In order to build a bigger fanbase start by creating some anticipation post on social media as well as your blog. You can even release parts of the e-book an an opt-in to email them when it's complete.

In the anticipation stage however, I would not recommend going with pay per click or Facebook advertising.

Also, share your project on LinkedIn and ask for feedback and suggestions from experts. This is another great way to generate buzz for your upcoming content.

Please let me know if you need any help as to how you can execute the following steps.

Short answer: social media. You need to be out there engaging with your audience, connecting with people, sharing content and answering questions. Once you get your blog together then use social to share your content, but don't ever stop engaging. That's the number one rule of building brand: engagement.