16 June 2020

What is an eBook? A Guide for SaaS Marketers

As a SaaS marketer, it’s essential that you know the answer to this question: “What is an ebook and how can we leverage them throughout the buyer’s journey?” 

eBooks guide your reader through a subject in a casual, informative way—much like a how-to guide. They’re visually digestible, with graphic elements and white space to break up the text and help the reader navigate the information with ease. This style of content is a great fit for targeting B2B SaaS audiences looking for actionable advice or information on industry trends.

In this article, we’ll walk through the answer to what is an ebook, how you can use this marketing collateral to drive leads and why it’s crucial for your SaaS marketing efforts.

What is an ebook’s purpose?

SaaS products and services—and the pain points they solve—are often complex, but knowing the answer to “what is an ebook?” is key. eBooks offer an effective way to communicate large amounts of information in a digestible manner. eBooks also help your SaaS company demonstrate your expertise and credibility on a topic in a way that you can’t through blogging alone.

In addition, ebooks help you build your email marketing list and qualify leads. By creating ebooks on different topics, you can segment your SaaS prospects by areas of interest based on the ebook that they download. 

When you ask the question, “What is an ebook in relation to a blog post?”, there’s no doubt that your blog readers are a valuable audience. However, your website visitors who are willing to offer up their email address in exchange for a deep dive into a topic via an ebook represent an even greater opportunity to drive sales. 

How is an ebook used in SaaS?

Many B2B SaaS marketers who once wondered, “What is an ebook?” now use ebooks regularly in their content marketing. eBooks make powerful downloadable content offers that help generate and nurture leads. They also provide added value to mailing lists when shared through email nurture sequences.

eBooks have a strong impact in the “awareness” stage of the SaaS buyer’s journey because they appeal to broad audiences with general knowledge on a topic. This is why ebooks are a popular choice for targeting prospects who know that they have an issue to solve, but don’t yet know exactly how to approach it.

You may be thinking, “What is an ebook and who is it a good fit for?”. eBooks can also be an ideal fit for leads in the “consideration” stage of the SaaS buyer’s journey. These readers have a better sense of the solution they’re looking for, and are evaluating their options by doing detailed research to inform a future purchase.

What is an ebook’s potential to drive leads?

Creating an ebook and promoting it widely provides your organization with a huge opportunity to drive leads, and influence trends and conversations as a voice of leadership within the SaaS industry. 

A downloadable content offer that prompts potential customers to give you their email address in exchange for instant value makes an excellent B2B lead magnet. As a SaaS marketer, this is your green light to nurture leads and drive sales. 

Get help with your next ebook

Enlist a seasoned content creation partner to write an ebook that showcases your expertise and value to leads. Explore Uplift Content’s ebook writing service, which provides the strategic eye needed to create compelling ebooks that you can use across multiple marketing channels.

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Emily Amos
Emily Amos

As the founder of Uplift Content, Emily leads teams in creating done-for-you case studies, ebooks and white papers for high-growth SaaS companies. Check out her bio.

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