2. eBook
What it is:
Think of it as a white paper on steroids (the sexy white paper):
a report, generally 12 - 40 or more pages in length, that presents
complex information in a visually attractive, reader-friendly
format. The content is both informative and entertaining; the tone,
collegial; the format, "chunky" rather than linear, to facilitate
skimming and scanning.
A cool tool for:
- Companies with complex products or services
- Organizations who can (or want to) promote thought-leaders
- Driving a stake in the ground on an important topic
Not so hot for:
- Organizations with rigid cultures
- Direct promotion of products or services
- Enterprises without deep intellectual capital
| TAXONOMY FOLKSONOMY COOKBOOK |
|
HEALTHY MOUTH, HEALTHY SEX |
|
|
Think librarians are square? Daniela
Barbosa, Business Development Manager
at Dow Jones Client Solutions, shatters
the stereotypes with an inarguably
hip and attractive ebook that makes
a clear case for an otherwise esoteric
field of information: taxonomy.
|
Move over, Dr. Ruth! In Healthy Mouth, Healthy Sex, Dr. Helaine
Smith makes a powerful case for thinking of "oral" and "sex" in
entirely new ways. |
3 key play points:
- Develop your distribution strategy early: how will you get your
ebook into reader hands?
- Think visually: make liberal use of bullets, callouts,
sidebars, graphs, etc.
- Conclude with a solid call to action: what should readers do
next?
Bonus Links:
We eat our own cooking. Just as we
encourage you to look toward examples for inspiration, The Content
Playbook itself takes a page from Brian Clark's
Authority
Rules: 10 Rock Solid Elements of Effective Online Marketing.
Like Brian, we've dropped the gates - anyone can share the work
freely - and we've turned our book into individual HTML pages for
easy reading online.
