An eBook is a type of long-form content that is longer and often more visually appealing than an article or white paper, distilling large amounts of complex information into a format made more digestible with links, graphics, and additional insight. When incentivized as a marketing download, eBooks generally run about 10 to 20 pages long. However, there is no rule about how long or short eBooks should be, as long as they convey the message effectively.

Brands use eBooks to communicate with and educate their audiences. For example, consumers are often encouraged to download or otherwise engage with eBook content as part of lead generation campaigns.

An eBook can serve many purposes, including the following:

  • Boosting search engine optimization (SEO) efforts.
  • Increasing conversions by delivering targeted information to consumers based on where they are in their relative purchasing journeys.
  • Helping to introduce or provide more information about a product or service.
  • Building a brand’s thought leadership and expertise on a topic.
  • Growing a company’s contact list by requiring a consumer’s email or other information in order to download the asset.
  • Delivering information that is stimulating and digestible.
  • Generating new leads.

Many brands draft and distribute eBooks as part of their overall content marketing strategy—that is, the process of developing various types of content to inform and engage their audience and grow brand awareness. In fact, according to the Content Marketing Institute’s 2016 Benchmarks, Budgets, and Trends—North America report, 39 percent of modern marketers incorporate eBooks as one of their on-average 13 content marketing tactics.

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