Anyone familiar with the basics of blogging would know that it is a great way to improve search engine rankings. It helps reinforce brand authority and generate leads for your business. What bloggers and digital marketers often ignore is that blogging is also an effective way to make money online.
Once you build a broad audience, you can monetize your blog in various ways. The most common techniques include affiliate marketing, sponsored posts, pay-per-click (PPC) advertising, etc. Another simple yet highly effective option is to repurpose your existing content in the form of an eBook.
Apart from helping you make money online, a well-created eBook also strengthens your credibility as a blogger. Before you start converting your blog posts into an eBook, it is crucial to take a closer look at the concept.
eBook: Understanding Its Significance
In the context of blogging, an eBook is a downloadable piece of long-form, high-value content. You should compile your first eBook from your best blog posts and should consist of multiple chapters. The digital format also lets you add other elements such as infographics, images, charts, etc. What makes eBooks so great is that they are useful for both your readers and you.
From a reader’s perspective, an eBook combines all the useful information about a particular topic in a single format. They would prefer this over having to go through multiple blog posts. Additionally, an eBook should be exceptionally detailed and provides many valuable insights, allowing a reader to derive more value. The format also renders flexibility enabling them to read whenever they want on any device of their choice.
As a blogger or digital marketer, you can use an eBook as a lead magnet (for list building). You can encourage your audience to submit their email addresses in exchange for access to the eBook. You can even sell it on websites such as Amazon instead of giving it away for free. It is also a less intrusive way of monetizing your blog compared to banner ads and affiliate links.
Apart from helping you make money, an eBook showcases your authority as a blogger. It establishes you as an expert in your niche and makes it easier for you to pitch your sale. Moreover, the ability to access an eBook anytime on any device boosts brand recognition.
The format of an eBook also facilitates shareability. If your eBook is top-notch, readers might share it further. Having a well-produced eBook expands your reach and increases brand awareness.
Now that we know how valuable eBooks are like, let us understand the process of creating them.
Blog Posts to eBook: A Closer Look
The easiest way of creating an eBook is to repurpose content that already exists on your blog. However, an eBook is more than just a combination of multiple blog posts. It requires thorough research and a deep understanding of the subject.
Here are a few simple ways to turn your blog posts into an eBook:
1. Select Your Topic
Developing an eBook requires you to invest a significant amount of time and resources. To ensure that all your effort doesn’t go in vain, you need to identify a subject that will immediately garner traction. You can either introduce an entirely new topic or select one from your existing blog posts.
The first approach requires you to monitor the performance of recent blog posts and identify the most popular one. Watch out for parameters such as time-on-page, bounce rate, click-through-rate (CTR), etc. Additionally, you should pay close attention to the comments section to understand how your audience interacts with your blog posts. If a particular blog post receives many comments from readers asking for more information, the topic might be the right choice for your eBook. Use analytics tools like Google Analytics and Hotjar to help with this.
Likewise, you can find the latest trends and popular topics in your niche and test them out. Once you have decided on a new topic, write a blog post, and track its performance. You should consider only those topics that are well-received by your audience. The key is to identify a subject that is relevant for your audience and will make it worth the effort.
2. Combine Existing Blog Posts
Identifying the topic is only the beginning of your blog to eBook journey. Once you have picked your topic, you have to ensure that you deliver the best and most unique content. Additionally, the eBook should have a clear structure in the form of various chapters.
The most straightforward approach is to hunt your blog for related content. Identify blog posts that are related/relevant to your topic and combine them to form an eBook. Each blog post can serve as a separate chapter; you can also club related posts into a single section. It is essential to outline a table of contents and identify the main chapters of your eBook.
Let’s say you want to write an eBook titled “Top Social Media Marketing Trends of 2019”. You can search your blog for posts related to Facebook advertising, influencer marketing, hashtag strategy, etc. Once you have identified the posts you would like to include, you should plan the structure and assign each post to a different chapter. Make sure you update old blog posts by adding fresh insights and data.
3. Expand a Single Blog Post
Combining existing content is a reasonably simple way of creating an eBook. An alternative approach is to identify an exceptionally well-performing blog post and expand it into an eBook. Of course, this method requires extensive research and can be time-consuming.
As with the previous technique, you should outline a clear structure by identifying various chapters. In this approach, you can break down your blog post into multiple sections, each representing a different facet of the topic. Each one of these sections can serve as a separate chapter for your eBook.
If you don’t have enough time to design your ebook or don’t have the requisite skills for the same, you can approach Designrr. This tool makes it easy for you to design your ebook. All you have to do is add the link of your blog posts, and the tool will create the ebook for you. You can then make final edits and changes to it.
4. Revamp Outdated Content
Some of your blog posts were likely published a few years ago. The statistics and insights use in such blog posts are entirely outdated. However, this doesn’t mean the content itself is no longer relevant or useful. What you should do is replenish such outdated blog posts with new information.
Revamping old blog posts is an essential step in your blog to eBook journey. If you inundate your eBook with outdated statistics, it can act as a huge turn off for readers. This, in turn, will put into question your reputation and credibility as an industry authority.
You can breathe new life into outdated content by adding the latest statistics and examples. If your existing content lacks this in the first place, make sure you include high-value information from reputed sources. Additionally, you should remove sections that are no longer valid.
Let’s say you are writing an eBook titled “Beginner’s Guide to Facebook Marketing.” If one of the chapters talks about paid advertising on Facebook, you should ensure that it is in sync with Facebook’s latest advertising guidelines.
5. Spice it Up
You can’t create a compelling eBook just by repurposing content that already exists on your blog. If you want to showcase your expertise, you have to make the content meatier by adding other elements. Harness the full potential of this format by including details that may not have worked in the original blog posts.
It can be something as simple as using bulleted lists and relevant subheadings. Expand your existing content further by adding relevant examples and fresh insights. Break it down into different sections to prevent it from appearing like one big wall of text. Flesh out a proper introduction that immediately sets the tone for the reader by telling them why your eBook is valuable.
Here is an example:
Image via Unbounce
The introduction immediately tells the reader what they can expect and why they should continue reading.
It is equally important to ensure that your eBook is visually appealing. You can achieve this by adding infographics and charts wherever possible. Moreover, you can utilize rich media such as audio and video, to make your eBook even more engaging. You can also add an author’s bio at the end of your eBook.
You can even use quotes and insights from industry experts to make your content more enriching. Take a look at the example below:
Image via Unbounce
6. Proofread Your Content
Nothing turns off an avid reader more than grammatical errors and spelling mistakes. Even the smallest of mistakes can jeopardize your reputation as a credible content creator. Therefore, proofreading is a crucial step in creating an eBook. Make sure you thoroughly revise every chapter of your eBook and correct all errors.
7. Add a Call-to-Action
What happens after you have blown a reader’s mind with your new eBook? If the eBook features high-quality content and out-of-the-box insights, they may want to know more about you. They might even be in the right mindset to consider purchasing from you. The end of the eBook is the right time to pitch in with a call-to-action (CTA).
Think about what you want your readers to do once they have finished reading the eBook. Do you want them to visit a particular section of your website? Or do you want them to opt for a free trial of your product? Adding an appropriate CTA helps convert your readers into potential customers.
Take a look at the CTA used in an eBook published by Unbounce:
Image via Unbounce
8. Design Your eBook
People usually read eBooks on various devices such as smartphones, tablets, and even Kindle. The layout of your eBook should be such that it facilitates readability on any device. Set the color scheme such that it goes easy on the eyes. It should also resonate with your brand image.
Additionally, you should design an attractive cover page that will immediately captivate your readers. Take a look at the cover page of the eBook mentioned in the previous example:
Image via Unbounce
The above cover image is extremely eye-catching. Moreover, it piques the curiosity of the reader and compels them to scroll down.
It is equally crucial to ensure that the design is a perfect balance of text, graphics, and blank space. You do not need to fill in every whitespace with irrelevant images and graphics. You should use other elements to complement your content instead of stealing the limelight from it. Adding too many visual features can also increase the file size of your eBook, meaning it will take longer to download.
Make sure you don’t overlook minute details such as a table of contents and page numbers. You can even add a hyperlink to each chapter in the table of contents. Likewise, ensure that every chapter is with a title page.
9. Promote and Sell
An eBook is a precious content marketing asset. However, you can’t reap its benefits unless people know that it exists. Otherwise, all those long hours of hard work would be of no avail. The only way to ensure that your readers discover the eBook is to promote it aggressively.
One of the most straightforward techniques is to share the link on your social media profiles. Give it maximum visibility by including it in your social media bios as well. Additionally, you can run PPC ads on Google and Facebook to increase your reach. Make sure you create compelling landing pages for these ads; otherwise, your audience will exit without downloading the eBook.
Another effective way is to promote the eBook to your existing blog readers. You can do this by adding popup boxes and notification bars on your blog posts. You can even plug-in the link to the eBook in relevant sections of your blog posts. Lastly, if you want to make money online with your eBook, you can sell it on e-commerce sites such as Amazon.
In today’s competitive world, restricting your content marketing strategy to blogging can be a severe mistake. Creating an eBook is an effective way to complement all the hard work you put into writing your blog posts. It strengthens your reputation as an industry expert and can also help you win new customers.
However, an eBook is not merely an anthology of your existing blog posts. You should carefully select a relevant and trending topic and identify all related blog posts. The next step is to outline the structure and refurbish the content with the latest statistics, trends, and examples. Finally, you should tie it all up with a well-rounded conclusion and an appropriate CTA.
The layout of your eBook plays an equally important role. Use rich media, infographics, tables, social embeds, etc. to make it more enticing. However, make sure that these visual elements don’t hinder the overall reading experience.
Have you successfully published an eBook? What steps did you take? Share your views in the comments section below.
Richa describes herself as an avid dreamer and a curious soul! She is a certified Content & Search Marketing Specialist from Digital Marketer, USA. With an experience of 5+ years as a content marketer and researcher, she is in love with Digital Breakthroughs, Content Marketing, Startup Strategies and so much more.