- Keyword Research
Here’s Why No One Read Your eBook
On the surface, commissioning an eBook as part of your content strategy looks like a slam dunk. Grab a topic, fill some pages with content from article content writers, and your audience will be tripping over themselves to get a copy, right? Unfortunately, if you’re reading this, chances are the exact opposite happened when the dust settled and your eBook went live. With this in mind, let’s delve into some of the reasons why your eBook flopped, as well as set the stage for making a triumphant return back onto the scene with a winning offering.
A Distinct Lack of Direction
At the top of the list, according to industry expert Neil Patel and his research for the Content Marketing Institute, is a distinct lack of direction with your eBook. Essentially, wanting results for the sake of results simply isn’t enough. Consumers can see through thinly-veiled sales pitches with ease, so lacking direction in terms of both substance and value is the fastest way to disenfranchise these viewers and end up on the wrong side of the digital conversation.
The Pitfalls of Bland Visuals
Aside from falling flat with the overarching message and coming across as shallow with readers, Patel also notes that most brands don’t put enough stock into the visual side of eBooks. Missing the mark on catchy cover photos, graphics that help highlight key points, and other images within these offerings all diminish the impact of these books. Sure, an eBook doesn’t have to have visual content to succeed, but failing to provide these selections when the situation calls for it can marginalize the reach generated by this offering on behalf of your brand.
Flawed CTAs Will Always Fail
In terms of putting a wrap on this type of content, Business 2 Community’s Tatiana Liubarets points out that the chance for success via this platform starts rapidly approaching zero when flawed calls-to-action (CTAs) enter the picture. As the big finale for the eBook, it’s imperative that your brand get this one right. If you threw in a few CTAs that didn’t communicate the value found within your brand’s offerings, or that failed to generate some form of action from the people on the other side of the screen, it’s no surprise that the response was less than lackluster.
Additionally, Liubarets also explains that when your article content writers don’t reference the CTA enough, it can also leave the message feeling a little underwhelming. Naturally, there’s a fine balance between spamming these selections within the eBook and coming up short, but disregarding this reality altogether and not finding the right blend of CTAs and content is just asking for trouble.
A Dismal Supporting Cast
Even if your brand didn’t fall prey to all of the traps listed thus far, there’s still the question of what happened to your audience once they finished reading your eBook. Did they receive a warm welcome from landing pages and other on-site content? What about their experience with your brand on social media? As you can see, generating great content is one thing, but going the extra mile and supporting it with a strong set of related offerings and services completely ensures that your audience has everything they need to build a lasting and meaningful connection with your brand.
Obviously, there’s a lot that can go wrong with eBooks written by article content writers in today’s content marketing landscape. However, that doesn’t mean that your brand isn’t able to utilize this tool as part of a powerful and successful content marketing strategy. To find out how your brand can get the most out of its next eBook and recapture the value found within this approach, be sure to tune in next time for a complete review of the most effective eBook best practices.
Look… With the right plan leading the way, reaping the rewards of a properly executed eBook filled with content writing articles is well within your reach. To help get you on track for a better second effort, let’s spend a few minutes talking about exactly what goes into winning over your audience on this content marketing front.
Let Your Plan Guide Your Path
In terms of getting off on the right foot, Anum Hussain of the HubSpot blog points out that it all starts with finding a sense of direction. What do you want to say with your content writing articles in this piece? Why do people need to read it? Is an eBook even the right format for this message? Once you’ve answered these questions – or sat down with a team of content professionals who can help streamline and refine your content strategy – then you can begin to build the actual outline of this eBook.
Make a Claim and Support It
Hussian goes on to explain that building a claim and supporting it should take center stage once you start laying out the basic blueprint for this piece. While making sweeping statements and outlandish proclamations does grab the attention of your audience initially, if you’re not able to back it up with cold, hard facts, don’t be surprised when these viewers walk away with a considerably lower opinion of your brand.
Stats, figures, and other metrics down wonders to back up a strong claim, as well as validate your call-to-action (CTA.) The big point here is that today’s reader expects more out of branded content like eBooks, so you better be ready to bolster the message with a strong supporting cast.
Add Interaction to the Process
In addition to building a case via strong facts and figures, content strategy expert Jeff Bullas notes on his personal blog that having industry thought leaders and other trusted sources chime in as part of the eBook goes a long way toward establishing a trustworthy and engaging content foundation. Essentially, having your team of content experts reach out to these members of the community and incorporate their thoughts into the eBook adds an extra dimension to the process, all while providing the reader with more outlets for confirming and accepting the message of this offering.
Support and Promote This Creation
As you saw in the first part of this series, the success of this content doesn’t just take into account what happens before the eBook hits the web. In order to extract the maximum amount of reach and value out of this content, it’s imperative that you and your trusted content experts keep the positive momentum rolling via a strong promotional strategy.
If you follow Bullas’ advice and build relationships with industry thought leaders, then you’ve already made up some serious ground on the social media front. Having a retweet or Facebook mention regarding your eBook from one of these digital voices can be huge for your brand, as well as give this content a chance to reach new viewers who might have never found it otherwise.
Naturally, there’s always going to be some hiccups and stumbles along the way when your brand starts leveraging the power of content marketing in new and exciting ways – that’s just part of the process. However, for the brands that turn these missteps into learning experiences and come back better and stronger than ever before, expecting your eBook or other revamped offering to light up the web doesn’t have to be something that’s perpetually relegated to the realm of wishful thinking.