How It Works

The process begins with your content marketing strategist, project manager and creative team focusing on the editorial component of the asset.


From ideation to outline to final copy, Brafton’s eBook writing services zero in on how to make the text of your eBook as impactful as possible while serving specific commercial objectives. A dedicated project manager works with you every step of the way to expedite turnaround time and ensure the asset aligns with your content strategy.


Brafton provides eBook writing services to brands across all industries and verticals, including business, marketing, finance, manufacturing, law, technology, travel, education, health care, entertainment and more. From business-to-business to business-to-consumer brands, eBooks are ideal middle-of-sales-funnel content marketing assets, helping to generate leads, establish thought leadership, increase brand awareness and engage prospective customers.

eBook Topic Ideation

Content marketing strategists and project managers can work with our in-house team of professional writers to develop appropriate topics or use topics you already have in mind. Either way, each Brafton stakeholder will contribute their expertise to the ideation process.

Content marketing strategists conduct research to determine which topics will resonate most with your target audience. They also account for the eBook assets competitors in your industry are producing. Project managers ensure the topic is tailored to your specific branding guidelines, working with your industry-focused writer to develop an outline. Undertaking research and reaching out for subject matter expert input on the client side, your writer will create a detailed outline of your eBook that includes possible titles and a page-by-page breakdown of the asset. Together, the team will consider how the scope and storytelling of the eBook support your business goals and fit within your current content marketing strategy.

All feedback and requested changes will be implemented into the outline before your team moves on to the next step. Once an outline is approved, your content team will continue production and begin the writing process.

eBook Writing Best Practices

Your Brafton writer is selected based on industry experience to ensure they bring the proper level of SME to your account. However, your creative team is ready and willing to interview client-provided SMEs to ensure the eBook contains industry-leading insight and aligns with your brand’s voice and style guidelines.

Writing an eBook also requires optimising content to ensure it fits the eBook format. For all intents and purposes, eBooks are graphic assets. Written content is vital to their success, but it should serve a supplementary function that supports visual storytelling.

While white papers, blog posts and long-form articles dive deep into specific subjects, the emphasis for eBooks is on easily digestible information told through engaging imagery and a minimal copywriting. Brafton aims for each page of the eBook to contain approximately 125 words. Expert writers must craft each sentence with maximum impact in mind. Written content will focus on hard data and insightful takeaways that get right to the heart of a subject while still employing content writing and storytelling best practices.

In order to support visual storytelling, writers craft eBook content with imagery in mind. The writing itself is customised to suit the inclusion of graphics, and oftentimes themes are employed to provide designers with inspiration for illustrations and other graphic elements.

The initial draft copy of your eBook will undergo a round of editing and proofreading and will then be submitted for your approval. Any and all feedback you have will be incorporated into the asset to ensure it follows your brand guidelines and overarching creative vision.

As with the eBook outline, the initial draft copy of your eBook will be submitted for your approval. Any and all feedback you have will be incorporated into the asset to ensure it follows your brand guidelines and overarching creative vision.

eBook Design and Formatting

After your eBook text is written and approved, the asset will move into the design and formatting stage, the last step before the final product is presented. However, your content writer remains an integral part of the eBook production process at this stage.

Designers begin by working with writers to ensure text can be properly transformed into eye-catching visuals, asking any lingering questions regarding the topic or text. Your dedicated graphic designer will then bring to life the ideas created during the initial stages of the eBook, when they studied the approved outline and any client-provided branding guidelines to determine everything from fonts and colour schemes to specific illustrations and themes.

Whether you have specific imagery in mind or not, designers are on hand to turn ideas into reality. If you’re unsure where to begin, Brafton graphic designers are happy to use existing collateral as a jumping off point to ensure your new eBook asset is in line with your current branding. This includes client websites, as designers can incorporate existing icons, illustrations and visual collateral into the eBook, including specific HTML colour codes.

After style, theme and branding elements are taken into account, the layout process begins, which includes the bulk of the eBook, as well as cover pages and tables of contents. Font styles, colours, illustrations, photos and interactive design additions, such as navigation buttons, are implemented.

Once layout is complete, a designed draft of the eBook is submitted for client approval. Any feedback is incorporated into the asset to create the final product. From there, your content marketing strategist can offer expertise in conversion rate optimisation and promotional strategy to fully leverage your completed eBook.

Our writers can create web copy for dedicated eBook landing pages. Designers and strategists can also develop custom call-to-action buttons for gated eBooks to be used for lead generation. Social strategists, meanwhile, can distribute and promote your asset on the appropriate channels. This highly coordinated execution maximises the value of your eBook as part of a bigger inbound marketing strategy.

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