’s where eBook publishing comes in.
EBooks Make the “Second Impression” That Builds The Customer Relationship
Although long blog posts (like the one you’re reading right now!) are great for SEO, most blogs are short and snappy. They serve as a quick overview of a topic, not the definitive guide to it.
As readers browse your blog and learn more, they start to build up some knowledge on a topic. They have reached the Awareness stage of the buyer journey: They know they have a problem, and they now understand the basics about what that problem is all about.
The next stage is Consideration. That’s where the lead builds an understanding of what potential solutions there are for the problem. This is when buying criteria, such as “must-have” features, gets defined. With that in mind, the source that advises the lead here has a lot of influence.
EBooks operate in that Consideration niche. They help make sure “the source” is you.
Where blog posts whet your leads’ appetite for more information, a good eBook takes them a step further. It gives them actionable information that they can start to use right now. In the end, it sets the groundwork for them to explore potential solutions to their dilemma.
Let’s consider some real-life examples:
A Yoga Studio
A Dentist’s Office
A Life Coach
In each example, the content goes from a more general topic to something more specific. The eBook titles also move closer to the offerings each business has: The weekly yoga lesson, the dental whitening treatments, and the positive habit coaching.
For users, the jump between a blog post and an eBook is a big one. While they’re just reading blog posts, you’re still interchangeable with any of the thousands of other results on the internet.
When they decide to take the plunge and read your eBook, they are acknowledging in their minds that your advice is worth listening to. This is your chance to take things to another level.
That’s why, while blog posts are available right on your website, eBooks are not. We refer to them as gated content because a user has to specifically request them – you have to let them through the gate. They get on your radar in the process.
Usually, that means agreeing to sign up to your email distribution list.
How EBooks Move Your Leads Toward Their First Purchase
For every piece of content on your website, ask yourself:
When they finish reading your eBook, they’ll hopefully be equipped with timely, factual, helpful information they can use right now. But that’s not the whole story: You also want them to take the next step toward becoming an active customer.
That’s why most eBooks should end with two things:
These days, every brand is a publisher, but odds are good you’re not a writer. Don’t reinvent the wheel. Stay focused on what you do best and leave the eBook writing to an agency you can trust.
At New York Ave, we’ve authored eBooks for clients in all kinds of industries.
Without eBooks, your website isn’t meeting its lead generation potential. Turn it into a value engine for you and your future customers – contact our team to find out more today.