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Here’s Why No One Read Your eBook

By: David Tile| Founer @ Article-Writing.co
Posted On: May 19, 2015

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.

The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 

 

Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Article-Writing.co Thought Leadership Package? 

At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.