Marketwire's eBook Series Shares Best Practices for Creating Shareable Content That Engages Customers

Press Release Source: Marketwire On Monday June 13, 2011, 7:15 am EDT

TORONTO--(Marketwire - 06/13/11) - Marketwire recently released a new chapter from its free eBook designed to help communication and marketing professionals leverage traditional, digital and social media environments and connect with their target audiences. "Create. Presto! You're a Publisher" is the third of six chapters included in "Mastering Audience Engagement: Reinventing Your Role in a New Media World," and focuses on how companies can create and leverage content to better attract and engage consumers.

Since the launch of Marketwire's eBook, thousands of readers have downloaded the chapters to discover ways to find opportunity in social media and positively impact their company's brand and bottom line with their marketing, public relations and product development efforts. The eBook includes insights from some of today's leading experts on social media, digital communications and real-time marketing, and helps communicators better understand how to identify their audiences, produce content that is relevant to them, share it, and analyze the success of their outreach.

Highlights of the eBook:

Chapter 3, "Create. Presto! You're a Publisher," is now available for download: Consumers are particular about the content they consume. The wealth of information channels available and real-time nature of communication has created a culture of on-demand, "I want what I want, when I want it" consumption. It's critical for today's communicators to offer compelling content that is attractive to their audiences; they need to think like editors and publishers who create and curate rich content and stories, not just sound bites and buzzwords. In Chapter 3, readers will learn why it's so important to: Craft and stick to an editorial plan for content, and start with the inventory they already have, including collateral, video, photos and images, and other digital assets. Ensure that the content they develop speaks to the people in the demographics and communities they want to reach, and not to any corporate agenda. Focus on a strategy that aligns content with their company's brand, and strive for consistency. Generate content that is fresh and dynamic, but also tailored to different audiences so it grabs their attention and resonates with them. Six chapters to be available for free download: The eBook introduces new tools and new ways to engage with audiences so that marketing and public relations professionals can be more effective and efficient with their communications. The six chapters also include tips and examples to help practitioners amplify their messages, drive conversations, and monitor, measure and strategize more effectively. "Mastering Audience Engagement" will be published and made available for download and includes: Chapter 1: "Listen. You Can't Answer the Questions You Don't Hear." Chapter 2: "Plan. How Can You Measure Success If You Don't Know What Success Looks Like?" Chapter 3: "Create. Presto! You're a Publisher." Chapter 4: "Share. Hello. My Name Is..." Chapter 5: "Engage. No More Sitting on the Edge of the Pool -- It's Time To Dive In." Chapter 6: "Analyze. Are We There Yet?" Contributions from industry leaders: Marketwire's eBook includes insights and best practices from some of the foremost experts and thought leaders in communications, including: Deirdre Breakenridge, Mark Evans, Sally Falkow, Paul Gillin, Rebecca Lieb and Brian Solis. Their contributions illustrate the immediate need for companies to stop pushing their sales and marketing messages onto their audiences and, instead, engage in meaningful conversations with their customers and stakeholders to share relevant content and build relationships with the audiences who matter most. Introduction of Marketwire's Audience Engagement Cycle: Traditional communication strategies that started with a 400-word press release and a media list have been united with social networking, rich multimedia and search engine optimization. Marketwire's Audience Engagement Cycle helps communicators navigate the constantly evolving, often simultaneous process of conversation, interaction and reaction. Via six dynamic steps -- listen, plan, create, share, engage and analyze -- communicators can efficiently identify their audiences, create relevant content, share it, build relationships and analyze their success.

Quotes from eBook contributors:

Paul Gillin, veteran technology journalist, noted blogger and co-author of "Social Marketing to the Business Customer," on why it's so important to put a content plan in place:
"Even as you start to nail down the type of content you want to share, you'll need to tailor it for the channel, audience and specific community you want to reach. You should never start with a piece of content and ask what do I want to do with it? That's like picking up a hammer and saying, what do I want to hit with it?"

Brian Solis, digital analyst, sociologist and author of "Engage!" on why it's important to understand audience segments and information channels:
"One of the biggest mistakes companies make is assuming that their target is comprised of a single audience. And they listen with a singular focus in preparation for developing a single message to this audience. But consumers look to different types of media and there is still little crossover in terms of how they search, discover and share information: The traditional consumer is still watching the evening news, flipping through newspapers and Yellow Pages, and reading magazines. The slightly more sophisticated online consumer is influenced by the online edition of that same newspaper and news outlet as well as a few online communities and influencers, and the social consumer is most reachable in the social stream through status updates, wall posts and tweets."

Resources

To speak with a Marketwire consultant, or for more information on any of our products and services, please call 1-800-774-9473 (US), 1-888-299-0338 (Canada), and +44 (0) 20 7220 4500 (UK).

About Marketwire

Marketwire advances the way the world communicates by electronically delivering news and information to traditional, new and social media audiences, including newspapers, magazines, databases, analyst terminals, online portals, blogs, and more. Marketwire maximizes the power of its clients' communications by leveraging the latest in search engine optimization, multimedia, social media, monitoring and new technologies. Sysomos, a Marketwire company, provides unparalleled business intelligence for social media through advanced monitoring and analytics. Serving more than 12,000 clients worldwide through 20 offices on four continents, Marketwire is a dominant distributor of company news releases and other communications. Marketwire is majority-owned by OMERS Private Equity, which manages the private equity activities of OMERS Administration Corporation and today has $5.5 billion of investments under management. The group's investment strategy includes the active ownership of businesses in North America and Europe. OMERS Private Equity is headquartered in Toronto, Canada, with offices in New York and London. For further information visit: www.omerspe.com.

For more information, visit us online at www.marketwire.com and the Channel M blog, or on Twitter @marketwire.

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Ebook Best Practices

Using eBook creation software and producing a well thought out ebook has become a popular way of earning money or attracting affiliates. If you have a flair for writing, you should consider making ebooks. There are many free ebooks available on the Internet which you can download from a web site, to get an idea of ebook writing. You can also read reviews to find out what makes an ebook really effective.

When writing an eBook, remember: the ebook should contain relevant and useful information and your information should answer questions and solve problems of the readers and benefit them in some way.

1. Choose the right topic:

Information ebooks, business eBooks or ebook novels are always in demand. Before you start writing an ebook, you need to ensure there's a market for your ebook. You need to choose an informative and useful subject. Preferably, choose a topic that you are an expert on. If the topic is something you are interested in, others will want to kow about it also.

2. Write in a reader-friendly way:

No matter how informative your ebook is, it won't attract the reader's attention unless the book is easy to read and understand. Remember, you are writing an informative ebook and not a college paper. Don't include too much technical jargon that is difficult to understand. You don't want your readers to sit with a dictionary while reading your ebook.

Write in a conversational and casual tone instead of a formal tone, unless your topic requires formal language. By doing this, you can connect in a better way with the readers. Do not write lengthy sentences, as they can disengage your readers. Instead, break up the structure and length of your sentences to ensure you don't hypnotize your readers into sleep.

You don't want your readers to find your ebook confusing and hard to remember. Keep your information in lists, both numbered and bulleted. This will make the information much easier to absorb and remember.

You can also consider including testimonials, anecdotes, photographs or short stories in your eBook to make it more interesting. Even the smallest error on your part can affect your eBook sales. Be sure to use the grammar and spell checker in your word processing software.

3. Pay attention on your eBook design:

Remember, you are not writing the eBook to test your readers' visual capabilities. Design your eBook in such a way that the readers don't strain their eyes while reading. If the pages of your eBook are very dense, readers may find it difficult to read. Utilize the white space or "negative space" to ensure rest for your readers' eyes. Choose a font that's easy on the eyes and use the same font throughout the eBook. The text should be large enough to be easily read on the screen. Use line spacing of at least one and a half lines.

PDF ebooks are very popular. After completing your ebook and having it laid out in an easy-to-read manner, convert it from ebook format to a PDF format using any free PDF converter program. PDF can be an ideal solution especially for smaller ebook files. Besides, a PDF ebook will be more likely to attract the readers' attention.

Lasty, don't forget to include an index and a bibliography to give your eBook a professional touch.

4. Sell eBooks online:

After writing, you can put your ebooks for sale on the Internet. To make sure all the effort you put in writing the ebook don't go unnoticed or unrewarded, you need to market and sell them wisely. For marketing ebooks, you can contact ebook sellers or join ebook forums.

If writing is not one of your best virtues, you can hire an eBook writer. You can also consider buying ebooks from online ebook stores or ebook sites and then resell ebooks.

ABOUT DAN STOJADINOVIC: Dan is a leading Internet Marketing Trainer who works from Tampa Florida. Every year he sponsors the HypeFree Bootcamp to teach others how to get started and grow their internet marketing. He has created products and training to assist people who are serious about learning to use the internet to build their businesses. Dan operates from an abundance mentality and holds nothing back when teaching. He also coaches a select number of students every 12 months and speaks nationally about Internet Marketing to business people, real estate investors and other groups. Dan is an immigrant from Serbia and arrived in the United States with $400 in his pocket and a desire to live the American Dream. He now teaches thousands of Entrepreneurs around the country the secrets of Internet Marketing and Joint Ventures. He is the founder of HypeFree and the HypeFree BootCamp.

Dan's blog can be found at: http://www.DanStojadinovic.Com.