How It Works

The process begins with your content marketing strategist, project manager and creative team focusing on the editorial component of the asset. From ideation to outline to final copy, Brafton’s eBook writing services zero in on how to make the text of your eBook as impactful as possible while serving specific commercial objectives.


Brafton has provided its eBook writing services to brands across all industries and verticals, including business, marketing, finance, manufacturing, law, technology, travel, education, health care, entertainment and more.


From business-to-business to business-to-consumer brands, eBooks are ideal middle-of-sales-funnel content marketing assets, helping to generate leads, establish thought leadership, increase brand awareness and engage prospective customers.

eBook Writing Ideation

Before research for your eBook begins in earnest, content marketing strategists and project managers work with your dedicated content writer to develop appropriate topics. Whether you have a topic in mind or wish for your content team to brainstorm topics on your behalf, each Brafton stakeholder will contribute their expertise to the process.

Content marketing strategists conduct research to determine which topics will resonate most with your audience, as well as take into account the eBook assets competitors in your industry are producing. Project managers ensure the topic is tailored to your specific branding guidelines, working with your industry-focused writer to develop an outline. Undertaking research and reaching out for subject matter expert input on the client side, your writer will create a detailed outline of your eBook that includes possible titles and a page-by-page breakdown of the asset. Together, the team will consider how the scope and storytelling of the eBook support your business goals and fit within your current content marketing strategy.

All feedback and requested changes will be implemented into the outline before your team moves on to the next step. Once an outline is approved, your content team will continue production and begin the writing process.

eBook Writing Best Practices

Your Brafton writer is selected based on their personal industry experience to ensure they bring the proper level of SME to your account. However, your creative team is ready and willing to interview client-provided SMEs to ensure the eBook contains industry-leading insight and aligns with your brand’s voice and style guidelines. Further, your writer will serve as a ghostwriter on behalf of the internal expert of your choice, who will be listed as the author. Our ghostwriting process is critical in that we extract the knowledge from your SME and write professional content in their style and tone.

Part of this process includes pruning content to ensure it fits the eBook format. For all intents and purposes, eBooks are graphic assets. While text is vital to their success, it should serve a supplementary function that supports visual storytelling.

While white papers represent more in-depth assets intended to dive deep into specific subjects, the emphasis for eBooks is on easily digestible information told through engaging imagery and a minimum of text. Brafton aims for each page of the eBook to contain approximately 125 words. This makes it essential for content writers to craft each sentence with maximum impact in mind. Your writer will focus on hard data and insightful takeaways that get right to the heart of a subject while still employing creative writing and storytelling best practices.

In order to support visual storytelling, writers craft eBook content with imagery in mind. The writing itself is customized to suit the inclusion of graphics, and oftentimes themes are employed to provide designers with inspiration for illustrations and other graphic elements.

As with the eBook outline, the initial draft copy of your eBook will be submitted for your approval. Any and all feedback you have will be incorporated into the asset to ensure it follows your brand guidelines and overarching creative vision.

eBook Design and Formatting

After your eBook text is approved, the asset will move into the design and formatting stage, the last step before the final product is presented. However, your content writer remains an integral part of the eBook production process at this stage.

Designers begin by working with writers to ensure text can be properly transformed into eye-catching visuals, asking any lingering questions regarding the topic or text. Your dedicated graphic designer will then bring to life the ideas created during the initial stages of the eBook, when they studied the approved outline and any client-provided branding guidelines to determine everything from fonts and color schemes to specific illustrations and themes.

Whether you have specific imagery in mind or not, designers are on hand to turn ideas into reality. If you’re unsure where to begin, Brafton graphic designers are happy to use existing collateral as a jumping off point to ensure your new eBook asset is in line with your current branding. This includes client websites, as designers can incorporate existing icons, illustrations and visual collateralinto the eBook, including specific HTML color codes.

After style, theme and branding elements are taken into account, the layout process begins, which includes the bulk of the eBook, as well as cover pages and tables of contents. Font styles, colors, illustrations, photos and interactive design additions, such as navigation buttons, are implemented.

Once layout is complete, this draft of the eBook is submitted for client approval. As with each previous stage, your feedback is incorporated into the asset to create the final product. From there, your content marketing strategist can offer expertise in conversion rate optimization and promotional strategy to fully leverage your completed eBook and turn your prospects into clients.

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