Inbound Marketing: How to Create a Free Ebook to Increase Sales?

  • 29.7.2022
  • Written by Vladyslava Rykova
  • Category: Marketing

You must first complete the following steps.

  1. Define your audience. To create relevant material for your future customers, imagine a buyer persona, i.e. a fictional character with definitions: who he is, how old he is, where he works, what he likes, etc.
  2. Set a goal. Since the goal is based on educating consumers, you need to let them know that they need a particular product or service that can solve, and thus generate leads.
  3. Develop personalized content. Buyer persona information is useful in determining the most appropriate topics and storytelling style to convey a message. The content should be aimed at clarifying the audience’s concerns and informing them, but without completely solving their main problem. Why? Because they may no longer need services.

The idea is to solve small problems and generate more interest. Linking to products or a website is a way to keep leads connected to a brand and closer to the products offered.

Steps to create an e-book

Once the goal, topic, and type of audience you need to target are determined, you can start working on content.


As a rule, the first intention of those who receive an e-book is not to download content, but to search for information. Of course, it is important to attract and convince these people, but do not neglect those who initially intend to receive an e-book. They are almost certainly leads.

For such users to find information, it is necessary to research and locate keywords that can be used in Google search, such as “marketing and advertising e-books” or “home safety guide”.

Research, writing, and editing phase

Credible content must contain reliable data and information from authoritative sources and the latest research. Impeccable spelling and grammar are required, as well as clear, concise, and readable writing.

Design and format

The importance of design is undeniable in motivating reading, as well as an easy-to-read format without large blocks of text and relying on the use of subheadings, lists, bold, infographics, graphics, videos, and other formats.

Tools for e-book distribution and downloads

Before distribution, you should think about where it is easiest to find your potential customers.

Social media

It is better to promote your e-book through the brand’s social media profiles. It is important that the text accompanying the offer to download the e-book is convincing enough. It is necessary to explain to the user why receiving this information is in his interest.


The most common way to send a download of this content is through the email that users have just provided. Receiving an e-book via email is a way to motivate them to leave their details.

Landing page

If someone is going to invest in paid advertising like Google Ads, they need to make sure they are directing users to a landing page with an attractive value proposition and a clear call to action that motivates them to download the content.


Blog articles are perfect for giving a little preview of what the e-book will be about. To include in your blog content: an invitation to learn more about the topic for free using an available e-book.

Now the steps and strategies for how to create an e-book to sell, attract and retain your potential customers have become known. This is facilitated by information that builds trust, increases brand awareness, and encourages people to maintain a close relationship with the company until they are ready to become repeat customers.

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Vladyslava Rykova

Expert in legal marketing. Head of marketing agency MAVR.

Business degree “Master of Business Administration” (MBA).

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