How To Create Stunning eBooks in 60 Minutes or

Less

We are so excited you are joining us today!

Kevin McGrath Beacon

Co-Founder Beacon.by

Dani Carlo3P Creative Group

Inbound Marketing Specialist

Agenda

Theory (15 minutes)

The Buying Process Has Changed & Today’s Buyer’s Journey

How Inbound Marketing Can AssistTypical eBook Creation Process & Why It Fails

Practical (20 minutes)

A Better Way To Create eBooks Using BeaconBest Practices

Questions (15 minutes)

Please use the chat pane to submit questions.We will address all questions at the end.

Please note: This session will be recorded.

The Buying Process Has Changed. Has Your Marketing Changed?

Everyone Goes Through A Buyer’s Journey!

Prospect is experiencing and expressing symptoms of a problem or opportunity. → Is doing educational research to more clearly understand, frame and give a name to their problem.

Prospect has now clearly defined and given a name to their problem or opportunity. → Is committed to researching and understanding all of the available approaches and/or methods to solving the defined problem or opportunity.

Prospect has now decided on their solution strategy, method and approach. → Is compiling a long list of all available vendors and products in their given solution strategy. → More research to cut down that list to a short list and ultimately make a final purchase decision.

Awareness Consideration Decision

Today’s Shoppers Complete Most Of Their Buyer’s Journey Before Contacting Sales!

66-69%: No contact to sales team!

Finally… (maybe)

Downloadable incentives can increase opt-in rates by up to

785%!

— Brian Deane

Inbound Marketing: Translating The Buyer’s Journey Into Actionable Marketing Tactics

Marketing Funnel = Maps the process every buyer goes through to the inbound marketing tools and actions.

eBooks are great in turning strangers into leads that we can nurture and then close into customers!

Type of content used in the past 12 months to research B2B purchasing decisions: ● White Papers (83%); ● Case Studies (67%); ● Webinars (75%); ● eBooks (68%); ● Videos (63%); ● Blog Posts (56%); ● Infographics (52%).

67% of B2B buyers rely more on content to research and make B2B purchasing decisions than they did a year ago. (DemandGen Report)

Each Stage Has Different Content Offers:

Possible Content Offers:

● eBook● How-To Guide● Checklist● Infographic● Educational

Content● Tip Sheet● Cheat Sheets● Tool Kit● Beginner’s Guide

Awareness Consideration Decision

Possible Content Offers:

● Advanced eBook● Whitepaper● Podcasts● Videos● Webinars● Worksheets ● Calculators● Templates● Case Studies

Possible Content Offers:

● Comparison Charts● Purchasing Guide● Implementation

Guide● Product Literature● Customer Success

Stories● Demos● Consulation● Pricing Guide

So Wait…Why Isn’t Everyone Doing This?

Time & Resources Are The Biggest Obstacles To Creating Stunning eBooksTraditional eBook creation process is long and involves several people:

1. Marketing team agrees on a general concept and outline, target audience and goals.

2. Graphic designer creates eBook design template.

3. Inbound marketer researches and writes first draft. Works with copywriter and / or editor to finish copy of the offer.

4. Graphic designer will create eBook and adds images and design elements.

5. Marketing team takes offer, creates landing page and promotional assets.

How Can You Use Beacon To Create An eBook?Grab a free Beacon account via www.beacon.by

1. Recycling content2. Import content3. Choose a theme and customize4. Combine recycled content with original content

1a) Recycling Content: Method 1

1. Look for a common thread2. Less is more3. Social shares4. Comments

1b) Recycling Content: Method 2

2) Importing your Content

3) Choose a Theme

4) Combine Original & Recycled Content

Recap: Using Beacon To Create An eBook

1. Recycle content2. Import content3. Choose a theme and customize4. Combine recycled content with original content

To Make Your eBook Successful, Keep In Mind:

Item 31. Always be helpful, not selling!2. Plan your blog posts strategically (with

an eBook in mind) to save yourself time down the road.

3. Use evergreen content 4. Use (great) imagery 5. Create bite sized information6. Keep branding and design consistent7. Offer examples and anecdotes8. Finish strong with a related call to

action9. Gate your premium content behind a

form.10.Follow up, don’t spam.

Thank You

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➔ Pick 2-3 goals, issues, or problems that you would like inbound marketing expert advice on and we will help you.

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Questions?