American Marketing Association Professional Certified Marketer (PCM) Content Marketing Practice Exam

Why do companies often provide free eBooks?

1. To attract attention away from competitors

2. To establish thought leadership

3. To aid search engine rankings when people download it

4. To boost paid sales of the eBook later

The correct answer is: To establish thought leadership

Providing free eBooks serves as an effective strategy for companies to establish thought leadership within their industry. By offering valuable content at no cost, companies position themselves as knowledgeable authorities on specific topics, thereby building trust and credibility among their target audience. This approach not only demonstrates expertise but also fosters a connection between the brand and potential customers, as they receive useful information that addresses their interests or pain points. While attracting attention away from competitors, aiding search engine rankings, or boosting future paid sales can be potential benefits associated with eBook offerings, these are secondary outcomes rather than the primary intention behind providing free content. The essence of thought leadership lies in sharing insights and knowledge, which ultimately encourages engagement and loyalty from an informed audience.