How to Market Your Business with an EBook, Case Study or Guide
A Simple Marketing Tool
These pieces, eBooks, guides, case studies, should not read as promotional pieces or primarily tell about your business or its benefits. As marketing tools they should address the pain points of your clients. Imagine your client taking your booklet and adding it to his digital shelf for reference. Imagine that he now wants to share this bit of knowledge with others. Now, this piece of content has become an effective marketing tool prompting clients to contact you with complete solutions.
These pieces should let your client know that you possess a deep understanding of his problems and how to solve them. The "call-to-action" at the end of the piece: a contact with your company to receive more information or to request products or services.
CASE STUDY: How an eBook becomes a marketing tool for a freelance writing service
A freelance writer writes press releases for small businesses. He can solve their problem with his writing services. However, he is giving a short crash course in "DIY press releases." Knowing that he understands their needs, and understanding all that is involved, some clients will contact him to write or edit a release.
Note that the eBook has nothing to do with freelance writing.
The writer's client - Small business
His client's pain point - "I can't get publicity for my small business. My budget is limited."