From the course: Developing Visual Campaigns

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When and how to use eBooks

When and how to use eBooks

From the course: Developing Visual Campaigns

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When and how to use eBooks

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- [Instructor] When you hear the word eBook you might think about long-form digital books that you read on your Kindle or iPad. But in the world of marketing eBooks are short narratives covering a specific topic. In a sense, an eBook is akin to a single chapter of a long-form digital book. Marketers use eBooks for a variety of reasons, but the most notable include to collect emails, to encourage clicks, discourage website bounces, or grow social followers. Let me explain how each works. First, to collect emails. To show you this in action I'll walk you through how we do this at Killer Infographics. If someone were to visit the Whitepapers and eBooks page they would see a synopsis for various publications with an option to Learn More. When people click through to learn more they're given extra information about the eBook and then the opportunity to provide their contact information to get the eBook. Once they hit submit their contact information is collected and then used for future…

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