Does the thought of writing something longer than a blog post make you stop and catch your breath? Blog posts are just the tip of the content marketing iceberg, so pull up a chair and let’s talk about whitepapers and ebooks. In general, the agreed definition of a whitepaper is a longer document, usually in the 8-20 page range, that addresses a problem or challenge, provides a solution, and demonstrates the expertise of the author (you!). Ebooks are longer, more thorough, and cover slightly bigger territory.
This month on your 12-month marketing calendar, it’s time to consider ebooks and whitepapers as a way to reach your audience.
Your ebook or whitepaper is a great way to connect with your audiences, grow that audience by sharing the wealth of your expertise, and provide a way for potential clients to test drive your your methodology prior to doing business with you. They are excellent opportunities to develop your professional brand and absolutely worth all the effort. Remember you won’t be giving it away, so the production efforts are an investment in your future. Here are 6 tips for rocking your whitepaper or ebook right out of the gate.
1. Define Your Audience.
Just as an emerging business must define its target customer before drawing up a business plan, your ebook or whitepaper needs a defined and specific target audience. Who is the manuscript for? You will be tempted to skip this step and think “It’s for everyone!” You will save yourself substantial trouble if you avoid this temptation and hone in on your ideal audience member. Draw firm lines that elucidate your audience. This will help tremendously with the next step.
2. Formulate an Outline.
Did you hate it when your high school English teacher asked for an outline with your essays? I used to write my outline after I wrote my essay, but this is not a five paragraph essay! You will save yourself so much wasted effort when you adhere to this step. Your outline is the blueprint that will help your writing stay tight and give you direction when you don’t know what to do next. You may end up moving things around later for clarity. That’s okay. At this stage, you want to prepare to write to the best of your ability. Continue reading “6 Tips to Rocking Content Marketing with an Ebook or Whitepaper” »