PREPARING YOUR EPUB

Factors To Consider When Creating An ePub: Audience & Structure


1/5

Know Your Goal and Audience

For any type of content, start with a clear objective. What will you be using this content for? Generally, publications are used for capacity building, influencing or marketing. What do you hope to achieve with it? Here are common goals for any kind of publication:

  • Instigate change: to raise awareness and build capacity by providing tools or recommendations. The aim is to create behavioural change that improves development. This could be as simple as encouraging hand washing, or as complex as negotiating provisions to ensure women-owned businesses are part of trade policy agreements.
  • Generate leads and partnerships: for funding, publicity and to inspire networks to share practices.
  • Engage employees. An ePub is an engaging option for internal communications. Raising awareness or building capacity is also important for staff. An introduction to the organisation, newsletter updates or campaigns can be carried out with ePubs, for example.
  • To get feedback from clients. It might be easier and more engaging for clients to provide feedback on an interactive ePub with an online form than by using other, more traditional platforms. You may also trace users’ behaviour by collecting data and analytics from the ePub.

Understand your target audience and choose your images and text accordingly. Be specific in visualising them: country, region, gender, age, profession, education level. Consider your KPIs so that you can track as much as possible their use of your ePubs.

2/5

Gather and Create Content to Fit the Structure

You do not necessarily need to start from scratch. Recycle and adapt content, if needed.

Write content in very short, action-oriented soundbites. Internet users consume visual, snackable content, so anything you produce should engage a digitally literate yet time-poor consumer.

To receive some short tips on text editing, please visit the following article:

Always confirm before commencing creation of the ePub whether all the visual content is available or if it needs to be created. Do you want to make an ePub about a case study or an interview, for example? In this particular case, consider if you have the necessary pictures or if you need to account for photography.

3/5

Information Architecture aka Sketch the Structure

Create your structure to elicit and measure behavioural change.

Present your storyline in a bullet pointed outline with key words. Describe where each piece of content should be placed and how it links to the other sections. Sketch your structure on paper - even a quick, rough sketch can be useful. Then, provide written text to accompany the sketch. This organises the ePub before the design phase and clearly communicates your thoughts to others. You will also be able to more easily pre-visualise how much written content you will need for your concept.

A hypothetical example

PAGE

PAGE TITLE

PAGE KIND OF PAGE

CONTENT ELEMENTS

WORD COUNT

TEMPLATE / PAGE INSPIRATION

REMARKS

Example

“Tips for a productive work attitude”

Long article

  • Header
  • Subtitle
  • Intro
  • Article text
  • 3 images
  • 1 video
  • Intro: 75 words
  • Article text: 400 words

For this page, we would like a layout similar to this example we saw on the website - Natural Baby Shower Store

Please keep the layout light and modern, and use our secondary colour palette

...

image

PAGE

PAGE TITLE

PAGE KIND OF PAGE

CONTENT ELEMENTS

WORD COUNT

TEMPLATE / PAGE INSPIRATION

REMARKS

Example

“Tips for a productive work attitude”

Long article

  • Header
  • Subtitle
  • Intro
  • Article text
  • 3 images
  • 1 video
  • Intro: 75 words
  • Article text: 400 words

For this page, we like a layout similar to this example we saw on the website - Natural Baby Shower Store

Please keep the layout light and modern, and use our secondary colour palette

...

The International Trade Centre is the joint agency of the World Trade Organization and the United Nations.

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Factors To Consider When Creating An ePub: Goals & Strategic Considerations