The bottom of the email contains a list of resources I’ve learned from this week. Got any killer resources? Comment them or email me to include them in the next newsletter.
You can now like, comment and ask questions directly on here and I’ll get back to you right away. Ben 👋
For those of you who listened to our podcast on podcasts, you’ll know the superpower of a podcast (I’ve already said podcast too many times, prepare for more).
One poddie-guest conversation can turn into a few social media posts, spark titles for new blog topics, and turn into both a YouTube video and stand-alone audio.
It’s content creation heaven.
Last week, I turned a whole season of a podcast (10 episodes) into a 30-page eBook.
⚠️Link click warning⚠️: The book’s about how to turn the customer service centre into a critical revenue driver and may not be relevant at all for you.
I’m including it so you can refer to it as I talk about the benefits and the resources that helped create it.
I’ve personally had a ton of learnings from the creation of an eBook, but here are the top three reasons the whole podcast —>eBook situation works so well.
The podcast conversations became the fuel for the book. It was semi-planned but the topics were organic. Every guest talked about similar things as a by-product of truthful industry pain points.
The guests became my credibility. Why download this eBook? Well, a by-product of getting experts on the podcast is that it now looks like experts wrote the book. We aimed to talk to our target customer on the podcast and that’s paying off in who the book attracts downloads from.
The guests became promoters. It makes sense because we truly set the guest as the expert and thought-leader, it benefits the reader’s confidence and it benefits the guests personal brand. Win-win.
As you can see from the book preview itself, we put the guests of our podcast as the #1 contributors. Taking the back seat ourselves and leveraging the insight they shared to write compelling chapters.
I’ll update you when the experiment is over, but we’re seeing downloads already.
What resources did I learn from in the last two weeks?
eBook design ideas: You better make your eBook look beautiful.
Best-in-class eBooks: My reference point is Juro. Here’s one of theirs. I leant on a lot of their styling to design our eBook, as well as the ‘contributor’ idea for who wrote the book.
Best-in-class eBook landing pages: I have a preference for these styles: Juro & Cognism. Which effectively tease the eBook content without giving away too much.
Learn about eBook strategy: A podcast by the CMO at Cognism and the Director of Content at Juro talking about eBooks (sadly, not my podcast), but a contrasting opinion to Chris Walker’s podcast saying the eBook is dead.
Your eBook quality is a reflection of your service quality. Go forth and conquer, but, do it well.