Search engine optimization has changed over the years. In the beginning, it was a bit easier to ‘manipulate’ engines, stuffing keywords and attracting scores of incoming links. The algorithm shifts, ushered by Google Panda and Penguin, struck fear in the hearts of web masters and practitioners.
Increasingly, SEO providers invite clients to engineer quality content focused on a target market. Content appears in the form of on-site pages, guest posts, landing pages, and other editorial varieties such as e-books.
E-books, instantly downloadable, packed with information, and spanning a variety of industries, are oft sought by consumers. Consider orchestrating an e-book for your business, minding the following insights.
What brands do you elect to purchase or notice? Likely, your go-to brands are those that have established a sense of authority and reverence within a respective industry. For example, Apple is a well-respected name in technology, and the esteem fuels the company’s revenue stream; when Apple produces new products, people sleep outside for the chance to be one of the first owners.
E-books facilitate the process of thought leadership. An e-book may address a particular problem, yet the product aligns a brand with its industry, fertilizing sentiments of mastery.
E-books provide opportunity to discuss specifics. Marketing and advertising literature is often vague, hosting catchall sentiments. However, regardless of the product or service, each customer will use it in a unique fashion to address personal issues. E-books containing particular case studies invite readers into the problem-solving world of publishers.
While some marketing material provides limited space to accurately describe end-to-end solutions, an e-book allows publishers to write in-depth upon how a company addresses client issues, engineers a plan, and executes it to perfection.
Publishing an e-book and creating an associated landing page where browsers may see the advertisement helps with online marketing. Building authority to a landing page (the page introducing and leading to the e-book purchase page) helps spread awareness and secure a brand’s legacy using online resources.
Brands with little online exposure may use the e-book method to target digital markets concordantly with offline buyers. Since brands create, publish, and host ongoing e-book ads with small overhead costs, companies of all industries see search engines as a potential marketing channel. Seek SEO reseller services for more information.
You may remember text books going through iterations of publishing; every few years, a mathematics or English textbook would reveal its newest edition provided by the same publishers, who sometimes added only a few changes or chapters as compared to previous versions. It’s a way to keep readers current, but it’s also a branding method.
Publishers want to remind schools (the customers) that when it comes to particular subject matter, the former is an authority. Overtime, the customer begins to associate the publisher with the product, branding the relation into mind and habit. Producing one e-book invites the opportunity to create ongoing editions, forming stronger associations. Taking the notion a step further, a brand may create a library or ‘university,’ replete with e-books, videos, podcasts and more.
Jermaine Easterwood has extensive experience in online marketing. He enjoys tracks trends and writes for marketing blogs.