Where do Corporate eBooks fit into your business
strategy?
In our practice, we see three distinctive business use cases for
corporate
eBooks:
Promotional eBooks
Knowledge base eBooks
- Commercial eBooks
Promotional Corporate eBooks - A promotional
eBook looks and feels a lot like a white paper, except that it is a
whole lot more visual, designed to be skimmed, and, ideally, is
crafted to fit into your lead generation strategy.
Great examples of promotional eBooks can be found all over the
web. We particularly like these from
HubSpot
and
MailChimp.
A really good, targeted eBook is one that is short on words,
visually dynamic, and more spatially oriented than the
paragraph-after-paragraph of words you’ll find in the average white
paper.
Tip: Don’t just click the “Save As eBook” button on
your former white paper. Rethink it for multimedia and interaction.
That way, your formerly boring (to everyone but you) content will
hold your reader’s attention and get you the results you need.
Knowledge base eBooks - Knowledge base eBooks are
designed to take a repository of knowledge and make it available to
someone while she works in the field. Typically these types of eBook
are enhanced with multimedia, as they often contain more interaction
than an eBook designed solely for promotional purposes.
Your objective with a knowledge base eBook is to make your field
personnel more productive. Done well, knowledge base eBooks can
even save lives, which is why you see companies like Boeing
transitioning away from paper-based “flight kits” — which
pilots used to lug into the cockpit by the pound — toward putting
all such knowledge onto iPads.
The goal with knowledge-based eBooks is to make knowledge
available “at your fingertips” — a concept Bill Gates spoke
about way back in 2000. Well folks, we can now actually deliver on
that concept.
Commercial eBooks. The final category refers to
eBooks designed for commercial distribution. The majority of
commercial eBooks are self-published. Why, you ask? Typically, when a
publisher such as O’Reilly, Packt, or Wiley gets involved, they
handle the eBook production as part of their overall package of
services. However, if your technology is more specialized,
Wiley may decline the opportunity to publish “______ for Dummies”
(insert your technology in the blank), leaving self-publishing as the
only viable option. Another reason clients decide to self-publish is
to emphasize thought leadership. A third reason is for branding
purposes. Be sure and brand the e Book with your companies name.
What's required to create a compelling Corporate
eBook?
To create a compelling Corporate eBook, start with strategy.
Figure out the business model for your Corporate eBook — most
likely, it will fit into one of the three scenarios we described
above.
Once you have determined that an Corporate eBook is the way to go,
you need to focus on having it created.
Back in the day, when you needed long-form content you typically
turned to a writer to help you create it. Nowadays, we find it takes
a village to create an eBook. In addition to copywriting skills, you
need people on the team who understand the front-end and back-end
technologies, illustration, motion graphics and/or application
design, and the ins and outs of the specific devices used to deliver
your eBook to the world.
Distribution is a little different than it was last generation so
to speak. Today there are various means of distribution such as the
iBook store and several more. Each requires a different skill set say
like iBook vs. Kindle. Why? Because the operating systems on these
devices are fundamentally different. While you can adapt the content
to fit both, to take advantage of cutting-edge interactivity
features, you often will need to write code that is specific to the
device itself. The good news is that you can delegate distribution to
someone else the way the web is set up today. There are many major
companies out there that will distribute your companies e book on a
percentage basis or some other arraingment agreed.
What we find works best is to put a strong project manager at the
center of our eBook projects. The project manager is someone who
understands the content strategy and the eBook development process,
and can also provide leadership to the rest of the team. We look for
project managers who are astute about technology, have a deep
understanding of the subject area at hand (or can develop it
quickly), and understand the value of letting go of words.
Letting go of words means just what it says. Often we find that a
photo, illustration, or video persuades much more so than words. We
look for writers who understand this shift (a picture is worth a
thousand…) to put at the writing helm of our eBook projects. Also
helpful is a basic understanding of human interface design, the
science of persuasion, and how interactivity can enhance
understanding and knowledge retention.
What are you waiting for?
So, now you know about the three different use cases for Corporate
eBooks with limitless potential within each. You also can see from
here where each type of Corporate eBook could possibly fit into your
companies overall strategic objective. Now you know exactly what to
expect from each type of Corporate eBook. And you know how to get
started staffing your project. Perhaps it is time to revisit your
overall content strategy and see where you can use eBooks to enhance
the experience your customers have interacting with your content. Go
on, it’s easy to jump in!