How to write an ebook for Inbound Marketing

EBooks are one of the most powerful lead generation strategies there is. They help attract potential customers and persuade them to register to a mailing list, making eBooks an extremely useful lead generation resource. Discover in this article how to write a great eBook for your Inbound Marketing strategy. 

What Is an Ebook?

As you may know, Ebook is short for “electronic book,” and can be read using electronic devices such as computer screen, tablet, smartphone, or e-reader. EBooks have multiple digital pages that people can navigate through and are mostly saved in a PDF format to easily send to prospects and leads.

So, what’s the purpose of making an ebook?

An ebook plays a significant role in the marketing process, the most important elements it should have are its quality and accessibility. A great eBook must have contents that are educational, interesting, and an effective design to look more engaging and attractive to your current and potential clients.

Given a sneak-peak of what ebooks are, details below are the top 5 important factors to consider in creating your eBook.

Clarify your goals

First things first, don’t just jump in and start writing an ebook. You’ll be excited at first, but there’s no telling if your end result will fit into your campaign the way you hoped. Ask all the key questions before you begin, including:

What is the conversion objective you want to achieve with this ebook?
What phase of the three-stage buyer journey will this ebook focus on?
What are the most vital topics that you plan to cover within this ebook?
What specific value should this ebook provide to someone who reads it?

If an ebook is going to be distributed as a standalone download, then you don’t need to worry about optimizing it for keywords. If it’ll be accessible directly on your site, then consider how your keyword research might influence word choice and structure.

Give more value to your customers

Inbound marketing is all about giving pre-sales value to your customers, so you can build and deepen a relationship. Your eBook must contain benefits that can be used and help your target market in achieving their personal or business goals.

Position yourself as an industry leader and expert

Right positioning allows you to be viewed as a trusted and valued expert in your business niche. Your positioning determines how your clients view you, whether or not they trust you, and if they will choose to do business with you. They expect that the contents in your eBook are the best guide they can ever use in their businesses.

Lead generation

Giving free resourceful eBooks to your target market in exchange for their emails is one of the best strategies to get qualified leads and eventually turn them to be paying customers. This strategy is already a win-win situation for both of you.

How to write an eBook

There’s no set rule for organizing your content into an ebook. It generally mimics the structure of a novel or textbook and it depends on what it is you’re writing about.

Ebooks have some system of chapters and supporting images. Similar to a blog post, they also do well when further segmenting their text with subheaders that break down the discussion into specific sections.

Choose a topic

Writing an ebook is like taking a long road trip. You need to know where you’re going before you begin. If you were to start driving with no clear direction, you’d only end up lost and frustrated along the way. Having a clear vision when choosing your ebook topic will make your writing process much easier. Choose your topic based on the goals you want to accomplish with it, not necessarily your own personal interest. Either comb through data you already have or survey your audience to better understand what they want to know. Through a detailed analysis, you may notice patterns emerging in the responses.

While seeing these patterns may tempt you to answer all of your audience’s questions at once, resist the urge. A definitive guide is not your friend especially for your first ebook. Instead, focus on just one specific question or topic.

Build your chapter outline

Once you’ve figured out the specific topic for your ebook, write a chapter outline that provides valuable information about your main topic. Instead of aiming for a certain number of chapters, include as many as you need to fully address your chosen topic.

Think of chapters as headings in a long blog post. Under each heading, write focused information that supports the overall topic of your ebook. The more detailed your outline, the more structured the writing process will be and that simply means no long-winded tangents that will ultimately get edited out.

Write your ebook one chapter at a time

You can break through the overwhelming fear of writing an ebook by treating each chapter as a single unit. Approaching your ebook like this will break up your work into mini-topics within your main topic, where you can focus on each chapter’s main point specifically

Write the introduction and conclusion

Don’t take your ebook’s introduction and conclusion lightly—they may be the only sections some people read. It might seem strange to write your introduction and conclusion after you finish the body of your ebook, but doing so has its advantages.

The introduction sets the tone and draws people in. It should build tension and intrigue, creating an urge in people to continue reading the chapters to have their questions answered.

You can tailor your introduction to the information you actually included in your chapters. Instead of updating the introduction as your ebook comes to life, you can write it last, saying exactly what your readers need to convince them your ebook is worth reading.

Proofread and edit

Don’t edit as you write. This will only slow you down and keep you from putting your ebook out to your audience. Instead, finish your manuscript first, and then edit the whole document.

Yes, your ebook will be ugly at first. Don’t worry. That’s why revisions are necessary for any writing project. You’ll find that some sections need to be rewritten, while others will need only minor touch-ups to get your finished product.

Before you edit, make a copy of your original draft. You’ll be moving sections, deleting paragraphs, and rewording sentences. Sometimes you may delete something only to realize you want to include it somewhere else. It’s best to keep a copy of your rough draft so you can go back to it throughout your editing process.

Format and design

Once you have the body of your ebook ready to go, it’s time to format and design it to create an optimal reading experience for your audience. How you format your book will depend on the file format you use. Most of this information can be used for all formats, but specifically has PDF ebooks in mind. 

While formatting focuses primarily on the inside of your ebook, design focus on the outside. No matter how a book is published, readers will view the cover as a gateway to the content inside. Publishing your ebook with an unprofessional or off-putting cover design will cause your readers to think your content is also unprofessional or not worth reading.

Use a Modular Approach

Writing an ebook for B2B means you don’t have to worry about the overarching plot. Using your outline, you can hop from one section to another until all the text is drafted. Simply bear in mind you’ll need to return to each chapter at the end to build in helpful connections between them.

You can slot several types of content right into your outline:

  • Overview: Gets your reader situated on the theme of the content to follow.
  • Concept: Defines basic terminology in a way that’s easy to scan and recall.
  • Task: Provides step-by-step instructions on how to accomplish a given task.
  • Reference: Offers detailed context readers can use to dive down deeper.



This is the time when all your hard work is paid off. Listed below are the top 4 Awesome Sites where you can Publish your eBook for Free:

  1. Amazon Kindle Direct Publishing (KDP)
  2. BookRix
  3. Smashwords
  4. Apple eBook Store


Promote your new eBook

Writing an ebook takes time and energy, but an even bigger challenge may be finding people to read it. Just as you would for any new product or service, you need to plan a marketing strategy to promote your ebook. 

Ebooks can be life-changing to you as much as to your readers because they can use it as a guide for their business goals that can be shared also to their networks. You just need to focus and highlight specific details in your eBook to make it more useful and beneficial to your audiences. 

Share this post

Share on facebook
Share on google
Share on twitter
Share on linkedin
Share on pinterest
Share on print
Share on email