电子书的工作方式

布拉夫顿’s end-to-end eBook strategy starts with meticulous planning: What is the commercial intent of the asset, and how will it be used to nurture leads? Next comes production: writing, formatting, designing and publishing the asset. The content creation phase is followed by the promotion, distribution and placement of the eBook in your content marketing strategy.

As mid-funnel content marketing assets, eBooks can fulfill multiple objectives. Brafton’s eBook conversion service helps you execute on a promotion and distribution strategy that uses blog posts, emails, social media updates and pay-per-click advertising campaigns to generate new leads and nurture existing ones. Your content marketing strategist collaborates with you, your industry-focused writer and your project manager to maximize the asset’s value to your sales funnel.

eBook Conversion Rate Optimization

From planning to execution to testing, our eBook conversion service is customized to fully leverage the power of high-quality digital marketing collateral. This includes researching, analyzing and executing eBook-marketing plans with conversion rate optimization in mind.

您的战略家首先要确定您的直接商业目标,并确定如何衡量转换成功。无论是通过自定义表格收集潜在客户的联系信息,还是直接进行购买,都会牢记客户的独特要求。

接下来,您的Brafton策略师将与您的项目经理和生产团队合作,提供诸如电子书的资产,布局模板,格式和视觉品牌指南的页面,音调,可能的标题,诸如电子书的数量。一旦编写和设计,您的Brafton团队将帮助您在网站上发布文档并开始推广资产。

电子书CTA

可以说,呼吁是任何电子书转换服务中最重要的组成部分。CTA是可单击的图像或图形,鼓励人们采取理想的下一步,帮助他们降低销售渠道。布拉夫顿的专有Arch™technology powers your eBook CTA strategy with the creation and implementation of dynamic CTA buttons, hosted landing pages and custom on-site lead capture forms. This technology can be used as a standalone service or integrated with your existing customer relationship management system.

CTAs are created with a focus on color, placement and verbiage. Text is incisive and every word is precisely chosen with the intent of driving action. Using industry expertise and routine testing, Brafton strategists work with writers to create pithy, actionable taglines. They also collaborate with graphic designers to craft eye-catching CTA buttons that will capture clicks, while ensuring the display is optimized for all types of devices.

电子书的形式

电子书转换通常是根据有多少网站访问者填写了其联系信息的表格。Brafton内容营销策略师将利用经过验证的最佳实践来确保用户不会放弃该表格。他们依靠数据来安排吸引您独特受众的表格,并鼓励分享个人细节。从形式的视觉设计到其长度和易用性,目标是激励直接行动,同时避免通用销售语言或过度积极进取的提示。

电子书UX

电子书的托管着陆页,配有动态CTA和自定义的铅捕获表,对于最大化转换率至关重要。但是,如果您的电子书位于用户体验设计差的网页上,则不会生成转换。

Brafton的营销咨询团队可以为网站UX提供可行的见解,以确保您可以轻松上传电子书文件,并且更容易让Web用户查找,访问和下载它。无论是进行一些设计调整还是完整的网站大修,我们的咨询专家都可以为您提供每一步。

Beyond where and how it’s promoted, your eBook must also feature strategic design to deliver intended results. From title page to table of contents to contact page, your Brafton creative team will implement layout and design best practices into the eBook, marrying compelling copy and stunning visuals for an engaging experience. eBook writers are trained to provide maximum impact from minimal text, keeping with the asset’s emphasis on visual storytelling. Text is limited to approximately 125 words per page, with a focus on hard data, intuitive layout and easy-to-follow takeaways.

作为我们的电子书格式服务的一部分,作家与图形设计师携手合作,以使文本栩栩如生。我们的创意团队密切遵守品牌准则和设计偏好。在整个写作和设计过程中,受众兴趣和可读性仍然是主要的重点,并且客户反馈实现了每一步。我们的设计师还确保优化电子书格式以在移动设备上显示。

电子书转换测试

监控电子书转换性能一样important as other steps in the optimization process. By analyzing what’s working and making changes as necessary, Brafton content marketing strategists refine your eBook conversion service as you go. This process of continual improvement helps us streamline our efforts, boost performance and ultimately increase the number of leads converted.

首先,战略家记录基线转换率,以了解客户电子书当前的表现。作为转化率优化过程的一部分,战略家将尝试与网站访问者进行试验,以记录不同的操作如何增强转换指标。他们还将专注于将谁转换为完善目标受众的一种手段。

通过详细的分析跟踪和常规的A/B测试,战略家能够微调Brafton的电子书转换服务。每个电子书广告系列都代表着进一步完善过程的另一个机会,导致持续的战略始终正在更新以支持商业目标。

SEO为电子书成功

Launching a high-quality eBook is only half the battle. You must also attract visitors to your website in the first place. Brafton content marketing strategists assist in these efforts by conducting thorough audits intended to analyze search engine optimization performance, and by extension, conversion-rate opportunity.

Everything from website speed to navigation to mobile-friendliness is accounted for. Using modern SEO measurement techniques, as well as an expert understanding of current search engine ranking algorithms, strategists can provide concrete advice on how to boost your website’s ranking position on search engine results pages, and thereby draw more eyes to eBooks and other content marketing assets.

了解有关Brafton内容营销服务的更多信息,包括客户示例。

Ready to
start creating?

Baidu