3. Book

What it is:

Even in the revolutionary age of Web 2.0, a full-length book still carries an aura of authority. Whether self-published or created via a traditional publishing house, the book is the "big" content piece that often leads to press exposure, speaking invitations and a privileged status as THE expert

A cool tool for:

• Sole proprietors, service providers and professional service firms
• Organizations with DEEP expertise
• Establishing a reputation for thought-leadership

Not so hot for:

• Product, rather than process, based businesses
• Enterprises in which expertise is less relevant
• Short-term marketing results

TUNED IN
	Pragmatic Marketing turned years of training experi-ence into a comprehensive guidebook that positioned its authors as the go-to authori-ties on product development, management and marketing.

3 key play points:

1. Books are a major investment of time - plan carefully!
2. Get your PR people on board fast to leverage the media potential. Blogging early is a plus
3. Consider developing a microsite or Facebook fan page to create communities around your book

Bonus Links:

• 10 Keys to Writing a Book When You Have NO Time to Write a Book via the Junta42 Blog
  
•  Get Content Get Customers from Joe Pulizzi (Junta42) and Newt Barrett (ContentMarketingToday) - an example
  
•  The Next Evolution of Marketing from Bob Gilbreath (Bridge Worldwide) - an example
  
• 8 Ideas to Turn Your Successful Blog into a Book via the Personal Branding Blog
• 
  

Chapter 2 - eBook

Chapter 4 - Custom print magazine