The key to success is careful execution.

Now that we’ve discussed the benefits and most important elements of an ebook, it’s time to get started. With these 13 simple steps, you’ll be well on your way to writing and publishing your marketing masterpiece.

Step 1: Brainstorm

To produce valuable content, you must first develop a solid plan. Get a team together to brainstorm ideas based on keyword research and the topics most relevant to your industry and target audience.

Start compiling the best ideas on a whiteboard, and see what sticks. If you’re having trouble getting started, consider asking your current clients for suggestions about the type of content they’d find most useful.

Step 2: Outline

Once you’ve chosen a compelling topic, break it down into several smaller sections. This will serve as your table of contents, keeping you organized and on track throughout the writing process.

Step 3: Assign Writers

Before assigning a team of writers, think about who would be the best fit for the job. You’ll want to choose someone who has impeccable writing skills, and just as important, experience with the topic at hand. Sometimes hiring a mix of in-house writers and freelance contributors is necessary to bring the project to the finish line.

Step 4: Reach Out to Experts

Including advice from experts can help establish authority and validate your industry knowledge. Ask influencers to contribute their expertise to your ebook, giving them guidance on tone and subject matter so they know what kind of input you’re looking for.

Step 5: Set Deadlines

Think about creating an editorial calendar to hold your content team accountable and keep them on track. When setting deadlines, remember to include buffer time for your writers. Assign a due date at least a week in advance of your intended deadline to leave room for unexpected setbacks.

Step 6: Do Research

Do research to see what kind of content has already been published on your given subject matter. Comb through these existing sources for any useful statistics or background information that could help support your content.

Step 7: Write, Write, Write

When all the details are in place, it’s time to start writing. No matter who you end up hiring for the job, make sure they have all the tools and resources they need to produce the best possible final product.

Step 8: Edit and Revise

Review the content, making sure it’s accurate, clear, on topic, and consistent in style and tone. Put each draft through a vigorous editing process. If revisions are required, communicate issues to the writers and ask them to correct any errors.

Step 9: Add Visuals

Nobody wants to read large chunks of text with no visual support. Add original graphics, charts, illustrations, and photos as necessary to break up the text with visual interludes.

Step 10: Design

Add branding and professional formatting such as headings, descriptions, summaries, pull quotes, captions, and links. Add relevant CTAs throughout your ebook to drive people to learn more about your brand.

Step 11: Create Marketing Collateral

Create a landing page with an optimized title, a brief overview of the ebook, testimonials, social sharing buttons, and maybe even a sneak peek of what’s to come. Be sure to list all authors and contributors.

If your content is gated, add a lead capture form. If not, just add a download button or link. Don’t forget to include a thank you message with an optional offer — for a free product demo, trial, or simply a link to related content, for example.

Step 12: Publish

Now that all the details are set in stone, you’re ready to publish your content. Don’t forget to announce the launch of your ebook on relevant social media platforms.

Step 13: Promote

Once you’ve written and published your ebook, your work isn’t over. Promote your content with email blasts, social media updates, and display ads. If you’ve included information from contributors, ask them to share your book with their own followers to extend your reach.

Longneck and Thunderfoot offer premium content services, leveraging the talents of our team of editors, writers, designers, and researchers to craft authoritative guides, white papers, and infographics on the topics most relevant to your business. Learn more about premium content here.

Author Hilary Krutt

A graduate of Dartmouth College, Hilary joined L&T after several years in the publishing industry at Simon & Schuster. As a member of the editorial board for the Off the Shelf book blog, her writing has been featured on the Huffington Post, among other major publications. At L&T, Hilary manages content quality and production, collaborating directly with writers, content managers, and clients to ensure every piece we write hits the mark every time. In her free time, Hilary is an avid reader and live music enthusiast. She hails from Boston but currently calls Brooklyn home.

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