How to Make an eBook for Lead Generation

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One of the most efficient techniques that Digital Results uses to generate Leads (business opportunities) is to eBooks free on subjects of our field.

This is because the eBook is a great bargaining chip to get more information from potential customers: people do not care to leave the email and some other data in a form, as it will receive a richer and more dense content. The exchange is worth it for both sides.

Today, we have several published and eBooks available for download in our free materials page . Because of them, every day we receive many Leads, that make us better understand our audience and enable direct contact with our client.

But to us this is already a commonplace activity for companies who are beginning can be difficult to know how to start and how to make an eBook that generates results, and it gets in the way or even preventing content creation strategy is put into practice and prosper.

Therefore, the ideal is to build a systematic production process, which follow predetermined steps, making the development of more dynamic eBook.

So with learning in the production of such content, we have created a step by step explaining how to make an eBook for your company also succeeds with this kind of strategy.

To make a quality eBook, follow these steps:

1. Lift and validate ideas

For starters, it is necessary that you have good ideas of how to make an eBook. But how will these good ideas?

The secret – if we can call it that – is to make a kind of brainstorming with your team to get some suggestions.

You can also see what kind of content is being produced in your market and get some references, so if you want a better version of what has been presented as if you prefer to create something totally new.

Another way to raise issues to create an eBook is to see what type of material your company has that can generate content ideas. You can, for example, take advantage of a market research to extract subjects on the main trends in their area.

A third sugestão is pensar us principais your público the problemas, analisar the assuntos that fazem more sucesso in your blog, see in Google Analytics the that the pessoas procuram in your site. All of these are valid ways to decide the matter of the eBook.

After that, you probably raised several ideas to make an eBook. But to get to continue their production, select and focus on those that make the most sense for your business and your customers.

For this, a suggestion is to validate ideas with other sectors of business that are in direct contact with clients or with clients themselves. You can do interviews or surveys by email, by social networks and also personally to do this validation.

2. Outline what will be the material and gather information

Now that you’ve validated the subjects to make an eBook, it’s time to prune the edges and go delimiting the subject. Here, it is worth asking:

  • What is it exactly the content?
  • What is the persona to whom it is directed (if you have not defined the personas of your company, read more about it in this post )?
  • What problem it solves?
  • At what stage of the buying journey it fits (do not know what is buying journey? Then see this post )?
  • What is your goal?
  • You can enjoy any eBook already done (and create a second edaição) or is it better from scratch?
  • Competitors or any company of its market has done something similar? If so, how do a better eBook?

It is very likely that you do not have the answer to all these questions. So again, it’s interesting that you talk to other areas of your business and your customers and potential customers to find out that information.

It also seeks other sources of information (competitors, market research etc.) and go already gathering the data you will use as a source of research.

In the case of persona of choice, select the one (s) you make (in) the most sense for your business and the content in question and make a segmentation to communicate with each according to the pain you have.

Example: If you are writing a material on the importance of producing content, you can target the launch of the public which has been producing content and what does not yet produce. So you could communicate differently with this audience, which can often have pain and distinct problems.

3. Set to be done stuff

At this point, you will further define its contents: he will be an eBook or worth doing it in another format? Should you find a business partner to co-marketing ? If so, who would be partners?

In addition to defining this, since stipulates an initial forecast of release. Of course you can advance the delay in the tempo of production, but it is important to have put a date to avoid procrastination or even the eBook does not leave the paper.

4. Set the structure and the briefing

From here, the eBook starts to become more palpable: it’s time you set an outline for your eBook, or a structure to be followed for the production of content.

Among other things, this outline can contain the main topics you will discuss in the introduction, development and conclusion, sources of information, tips and information for those who are writing etc.

If you go enjoy some content that you already have to make an eBook, you can put together an outline “fitting” these contents in the structure, and then rewrite them or makes a continuous text from them. With a well-defined structure, it is easier to write content and “fill the holes”.

To learn more about how to put together an outline, go to the post Outline: how to put together a killer post structure .

Now it is time also to set the keyword of your eBook. To learn how, read this post .

5. Type the eBook

Now is the time to put your hands dirty! With all the information gathered and defined outline, is the time to focus and write.

Remember that an eBook is read on the computer, mobile phone or other digital device, and therefore it must have some differences from the text that will be read on paper.

Some recommendations:

  • Divide your text into chapters (headings and subheadings); it can greatly improve the user experience. After all, the Internet made the reading is more dynamic, so it’s important to create structures that make the eBook more scannable;
  • Make short paragraphs; an entire block of text can be very tiring to read on a screen. Therefore, short paragraphs are ideal, as they improve the text flow and add more white space, despoluindo content;
  • Enjoy ways to highlight text; bold and italics help emphasize the most important ideas. Another way to do this is to use bullet points;
  • Use images; in addition to call the reader’s attention, they can be used as a vent or to illustrate and further an idea.

Discover some more tips to make your text easier to read on our post 8 tips to make your content more scannable .

By following these recommendations, you must deliver the first version of your eBook and move to the next step.

6. Review

Since the first version of the eBook is complete, it’s time to make a general review of the content.

The first step is to make a content review, to see if there is any information, misconception or phrases and long and confusing explanations. Then pass “comb” in the grammar.

Then set a title for your eBook. Leave this step for the end, it will be easier to give a title to your content after it is ready. Voilà, the second version of its eBook is ready.

As you have already chosen the keyword and have already set the title of your eBook, you can also determine which will be the Landing Page URL of your eBook.

7. Create a visual identity for your eBook and it diagrame

With ready texts, it’s time to give the company’s face to the material. Use well the logo and brand colors so that the reader feel familiar. This can be important to make it remember your company if you send new materials by email or something.

Already the images and highlights should be used to make easier and more enjoyable reading. And, as already mentioned, an eBook needs to have a different layout of a printed material, the fact that will be read on a screen. So, create a light hand and to facilitate user reading.

Often you care for the visual identity of its contents and layout of your eBooks is the team of design and creation. But even if you do not have a team dedicated specifically to this, the layout is no longer a barrier to your company.

Today, there are already very nice ready – made templates you can use for this. Here at RD create some, we provide this material .

Needing a help to the layout of your eBooks?

Download here 4 customizable templates

Oh, do not forget that your eBook should be offered in PDF format, so that it is not disfigured according to the operating system used to access it. This part, though it seems simple, demands attention, because many of the free software have trouble turning the eBook in PDF.

It is interesting to see the results on different operating systems as well. We have had a perfect eBook for Windows and totally disfigured for Mac.

8. Prepare the launch

It may seem that everything is ready, but have fechadinho eBook is not the last step. Now, we must think of the disclosure.

First, create the Landing Page of your eBook. Create a visual correspondence between your stuff and LP as well as an attractive text that highlights the issues that this eBook will help solve. Remember that the LP must be optimized for SEO . If you do not know how to do this, know more about it in the eBook How to Create Landing Pages that convert .

After his LP is ready, set up a Lead Scoring for her, that is, a way to qualify Leads that will lower this material. Do not know what Lead Scoring? Discover this our material .

also create a Thank You Page (TYP), ie, a page where your Lead is directed so fill out the form on the LP, and where it actually can download the eBook.

At this time, it is also time to think about launching email. Create a text that leaves very clear the benefits of your material.

9. Make the launch

Finally we come to the much – anticipated launch stage. It’s time to shoot the campaign email marketing and to disseminate the material on social media. Use the basis that your company already has to start releasing the eBook. These are people who already have some approach to your brand and may indicate to friends.

However, depending on the eBook you are sending, it may not be a good strategy to send it to all the base, or at least not with the same attraction strategies.

In this case, you may want to make a segmentation of your base and send content only to Leads that are more likely to see value in your eBook. Segmentation can be done in various ways according to your market. Some examples : Gender, age, interest in certain subject position, education, Lead origin etc.

Also add Calls-to-action (CTAs or calls to action) on your blog and your website so that your visitors know that there is a new material to access and read. So, you have a chance to generate new Leads that are not in your contact base.

And do not forget to advertise your eBook internally in your company, for your employees. After all, they help to share content, increasing the scope of the eBook.

10. Analyze and optimize

But there is still one stage to be fulfilled. Unfortunately, this step is constantly overlooked by many companies: to analyze the results generated by the content and ways to improve these results.

To do this, the first step is to evaluate which metrics are important and really matter to your business. Among the most common are open rate of emails, click rate of emails, conversion rate on Landing Page etc.

Once you review the metrics will be able to identify where the weaknesses of its content and its dissemination. For example, if your advertising campaign has a bad email open rate, there may be something wrong with your target or the subject of the email. If the problem is in the click rate, it may be that the email is not generating enough engagement with the public etc.

From there, you have the ability to use this data to improve their rates. Also for this reason, it is important to perform A / B testing , ie situations that test certain variables of an email or Landing Page aiming to find out which has the best conversion rates.


Make a fact eBook is not that simple. But if well planned and used, certainly worth the investment. So, follow these steps to help your team make an eBook, and pursue continuous optimization of the process to generate increasingly Leads and results.