B2B marketers are trying to produce and publish more content than ever before. More social media channels mean more content. More followers mean more content. More content from others means more content. And ever increasing goals mean more content.
In this ongoing battle between more content and better content, B2B marketers sometimes choose the volume side of the fence. When your boss is looking for more leads for the sales team, one way to get there is by producing more ebooks. Even though this can sometimes create an unsustainable model of content that can spiral out of control, I have seen the result of heading down this path.
Blog posts masquerading as ebooks.
Since ebooks are often gated content hiding behind lead forms, it is easy to think that you should turn some of your blog posts straight into ebooks. But that is not the way to build trust in your content or your company. Blog posts drive traffic to your site and the ebook offer converts the visitor. They are not likely to fill out a lead form for lightweight content. The ebook offer needs to provide more depth to the blog post topic, not just be a blog post prettied up by a designer and converted to a PDF.
Here are 10 characteristics of a good B2B blog post topic (Tweet This)
- It is about one simple idea.
- It can be based on another blog post.
- It can be based on one product update.
- It can solve one customer problem.
- It can easily be divided up into several small sections.
- It can easily be presented as a short list.
- It doesn’t need complex graphs or charts to explain it.
- It doesn’t require more than one author.
- It can easily be read on a mobile device…
- in a short amount of time.
Here are 10 characteristics of a good B2B ebook topic (Tweet This)
- It is about a big or complex idea.
- it can be based on several blog posts.
- It can be about something one level more general than your product category.
- It can solve several customer problems, or one big problem with multiple steps.
- It can be divided into multiple chapters.
- It can contain lists as examples within chapters.
- It can use charts, graphs or graphical elements to better explain or divide it up.
- It can have multiple authors to bring multiple perspectives to it.
- It is substantial enough that it needs to be downloaded…
- and maybe even printed out to read it.
Have you considered creating a PDF of a single blog post idea just to get leads? Did the short term result of leads pay off in the long run with sales?
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