Savvy Speaks: eBooks – What They Are and How to Use Them Effectively In B2B Marketing

Savvy Speaks: eBooks – What They Are and How to Use Them Effectively In B2B Marketing
Savvy Sisters @savvy_b2b - Wed Nov 03, 2010 @ 05:40AM
Comments: 16

The last few years have seen the rise of a new form of marketing collateral – the eBook.

While some have embraced it with wild abandon, others are still admittedly scratching their heads a bit. This week the Savvy Sisters sound off about eBooks – what defines the medium and how to use them to your best advantage. Next week we will share some links to great examples on the web.



In many ways, it’s best to describe an eBook but comparing it to its cousin, the white paper. I love this differentiation by Jonathan Kranz, author of the very engaging The Ebook Ebook: How to Turn Your Expertise Into Magnetic Marketing Material: "A successful ebook is more collegial, reader-friendly and visually interesting than the traditional white paper."

In many ways, white papers and ebooks are similar:

  • Both should be targeted to a specific reader.
  • Both should educate the reader by solving a problem.
  • Both should not be product-centric, yet they should persuade a reader to reach a certain conclusion.
  • Both are lengthy, yet they should be easy to scan.

But, they are also markedly different. When done well, there is something very engaging and approachable about ebooks:

  • Ebooks are in landscape format, making them very easy to read on screen.
  • Ebooks are graphics-heavy, often using an image on each page for aesthetic appeal.
  • Ebooks have bold text treatments to really make key points pop.
  • Ebooks have a very sharp title page.
  • Ebooks have more white space than white papers.
  • Ebooks can have interactive content. (For a great example of this, see the Lumension ebook, 7 Things Every CEO Should Know about Information Security.)



Tactically, an eBook is a content tool that is intended to provide the reader (aka - your potential customer) with useful information. It is meant to have intrinsic value while also increasing your brand's credibility and top-of-mind real estate. Bonus points if your eBook becomes a trusted reference that the reader refers to again and again.

In addition, an eBook can be the perfect place to let your brand's personality shine. Unlike other types of corporate content (like case studies and white papers) which are traditionally pretty straight-forward in terms of layout and design, eBooks provide an opportunity to let loose with creative ideas, images, and fun metaphors. An eBook gives you a chance to connect with your reader on a more intimate, conversational level.



I think David Meerman Scott said it best when he defined eBooks as "the hip stylish cousin to the white paper." Think of an eBook as a strictly educational white paper written in a conversational tone and turned on its side. The best eBooks marry valuable information with strong design and graphics that help tell the story. A good resource for how to write an effective eBook is The eBook eBook by Jonathan Kranz, which Michele reviewed last year.

B2B prospects are increasingly turning to eBooks as they consume content during the research process. Since this content asset is best geared toward the early stage of the buying process, it's ideal to offer it without requiring registration but include a call to action pointing the reader to additional content for which you can begin collecting profile details.

Join the conversation!

Have you been using eBooks in your marketing efforts?

Still have lingering doubts or questions?

Comments: 16


1. Mark William Schaefer  |  my website   |   Thu Nov 04, 2010 @ 05:15PM

I am liking this blog format ladies. Very interesting. I think you're on to something here. Well done!

2. Michele Linn   |   Sun Nov 07, 2010 @ 11:33PM

Thanks, Mark! It's been fun putting these together, and I'm glad you like the format. Means a lot coming from you!

3. Siva   |   Sun Aug 24, 2014 @ 04:50AM

I have never saw like this B2B Blog. Great work, Nice Blog. keep regular updates. i like it so much. My Blogs and

4. mary   |   Wed Aug 27, 2014 @ 10:31AM

Keep it up,Really great Blog, Thanks for sharing I am always using and for my online shopping

5. Gayathri matha   |   Mon Sep 08, 2014 @ 05:16AM

Thanks a lot for sharing the detailed list of Senate names of farm bill Conferees. Most of the members are new to me. This subject has interested me for quite some time. I have just started researching it on the Internet and found your post to be informative and

6. franklin   |   Wed Jun 24, 2015 @ 10:31AM

ive been examine to support its how can i include your feed to my rss reader as i need to observe you Thanks

7. ebook reader   |   Wed Aug 05, 2015 @ 07:27AM

This Per Per Per A week the Amazing Buddies sound off about eBooks – what explains the technique and how to use them to your best advantages. Next Per Per Per A week we will talk about some links to outstanding circumstances on the web.

8. ssss   |   Thu Sep 24, 2015 @ 04:15AM
10. klester   |   Sun May 22, 2016 @ 03:46AM

latest TV shows, cricket streaming, HD News channles around world and much more. So get the app enjoy it.

Survival Life Deals
Survive the end days
Surviving the final bubble
Survival Md
Family Survival System

11. the 2 week diet fitness plan  |  my website   |   Mon Jul 17, 2017 @ 07:32AM

The 2 Week Diet website makes bold claims about extremely fast weight loss, but are they real or scam? This review is unbiased and looks

12. Money Steam  |  my website   |   Tue Nov 28, 2017 @ 08:46AM

In our day we discovery the ideal site around modern society. It really is easy helpful, all what you ought to do could be to look at but exploit all tips. We are now very happy to provide you good quality and even very attractive factors

14. franklas   |   Mon Jan 29, 2018 @ 10:54PM

Week Diet website makes bold claims about extremely fast weight loss, but are they real or scam? This review i

15. alebari   |   Thu Mar 08, 2018 @ 11:59PM

makes bold claims about extremely fast weight loss, but are

powered by Doodlekit™ Free Website Builder