Our eBook Writing Process
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. A dedicated project manager works with you every step of the way to expedite turnaround time and ensure the asset aligns with your content strategy.
The result is a professionally written eBook that serves as a powerful lead generation tool.
Brafton provides eBook writing services to brands across all industries and verticals, including:
Marketing & advertising.
From B2B to B2C brands, eBooks are ideal middle-of-sales-funnel content marketing assets that help generate leads, establish thought leadership, increase brand awareness and engage prospective customers.
eBook Topic Ideation
Content marketing strategists and project managers can work with our in-house team of professional writers to develop appropriate topics or use topics you already have in mind. Either way, each Brafton stakeholder will contribute their expertise to the ideation process.
Content marketing strategists conduct research to determine which topics will resonate best with your target audience. They also account for the eBook assets that 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 (SME) 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.
Our Process for Writing eBooks
Your expert eBook writer will clearly demonstrate your brand’s expertise while aiming for brevity to allow for beautiful illustrations that enhance the reader experience. Combining these two important eBook qualities takes careful balance and editorial skill.
Your Brafton writer is selected based on industry experience to ensure they bring the proper level of expertise to your account. However, your creative writer and the other members of your Brafton team are ready and willing to interview client-provided SMEs to ensure the eBook contains industry-leading insight and aligns with your brand’s voice and values.
Writing an eBook requires optimizing content to ensure it fits the eBook format. For all intents and purposes, eBooks are graphic assets. Written content is vital to their success, but it should serve a supplementary function that supports visual storytelling.
While white papers, blog posts and long-form articles dive deep into specific subjects, the emphasis for eBooks is on easily digestible information told through engaging imagery and minimal copywriting. Brafton aims for each page of the eBook to contain approximately 125 words. Expert writers must craft each sentence with maximum impact in mind. Written content will focus on hard data and insightful takeaways that get right to the heart of a subject while still employing content writing and storytelling best practices.
To support visual storytelling, our expert 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.
The first draft of your eBook will undergo a round of editing and proofreading and will then be submitted for your approval. Any and all feedback you have will be incorporated to ensure the eBook follows your brand guidelines and overarching creative vision.
eBook Design and Formatting
After your eBook text is written and approved, the asset will move into the design and formatting stage, the last step before the final product is presented.
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. He or she will use 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 of 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. Remember: your website counts as existing collateral, as designers can incorporate existing icons, illustrations and visual collateral into the eBook, including specific HTML color codes.
After style, theme and branding elements are taken into account, the layout process begins, which includes the body 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, a designed draft of the eBook is submitted for client approval. Any 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.
Creating Your eBook Digital Marketing Strategy
Once the final version of your eBook is delivered, there’s still a lot of work to be done to ensure it’s benefiting your marketing goals.
The digital marketing strategy behind an eBook, or any lead generation asset, requires a few basic essentials:
A conversion landing page.
A form or gate that users must fill out to access the asset.
A compelling call to action (CTA).
An autoresponder email to follow up with those who’ve filled out the form.
A distribution strategy.
Your team of experts at Brafton can help with any and all of these elements:
Content marketing strategists
outline data-driven distribution strategies tailored to your target audience.
distribute and promote your asset on the appropriate channels.
create SEO-forward web copy for dedicated conversion landing pages.
develop custom call-to-action buttons for gated eBooks to be used for lead generation.
assist with email marketing, list-building and automation to help your brand stay in touch with your readers.
This highly coordinated execution maximizes the value of your eBook as part of a bigger inbound marketing strategy.