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


Define How You Measure Success

Your SMART (Specific, Measurable, Achievable, Realistic and Timely) goals should translate into Key Performance Indicators (KPIs). These KPIs define the success of your ePub. You are more likely to achieve them if you define them early.

Some KPIs might be:

  • Unique sessions;
  • Page visits;
  • Average reading time;
  • Bounce rate;
  • Examples viewed;
  • Form submissions;
  • Clicking on a specific link;
  • Webinar sign-ups;
  • Source page (i.e. where are the readers are arriving to the ePub from?);
  • Number of social media posts generated using the share buttons integrated inside the ePub;
  • Referrals towards other content/related content on the ITC website pages/other resources (ie. market analysis tools, e-learning, etc.).

This influences your structure, and influences success. It can also be used to refine future content.

ITC strives to be an impact organisation, so it’s important that our contractors create ePubs in such a way that ITC/content owners are able to trace all of the indicators. Of course, the content owners should define their key objectives (and therefore select a limited number of KPIs), but the technical solution should be able to, by default, record all of them.

Communication and Events need to check with Strategic Planning, Performance and Governance which of the KPIs can be used to report on project progress, and how to report stats in cases where the ePub co-exists with a traditional PDF/print format. This needs to be known in advance, so that project managers can correctly describe the output and indicators.

Nowadays, internet users prefer to consume visual, snackable content. Ask yourself, is there any information that would be better presented visually?

Regarding the formats, it is essential to remember to create valuable content.

Have an extra pair of eyes check the preview of the publication. If an unforeseen error is made, you can go back and edit it – that is the advantage with a digital publication. However, if you are partnering with an external contractor, avoid making corrections after sign-off as they may be charged on top of the agreed cost.


Develop a Marketing Strategy

The KPIs mentioned in section 4 guide the promotion of the ePub. You may choose to manage this internally at ITC, or reach out to creative and marketing partners to help provide this service.

Related promotion strategies will include: outreach to Geneva-based diplomats, partner institutions that help develop content, sectoral associations and others – just as for traditional publications.

Email marketing campaigns, social media, web stories and outreach to traditional media may also be part of the promotion.

After all of your hard work, there must be a clear marketing distribution strategy to ensure your efforts do not go to waste and your ePub reaches a wide audience.


  1. Email marketing distribution to a segmented database;
  2. Social media distribution;
  3. PR coverage;
  4. Corporate newsletters.

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


Visual Style Guide: Guidelines and Logo