B2B content marketing: Why eBooks offer Big Payback

Written on March 19, 2017 at 11:17 am

A B2B eBook filled with valuable inside information pays for itself hundreds of times over:
a) An eBook excels at producing highly qualified leads. You offer a prospective customer your expertise in exchange for contact information.
b) Creating and disseminating an informative eBook makes your company an authority.
c) eBooks capture trust and build relationships, a vital step on the way to gaining a customer.

Here’s an example of one of the most captivating eBooks out there:The Grande Guide to Community Management. It’s one in a series of 11 Grande Guides created by Eloqua, a company that sells marketing automation software. The caliber of Eloqua’s content makes its prospects grateful for the information, and along the way many become customers.

People read them thanks to Eloqua’s brilliant hook: their Grande Guide series delivers subject matter proficiency in the time it takes to eat breakfast. I read one on my iPad and you really can scan it over a quick meal.

You may like the humble graphics (is that a chunk of a doughnut on the bottom?, and the content is useful. Experts weigh in on how to manage your social media marketing:
1) the role of a community manager
2) why your company may need one
3) how to deal with a social media crisis
4) measuring community management success and ROI
5) what it costs to hire a community manager

So far, according to blogger Amanda Maksymiw, Eloqua’s first six eBooks influenced $2.5 million in annual contract value. With content this timely, the ROI on an eBook is unlimited.

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Maureen Fischer is a freelance copywriter and content marketing specialist. As a former journalist with United Press International and an award-winning copywriter, she can tell your story in engaging and original ways.

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