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:

1. Develop your distribution strategy early: how will you get your ebook into reader hands?
2. Think visually: make liberal use of bullets, callouts, sidebars, graphs, etc.
3. Conclude with a solid call to action: what should readers do next?

Bonus Links:

• An eBook Success Story: Steve Chazin and MarketingApple via TouchPoint City
  
•  eBook on Seven Ways to Create Trust with Customers via Junta42
  
• 5 Reasons Why an eBook is a Must for Content Marketing via Patsi Krakoff
  
• Lose Control of Your Marketing - a Free eBook from David Meerman Scott
• 100 Best-Kept Marketing Secrets eBook courtesy of The Marketing Minute
• Marketo's eBook:  A Lesson in Content Marketing via Howard Sewell
  

Chapter 1 - White Paper

Chapter 3 - Book