Author: Franz Malten Buemann

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Some argue that in the world of marketing, ebooks are dead. Others say they are not. But the fact is that ebooks — when written, designed, and marketed properly — can generate thousands upon thousands of contact submissions for your business. Whether you’re just getting started with ebook creation as a marketing tool, or you’re reconsidering the role of ebooks in your existing content strategy, you’re likely asking yourself an important question: What is the best ebook format for the ebooks in my marketing library?It’s important to note that this question can be answered in two different ways:

What is the best ebook format for content creation?
What is the best ebook format for content consumption?

Here, we’ll cover best practices for both of these topics — and explain how HubSpot’s Ebook Templates can help you achieve your marketing team’s lead generation goals.
Featured Resource: 18 Free Ebook Formatting & Creation Templates
Download Free Ebook Templates
Need help formatting your ebooks? Our collection of 18 free ebook templates will help you create and format your ebook content for an incredible reader experience in Microsoft PowerPoint, Adobe InDesign, and Google Slides so that you can format your ebooks in the way that best suits your marketing team and your content readers.
The 3 Best Ebook Formats for Content Creation
1. Adobe InDesign

Adobe’s advanced design software gives content creators a myriad of options for creating and formatting their ebooks.
These advanced features do come at a price, but experienced marketing designers rely on Adobe InDesign because of those features.Click Here to Download 6 Adobe InDesign Ebook Templates.
Pros:
Adobe is known for being feature-rich. As a result, you can expect your ebooks to look their best when made with InDesign, as you’ll be able to create and incorporate original design elements right in your document.
Cons:
For an inexperienced designer or for the marketer who just needs to get a serviceable offer released, the bells and whistles that InDesign offers might not be necessary. InDesign’s interface and usability aren’t the most straightforward, and could require you to put in more effort than is needed for your final deliverable.
2. Google Slides

Google Slides is a simpler tool for making an ebook when compared to InDesign, and the fact that documents live online mean you can collaborate in real-time with your team members to make a fantastic deliverable. Oh — and it’s free, which is helpful if you have a limited marketing budget. Click Here to Download 6 Google Slides Ebook Templates.
Pros:
Google Slides is a great tool for marketers who need to make a good ebook quickly — especially if you’re working alongside team members and are sourcing feedback from them. The interface of Slides is arguably more straightforward than InDesign’s, meaning you can move and edit creative elements faster if you’re new to both tools.
Cons:
Because Google Slides is primarily a presentation tool rather than an ebook creation tool, you may miss out on some necessary features that would help make your ebooks the quality they need to be in order to warrant your leads’ attention.
Conversely, you might need to make design elements elsewhere, such as an Adobe software or Canva, and later import these creative elements into your Slides deck. This could create an inconsistent creation experience if you need to track down design elements after you’ve created them.
3. Microsoft PowerPoint

A slightly more advanced option than Google Slides — but not quite as advanced as Adobe software — PowerPoint is another presentation-making platform that can be used to design an ebook.
Pros:
PowerPoint has some features that Google Slides does not, such as better effects for designing. PowerPoint is also an offline software, meaning you can build your ebooks without wifi.
Cons:
PowerPoint is a paid software, as opposed to a free tool available in G Suite. You’ll also be in asynchronous communication with your team if you’re collaborating with them on edits and additions. Lastly, while it has better creative features than Slides, it doesn’t come close to the advanced features of InDesign.
Click Here to Download 6 Microsoft PowerPoint Ebook Templates.
The 2 Best Ebook Formats for Consumption
1. Interactive PDF
The best ebook format for ebook consumption is an interactive Portable Document Format, or PDF. PDFs are the go-to option for content marketing ebooks for many reasons — among them the consistency of their design and readability on different devices.We at HubSpot use PDFs for our ebooks because we can embed links to relevant pages and sources in them, can upload them right into our content library and File Manager, and trust that the design will appear as intended if our leads open the ebook in Chrome, Safari, Preview, on their phones, or on a desktop.
The interactive nature also means if we include an open text box for readers to complete an activity in the book (like in our Content Marketing Workbook), readers can complete the activity in whatever application they’re consuming the content.
2. EPUB

EPUB, short for electronic publication and saved with an .epub file extension, is another way for you to save your ebooks. EPUBs rose in popularity after becoming a prominent ebook format for e-readers, but given its accessibility on Apple macOS and iOS products via Apple Books, the format is also a viable — though somewhat limiting — option for content marketing ebooks.
One unique feature of the .epub file format is its scrollability. To mimic the reading of an actual book, readers can view one page at a time and must scroll or swipe horizontally, as opposed to vertical scrolling with PDFs, which gives your readers the feeling of reading a book as opposed to interacting with website content. However, this also means readers might have to do more work to navigate the content and find the information they are looking for. Additionally, video and audio files can be embedded in the .epub format, unlike PDFs, which means your readers can consume more interactive content without leaving the ebook.
If you’re tired of the PDF option and want to spruce up your content format, you can save your InDesign ebooks as an .epub file – just be prepared for some readers being unable to read your content, which is something you likely don’t want to be the case.
Formatting Your Ebooks
There’s no one perfect ebook format, but that just means there’s more options for your team to work with.
If you’re just getting started, we recommended using Google Slides – since you’ll be able to collaborate with your team more easily, create your content for free, and see how your audience reacts to ebooks before making a major investment in time and resources.
As you scale, and if you’re able to work with a designer, we suggest formatting your ebooks in InDesign. When it comes to saving your ebooks, it’s best to stick with the interactive PDF format for wider accessibility.Either way, make sure you check out HubSpot’s 18 Ebook Templates for free InDesign, PowerPoint, and Slides templates to build, format, and design your ebooks.

Last Updated on December 17, 2020 by Rakesh Gupta Big Idea or Enduring Question: How to utilize the Flow and set up email-to-lead in salesforce?  Lightning Flow is a powerful feature provided by Salesforce to minimize the code in your … Continue reading →

Last Updated on December 19, 2020 by Rakesh Gupta Big Idea or Enduring Question: How to utilize the Flow and set up email-to-lead in salesforce?  Salesforce Flow is a powerful feature provided by Salesforce to minimize the code in your … Continue reading →

As a marketer, I’d like to believe all my marketing efforts are high-impact.
Unfortunately, that isn’t always the case.
Consider the blog post that resulted in 25 views, and 0 leads — or the Facebook campaign that totally flopped, with a much lower ROI than expected.
Of course, high-impact marketing is any marketer’s goal. High-impact marketing means you’re getting the biggest bang for your buck, and that your time and resources are having a strong, positive impact on your business’ bottom-line.
But high-impact marketing is easier said than done. Here, we’ll explore what high-impact marketing is, examples of high-impact marketing, and finally, how you might maximize your own marketing efforts for highest possible impact.
Let’s dive in.

What is high-impact marketing?
High-impact marketing is any marketing efforts that have significant impact on your business’ bottom-line.
High-impact marketing can range depending on your business goals and industry — additionally, high-impact marketing doesn’t necessarily correlate with the amount of money you spend.
For instance, perhaps you create a low-budget YouTube video that results in thousands of views, and a 15% lead conversion rate. That’s high-impact, regardless of the amount of money you put into the video.
Fortunately, this means high-impact marketing doesn’t have to break the bank to be effective. 
Of course, which types of marketing will have a high impact on your bottom-line depends on your unique marketing goals. For instance, if your goal is to increase brand awareness, perhaps you find Instagram has the highest impact. Alternatively, if your goal is to establish thought leadership, perhaps you find you have higher impact by guest posting on various blogs.
Examples of High-Impact Marketing
To fully understand the definition of high-impact marketing, let’s consider a few examples of high-impact marketing in-action:

A YouTube strategy that increases leads for your company while reaching new audiences and increasing brand awareness.
A podcast advertisement that increases sales for your new product.
A PR campaign that increases positive perception of your brand, as measured by a public perception survey.
A blog post with a 10% conversion rate, higher than industry standards.
An Instagram post that receives high engagement rates and increases your account’s follower count.
An online co-marketing webinar that enables you to reach new networks via your partner’s channels.

There are many more, of course, but ultimately, these examples are meant to demonstrate just how wide-ranging high-impact marketing can be.

High-impact marketing will depend on your goals, industry, and the types of marketing best-suited for your brand. What results in a high ROI for one company could be a waste of time for another.

Next, let’s dive into some specific high-marketing techniques you might implement depending on your goals to drive lasting results for your company.
How to Maximize Your Marketing’s Impact
1. Ensure you’re targeting the right audience.
Best for: Brand awareness, increased leads.
To create the highest-impact marketing campaigns, it’s critical you do your research to ensure you’re targeting your ideal audience.
Of course, your audience will vary depending on your goals. For instance, perhaps you’re putting together an online event targeted towards entrepreneurs. If that’s the case, you’ll want to target a wide audience by identifying any social media users who’ve shown an interest in entrepreneurship. Since your goal is to get as many attendees as possible, you don’t need to get too hyper-targeted.
Alternatively, let’s say you’re looking to increase sales on a new product. If that’s the case, you don’t want to target a large audience — instead, you want to focus on a select group of people who seem ready-to-buy. In that case, you’ll want to target viewers who’ve visited a landing page for your product, or viewers who’ve clicked on an ad for that product over the last six months.
Ultimately, you don’t want to spend too much money or resources targeting people who are never going to convert, so for truly high-impact marketing, it’s critical you take the time to target the right audiences.
Take a look at How to Find Your Target Audience to learn how to identify the right audience for your own goals.
2. Create a strong partnership program.
Best for: Reaching new audiences.
A partnership program, or co-marketing campaign, can help you reach new audiences, demonstrate expertise in your industry, create high-quality content for leads and customers, and so much more.
Additionally, backlinks from other companies is invaluable for SEO, so a partnership program is a win-win on all accounts.
To create a truly impactful co-marketing campaign, consider hosting a webinar with a partner, creating an e-book with a partner to share with the partner’s network and increase brand exposure, or writing a series of guest blog posts for each other’s sites.
Co-marketing campaigns can have high impact by delivering exceptional value to leads and customers. For instance, consider this actionable guide HubSpot created with LinkedIn to help viewers learn how to get the most out of their LinkedIn marketing efforts.
While HubSpot could have written its own content regarding LinkedIn best practices, it’s higher-value when it combines forces with LinkedIn. Additionally, this ebook is now shown to both HubSpot and LinkedIn networks, ensuring broader reach.
Best of all, co-marketing efforts don’t have to be high-budget. In fact, partnership programs can be incredibly cost-effective, since you’re dividing the amount of resources needed by half.
3. Publish on various social channels.
Best for: Increased brand exposure, establishing thought leadership in an industry.
Social media is one of the most effective opportunities to achieve any of your marketing goals.
Don’t believe me? Consider this: 54% of social browsers use social media to research products.
Additionally, 73% of marketers believe that their efforts through social media marketing have been “somewhat effective” or “very effective” for their business.
Best of all, social media is one of the most cost-effective marketing strategies.
Of course, a social media strategy needs to be comprehensive to be as high-impact as possible. For instance, to increase thought leadership, you might consider asking executives to post thought leadership content regularly on LinkedIn and share it with experts in the industry. Alternatively, perhaps you’ll want to post advice from industry leaders on your own Instagram or YouTube accounts.
Additionally, it’s critical you ensure you’re using the best platforms to reach the right audiences. There’s a wide variety to choose from — including Facebook, Instagram, LinkedIn, Tik Tok, YouTube, Twitter, and more.
Conduct research to find where your target audience spends the most time, and then alter your strategy accordingly.
4. Maximize referrals.
Best for: Increased sales.
Considering it costs anywhere from five to 25 times more to acquire a new customer than to retain an existing one, it makes sense that you’ll want to leverage existing customers for high-impact marketing.
The inbound flywheel is made up of three sections: Attract, Engage, and Delight. To create sustainable, long-term growth, it’s critical you enable your flywheel to reach maximum speed.
To do this, you might create a formal referral program, in which existing customers earn a discount for recommending new customers.
Additionally, you might consider encouraging current social media followers to refer new followers to your social pages. To incentivize them, you could host a giveaway — if a follower tags 3-5 friends in the comments section, they have the chance to win.
You’ll also want to ensure customers have a good experience with your brand, start-to-finish. If customers are impressed with your customer service, for example, they’re more likely to recommend you to friends for free.
Now that’s high-impact.
5. Optimize for SEO.
Best for: Demonstrating expertise, increasing exposure to new audiences.
Finally, optimizing your website, blog posts, and even social media pages for SEO is critical for long-term marketing success.
Your blog posts, for instance, will be much higher-impact if they appear in search results for related queries. Otherwise, email and social media traffic can only get you so far.
Additionally, your website will have much higher-impact on your company’s bottom-line if it ranks in the top ten search results for related keywords.
Consider, for instance, the impact your website might have on sales if prospects are able to find your company whenever they search for products or services related to your industry.
An SEO strategy is a long-term play, but it’s one of the best opportunities you have for creating content that continues to impact your bottom-line well into the future.