Toen ik 11 was, droomde ik ervan om hoofdredacteur te worden in een groot tijdschrift. Ik heb zelfs mijn eerste publicatie, Teen Scene Magazine, samengesteld uit gekleurd bouwpapier, garen en diepgaande functiegesprekken met ... mijn vader.

Flash vooruit naar vandaag. Ik heb mijn gekleurd bouwpapier en garen ingeruild voor PowerPoint en InDesign. Ik heb mijn vader vervangen door marketingexperts en influencers (op kantoor, dat is). En week na week heb ik de voldoening een ebook-maker te zijn.

Maar een e-boek maken kan overweldigend zijn. U moet niet alleen de inhoud schrijven, maar u moet deze ook ontwerpen en opmaken in een professioneel ogend document dat mensen willen downloaden en lezen. Omdat lead generation het belangrijkste doel is voor contentmarketing , vormen e-boeken echter een essentieel onderdeel van een succesvol inbound marketingprogramma.

In dit bericht zullen we je helpen bij het maken van een e-boek door, nou ja, een e-boek te maken. En als je je zorgen maakt over je ontbrekende ontwerpvaardigheden, maak je geen zorgen ...

Klik hier om onze verzameling aanpasbare e-boekjablonen te downloaden.

Heb je je gratis ebooksjablonen? Klaar om een ​​e-boek te maken? Geweldig - laten we er naar toe gaan.

Hoe een ebook te maken

Stap 1: Kies een onderwerp dat aansluit op de behoeften van uw publiek

Onthoud: het doel van uw e-boek is het genereren van leads voor uw verkoopteam , dus kies een onderwerp dat het een potentiële klant gemakkelijk maakt om van het downloaden van uw e-boek naar een gesprek met uw verkoopteam te gaan .

Dit betekent dat uw ebook niet veel mag afwijken van de onderwerpen die u in uw andere contentmarketingkanalen behandelt. Het is eerder jouw kans om een ​​diepe duik te nemen in een onderwerp dat je tot nu toe slechts licht hebt behandeld, maar iets waarvan je publiek weet dat ze er meer over moeten leren.

Als ik bijvoorbeeld luister naar verkopen en klanten die hier op HubSpot komen, heb ik geleerd dat e-boeken voor gebruik in contentmarketing een enorm obstakel vormen voor ons publiek, die zelf marketeers zijn. Dus als ik niet alleen deze blogpost kan aanbieden, maar ook middelen om het maken van e-boeken gemakkelijker te maken, concentreer ik me op het juiste onderwerp voor het openen van een verkoopgesprek.

Om je creatieve sappen te laten stromen, zijn hier enkele voorbeelden van e-boektitels te overwegen. (Opmerking: Vervang "x" door een geschikt nummer.) U kunt ook onze gratis Blog Topic Generator-tool gebruiken om met meer ideeën te komen. De meeste blogonderwerpen kunnen uitgebreid genoeg worden gemaakt om langer als ebook-onderwerpen te dienen.

• X Best Practices voor [Insert Industry / Topic]
• Een inleiding voor [Insert Industry / Topic]
• X Veelgestelde vragen over [Insert Industry / Topic] Beantwoord
• X [Plaats industrie / onderwerp] Statistieken voor een betere besluitvorming
• Leer van de beste: X [voeg industrie / onderwerp toe] Experts delen inzichten

Voor deze blogpost ga ik de PowerPoint-versie van sjabloon twee gebruiken uit onze verzameling van vijf gratis e-boeksjablonen . Via elk gedeelte van dit bericht geef ik een side-by-side van de sjabloondia en hoe ik deze heb aangepast.

Hieronder ziet u mijn aangepaste hoes met mijn verkoopgerelateerde e-bookonderwerp. Raadpleeg de tips in deze blogpost voor hulp bij het schrijven van boeiende titels voor uw e-boeken .

Stap 2: schets elk hoofdstuk van uw e-boek

De inleiding van uw e-boek moet zowel de weg vrijmaken voor de inhoud van uw e-boek en de lezer erin opnemen. Wat gaat u in uw e-boek lezen? Hoe kan de lezer profiteren van het lezen ervan? Voor tips over het schrijven van een effectieve introductie, bekijk dit bericht .

Some ebook creators say that an ebook is simply a series of blog posts stitched together. While I agree you should treat each chapter like an individual blog post, the chapters of your ebook should also flow fluidly from one to the other.

The best way to outline your ebook is by thinking of it as a crash course on the sales-relevant topic you selected. In my example of creating an ebook, I know I need to cover how to:

1. 2write effective copy
2. 4design an ebook
3. 6optimize ebooks for lead generation and promotion

While my example has a few chapters, keep in mind that your ebook does not need to be lengthy. I have one golden rule for ebook length: Write what is needed to effectively educate your audience about your selected topic. If that requires five pages, great! If that requires 30 pages, so be it. Just don't waste words thinking you need to write a long ebook.

With that, let's move on to the actual copy you're writing.

Step 3: Break Down Each Chapter as You Write

Get writing! Here, you can approach each chapter the way you might write a long blog post -- by compartmentalizing each chapter into smaller sections or bullet points, as shown in the picture below. This helps you write simply and clearly, rather than trying to use sophisticated language to convey each point. It's the most effective way to educate readers and help them understand the new material you’re providing.

Be sure to maintain a consistent structure across each chapter, as well. This helps you establish natural transitions between each chapter so there's a clear progression from one chapter to the next (simply stiching blog posts together can rob you of this quality).

These practices should hold true for all your other marketing efforts, such as email marketing, call-to-action creation, and landing page development. “Clarity trumps persuasion," as Dr. Flint McGlaughlin of MECLABS often likes to say.

Want to make sure you're keeping your ebook exciting for readers? Here are some key tips to keep in mind:

• Use keywords in the title that emphasize the value of your offer. Examples include adjectives like “amazing," “awesome," or “ultimate."
• Keep your format consistent so you create a mental model for readers and enhance their understanding of the material.
• When appropriate, make use of formatting -- like bulleted lists, bold text, italics, and font size changes -- to draw people’s eyes to your most important content or emphasize certain points you want readers to remember.

Step 4: Design Your Ebook

Our downloadable ebook templates are offered in both PowerPoint and InDesign. For this example, we'll show you how to do it in PowerPoint, since more people have access to that software.

You'll notice we only have one "chapter page" in the template (slide three). To create additional chapter pages, or any pages really, simply right click the slide and choose Duplicate Slide. This will make a copy of your slide and allow you to drag it to its proper place in your ebook via the sidebar or Slide Sorter section of PowerPoint. You can then customize it for any subsequent chapters.

Step 5: Use the Right Colors

Ideally, our free ebook templates would magically match your brand colors. But, they probably don't; this is where you get to truly personalize your work. However, because ebooks offer more real estate for color than your logo or website, it's a good idea to consider secondary colors within your brand's color palate. Ebooks are where this color scheme can truly shine.

To learn how to add your brand's colors to PowerPoint, check out this blog post. That way, you can customize the color scheme in our ebook templates to match your brand!

Step 6: Incorporate Visuals

Images and graphics in ebooks are hard to get right. The key to making them fit well is to think of them as complementary to your writing. Whether you add them during or after you’ve finished writing your ebook’s copy, your visuals should serve to highlight an important point you’re making or deconstruct the meaning of a concept in an easy-to-understand, visual way.

Images shouldn’t just be there to make the ebook easy on the eyes. Rather, they should be used to enhance the reader’s understanding of the material you’re covering. If you need help gathering visuals, we have three sets of free stock photos that might help you along the way:

• 75 Standard Stock Photos
• 160 Business-Themed Stock Photos
• 250 Holiday Stock Photos

And if you're compiling a data-heavy ebook, you might want to download our free data visualization ebook for tips about designing compelling charts and graphs for your content.

Step 7: Highlight Quotes or Stats

Another way to enhance your ebook is by highlighting quotes or stats within your design. Just be sure the quote or stat you're using genuinely adds value to the content.

Whether you're emphasizing a quote or adding a visual, keep all your content within the same margins. If your copy is consistently 1-inch indented on your page from both the left and right side, keep your designed elements aligned using that same spacing.

Step 8: Place Appropriate Calls-to-Action Within Your Ebook

Now that your content is written and designed, it's time to optimize it for lead generation, reconversion, and promotion.

Think about how you got here -- you clicked on a call-to-action (CTA) in an email, on a social media post, or somewhere else. A CTA is a link or visual object that entices the visitor to click and arrive on a landing page that will get them further engaged with your company. Since your ebook readers have probably converted into leads in order to get their hands on your ebook to begin with (more on this in Step 2 below), use the CTAs within your ebook to reconvert your readers and propel them further down your marketing funnel.

For instance, a CTA can lead to another offer, your annual conference's registration page, or even a product page. Depending on what this next action is, CTAs can be an in-line rectangle or a full page teasing the next offer (see both images below).

To hyperlink the CTA in your ebook (or any image or text in your ebook) to your destination URL, simply go to Insert >> Hyperlink in PowerPoint.

We've even designed 50 customizable calls-to-action in PowerPoint you can download and use in your ebooks. You can grab them here.

Now, we don't have a dedicated CTA template slide in the PowerPoint ebook templates for you to customize ... but it's still simple! All you have to do is duplicate slide four (the Header/Subheader slide) and customize copy or add images as needed. You can also go to Insert >> New Slide and work from there.

Step 9: Convert It Into a PDF

Once you've finished writing your ebook -- CTAs and all -- it's time to convert it to the right file type so it's transferrable from you to your recipient.

To convert your ebook to a PDF, click File >> Save As in the ebook template you have open. Under File Format, select PDF and select a destination on your computer for this new file.

Why can't you just attach what you have to a landing page and be done with it? Word documents, PowerPoints, and similar templates are perfect for creating your ebook, but not for delivering it. Because these templates are editable, the contents of your ebook are too easily corrupted, distorted, or even lost when moving from your computer to the hands of your future leads. That's where PDFs come in.

You've seen these letters at the end of files before. Short for Portable Document Format, the .PDF file type essentially freezes your ebook so it can be displayed clearly on any device. A popular alternative to PDFs is the .EPUB file type. See a comparison of EPUB to PDF here.

Step 10: Create a Dedicated Landing Page for Your Ebook

Your ebook should be available for download through a landing page on your site. A landing page is a web page that promotes/describes your offer and provides a form that visitors need to fill out with their contact information in order to access your ebook. This is how you are able to convert your visitors into business leads that your sales team can ultimately follow up with.

For instance, you went through this landing page in order to access this ebook template. To learn more about how to optimize your landing pages for conversion, download this free ebook.

Step 11: Promote Your Ebook and Track its Success

Once your landing page is all set, you can use that destination URL to promote your ebook across your marketing channels. Here are five ways you can do this:

• Advertise your new ebook on your website. For example, feature a CTA or link to your offer’s landing page on your resources page or even your homepage.
• Promote your ebook through your blog. For instance, consider publishing an excerpt of your ebook as a blog post. Or write a separate blog article on the same topic as your ebook, and link to it at the end of your post using a call-to-action to encourage readers to keep learning. (Note: This very blog post is the perfect example of how to promote an offer you created with a blog post.)
• Send a segmented email to contacts who have indicated an interest in receiving offers from your company.
• Leverage paid advertising and co-marketing partnerships that will help you promote your ebook to a new audience.
• Publish posts to social media with a link to your ebook. You can also increase social shares by creating social media share buttons within your ebook, such as the ones at the bottom right of this ebook. Here’s a blog post that shows how to hyperlink them.

After your content is launched and promoted across your marketing channels, you’ll also want marketing analytics in place to measure the success of your live product.

For instance, you should have landing page analytics that give you insight into how many people downloaded your ebook and converted into leads, and closed-loop analytics that show how many of those people ultimately converted into opportunities and customers for your business. Learn more through HubSpot's Landing Pages App.

En daarmee hebben we een e-boek gebouwd, mensen! Je kunt hier de verpakte versie van het voorbeeld bekijken dat ik via deze post heb gebouwd:

Ebook Creation Resources

• 5 gratis e-boekjablonen in PowerPoint en InDesign [gratis download]
• 13 meer aanpasbare e-boekjablonen in PowerPoint [gratis download]
• Gegevensvisualisatie 101: Diagrammen en grafieken ontwerpen [gratis download]
• How to Easily Turn Blog Posts Into an Ebook [Blog Post]
• A Simple Guide to Creating Social Sharing Links for Your Ebooks [Blog Post]

Do you have any other tips or resources for making ebook creation easier? Apply them to your content marketing strategy. I'd be remiss not to admit every company's ebook will come to fruition differently. It all depends on the needs of your brand.