--- title: "E-books: the hip and stylish younger sister to the nerdy white paper" image: https://www.davidmeermanscott.com/hs-fs/file-1080693397-jpg/blog-files/new_rules.jpg --- [Skip to main content](https://www.davidmeermanscott.com/blog/2006/07/ebooks_the_hip_.html#maincontent) [ «  View All Posts ](https://www.davidmeermanscott.com/blog) # E-books: the hip and stylish younger sister to the nerdy white paper July 18th, 2006 2 min read By [David Meerman Scott](https://www.davidmeermanscott.com/blog/author/david-meerman-scott) ![](https://www.davidmeermanscott.com/hs-fs/file-1080693397-jpg/blog-files/new_rules.jpg?width=100&height=75&name=new_rules.jpg) Update October 24, 2007 - My ebook [The New Rules of PR](https://www.davidmeermanscott.com/documents/New_Rules_of_PR.pdf) has now been downloaded 300,000 times. ++++ Web content sells. An effective content strategy, artfully executed, drives action. Organizations that use online content have a clearly defined goal—to sell products, generate leads, secure contributions, or get people to join and deploy a content strategy that directly contributes to reaching that goal. Content takes many forms including an effective content-centric Web site, blogs, podcasts, and e-books. I've been fascinated recently by the power of e-books. My own e-book [The new rules of PR: How to create a press release strategy for reaching buyers directly](https://www.davidmeermanscott.com/documents/New_Rules_of_PR.pdf) has been downloaded a remarkable 75,000 times since it was released in January. Imagine how much you would have to pay to get an equivalent number of people to pay attention to an advertisement? As a resource for buyers to learn about answers to a market problem, e-books are a valuable resource. But for many people and organizations, an e-book also has a less tangible effect. E-books do much more than just sell product. E-books directly contribute to an organization's positive reputation by showing thought leadership in the marketplace of ideas. This form of content brands a company, a consultant, or a non-profit as an expert and as a trusted resource to turn to again and again. So what is an e-book? For the purposes of marketing using web content, I define an e-book as a PDF-formatted document that identifies a market problem and supplies an answer to the problem. The best e-books don't sell a product, but rather brand an organization as thoughtful in a defined market space. In the B2B world, e-books are like the hip and stylish younger sister to the nerdy white paper. I recommend that e-books be presented in a landscape format, rather than the white paper's portrait format. The e-book has more white space, more graphics and images and is written in a lighter style than the typically dense white paper. E-books (as marketing tools) are free and I strongly suggest that there is no registration requirement. Here are some examples of e-books: [![New_rules](https://www.davidmeermanscott.com/hs-fs/file-1080693397-jpg/blog-files/new_rules.jpg?width=100&height=75&name=new_rules.jpg "New_rules")](http://freshspot.typepad.com/.shared/image.html?/photos/uncategorized/new_rules.jpg) [ The new rules of PR: How to create a press release strategy for reaching buyers directly](https://www.davidmeermanscott.com/documents/New_Rules_of_PR.pdf) by David Meerman Scott [![Tom_peters](https://www.davidmeermanscott.com/hs-fs/file-1080693412-jpg/blog-files/tom_peters.jpg?width=100&height=76&name=tom_peters.jpg "Tom_peters")](http://freshspot.typepad.com/.shared/image.html?/photos/uncategorized/tom_peters.jpg) [Tom Rants: Summer 04](http://www.tompeters.com/blogs/freestuff/uploads/summer04.pdf) by Tom Peters [![Seth_godin](https://www.davidmeermanscott.com/hs-fs/file-1080693427-jpg/blog-files/seth_godin.jpg?width=100&height=69&name=seth_godin.jpg "Seth_godin")](http://freshspot.typepad.com/.shared/image.html?/photos/uncategorized/seth_godin.jpg) [Flipping the Funnel](http://sethgodin.typepad.com/seths_blog/files/flippingfunnelPRO.pdf) by Seth Godin [![Clay_nelson](https://www.davidmeermanscott.com/hs-fs/file-1080693442-jpg/blog-files/clay_nelson.jpg?width=100&height=77&name=clay_nelson.jpg "Clay_nelson")](http://freshspot.typepad.com/.shared/image.html?/photos/uncategorized/clay_nelson.jpg) [The Balanced Life](http://www.claynelsonlifebalance.com/pdf/cnlb_thebalancedlife_v2.pdf) by Clay Nelson [![Ecnext](https://www.davidmeermanscott.com/hs-fs/file-1080693457-jpg/blog-files/ecnext.jpg?width=100&height=77&name=ecnext.jpg "Ecnext")](http://freshspot.typepad.com/.shared/image.html?/photos/uncategorized/ecnext.jpg) [Search Engine Marketing for Publishers](http://www.ecnext.com/ecnext/insights/ebook.shtml) by Pam Springer, CEO, ECNext To develop an e-book, follow these steps: 1. Understand your audience. Consider what market problems your audience has and develop a topic that appeals to your readers. 2. Define your goals for the e-book. Do you want to drive leads? Get people to donate money to your organization? Buy something? 3. Write for your audience. Use examples and stories. Make it interesting. 4. Hire a professional editor to do a second draft and a proofreader to finalize the copy. 5. Have the e-book professionally designed. 6. Offer the e-book on your site. Have easy-to-find links. If you have a blog, write about it there. Add a link to employees e-mail signatures. 7. Drive people into your company's sales process. Have landing pages or calls to action (but do NOT sell anything in the copy of the e-book itself!) 8. To drive viral marketing, alert media and bloggers that the e-book is available and send them a download link. (Don't send the PDF directly). Done well, e-books deliver authentic thought leadership, branding an organization as one to do business with. Oh, one more thing. If you create an ebook, please let me know so I can add it to my reading list! [ David Meerman Scott ](https://www.davidmeermanscott.com/blog/author/david-meerman-scott) David Meerman Scott is a business growth strategist, advisor to clever entrepreneurs who are building emerging companies, and the international bestselling author of a dozen books published in 30 languages. David’s high-energy keynote presentations, masterclasses, and virtual events educate, energize, and inspire. Connect: [mailto:david@freshspot.com](mailto:david@freshspot.com) Topics: [ Viral Marketing ](https://www.davidmeermanscott.com/blog/topic/viral-marketing) [ Public Relations ](https://www.davidmeermanscott.com/blog/topic/public-relations) [ Best Practices ](https://www.davidmeermanscott.com/blog/topic/best-practices) [ Business to Business ](https://www.davidmeermanscott.com/blog/topic/business-to-business) [ Corporate blogging ](https://www.davidmeermanscott.com/blog/topic/corporate-blogging) Don't forget to share this post: ## Related Articles [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Artemis%20earthset.jpg?width=5568&height=3712&name=Artemis%20earthset.jpg) ### Nasa’s Artemis II Lunar Mission: A PR Triumph for the USA April 11th, 2026|2 min read ](https://www.davidmeermanscott.com/blog/nasas-artemis-ii-lunar-mission-a-pr-triumph-for-the-usa) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Trump%20Biden%20shutterstock_2384408337.jpg?width=1500&height=1000&name=Trump%20Biden%20shutterstock_2384408337.jpg) ### US Presidential Debate: Hype, Spin, Memes, and Newsjacking June 24th, 2024|2 min read ](https://www.davidmeermanscott.com/blog/us-presidential-debate-hype-spin-memes-and-newsjacking) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Apple-WWCD23-Vision-Pro-with-battery-230605.jpg?width=1960&height=1102&name=Apple-WWCD23-Vision-Pro-with-battery-230605.jpg) ### Apple Vision Pro Spatial Computer Launch Is PR Done Right June 6th, 2023|2 min read ](https://www.davidmeermanscott.com/blog/apple-vision-pro-spatial-computer-launch-is-pr-done-right) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/dance.png?width=2048&height=1366&name=dance.png) ### Baseball That Puts Fans First! Banana Ball from The Savannah Bananas August 31st, 2022|2 min read ](https://www.davidmeermanscott.com/blog/baseball-that-puts-fans-first-banana-ball-from-the-savanah-bananas) [![Cover of The Carbon Almanac](https://www.davidmeermanscott.com/hs-fs/hubfs/Book%20mockup.jpg?width=1250&height=1000&name=Book%20mockup.jpg) ### The Carbon Almanac: It's Not Too Late July 12th, 2022|2 min read ](https://www.davidmeermanscott.com/blog/the-carbon-almanac) [![](https://www.davidmeermanscott.com/hubfs/f517cfdf-072e-4e2d-918f-18fb5748409a.jpg) ### Newsjacking COP26 Brings Attention to Rising Seas Affecting Panama’s Indigenous Guna People November 10th, 2021|2 min read ](https://www.davidmeermanscott.com/blog/newsjacking-cop-26-brings-attention-to-rising-seas-affecting-panamas-indigenous-guna-people) [![](https://www.davidmeermanscott.com/hubfs/Screen%20Shot%202021-06-21%20at%202.54.58%20PM.png) ### IKEA’s Cristiano anti- Coca-Cola Water Bottle Newsjacking June 21st, 2021|2 min read ](https://www.davidmeermanscott.com/blog/ikeas-cristiano-anti-coca-cola-water-bottle-newsjacking) [![](https://www.davidmeermanscott.com/hubfs/Clubhouse%20audio%20app.jpg) ### Clubhouse: The Great, the Bad, and the Very Worrisome February 23rd, 2021|2 min read ](https://www.davidmeermanscott.com/blog/clubhouse-great-but-worrisome) [![](https://www.davidmeermanscott.com/hubfs/UPS%20FedEx%20Amazon.jpg) ### #ThanksForDelivering: How Businesses Can Support Essential Workers May 12th, 2020|2 min read ](https://www.davidmeermanscott.com/blog/-how-businesses-support-essential-workers) [![Haford Hardware](https://www.davidmeermanscott.com/hubfs/Haford%20Hardware.jpg) ### Video Made for Just £100 Grows Fans of a Welsh Hardware Store December 6th, 2019|2 min read ](https://www.davidmeermanscott.com/blog/video-made-for-just-100-grows-fans-of-a-welsh-hardware-store) [![](https://www.davidmeermanscott.com/hubfs/shutterstock_1421346197.jpg) ### When a Trademark Is a Bad Idea September 10th, 2019|2 min read ](https://www.davidmeermanscott.com/blog/when-a-trademark-is-a-bad-idea) [![The Chef trailer](https://www.davidmeermanscott.com/hubfs/The%20Chef%20trailer.jpg) ### Blurring Lines Between Fiction and Reality: “The Chef” by James Patterson On Facebook Messenger and Instagram April 10th, 2019|2 min read ](https://www.davidmeermanscott.com/blog/blurring-lines-between-fiction-and-reality-the-chef-by-james-patterson-on-facebook-messenger-and-instagram) [![Gillette YouTube](https://www.davidmeermanscott.com/hubfs/Gillette%20YouTube.jpg) ### Gillette #MeToo Newsjacking Film Fails Because It Promotes Gillette Products January 15th, 2019|2 min read ](https://www.davidmeermanscott.com/blog/gillette-metoo-newsjacking-film-fails-because-it-promotes-gillette-products) [![Four Rs](https://www.davidmeermanscott.com/hubfs/Four%20Rs.jpg) ### How To Create Word Of Mouth For Your Company, Product, Or Idea September 18th, 2018|2 min read ](https://www.davidmeermanscott.com/blog/how-to-create-word-of-mouth-for-your-company-product-or-idea) [![8539048913_5380a7fc43_k](https://www.davidmeermanscott.com/hubfs/8539048913_5380a7fc43_k.jpg) ### How Creative Commons Helped Spread My Ideas To Millions Of People! August 15th, 2018|2 min read ](https://www.davidmeermanscott.com/blog/how-my-creative-commons-license-spread-my-ideas-like-crazy) [![free ebook](https://www.davidmeermanscott.com/hubfs/free%20ebook.jpg) ### How To Write A Free Ebook To Grow Your Business August 7th, 2018|2 min read ](https://www.davidmeermanscott.com/blog/how-to-write-a-free-ebook-to-grow-your-business) [![Stephen](https://www.davidmeermanscott.com/hubfs/Stephen.jpg) ### Marketing Lessons From Failed Social Media Fame In China March 12th, 2018|2 min read ](https://www.davidmeermanscott.com/blog/marketing-lessons-from-failed-social-media-fame-in-china) [![Bellagio fountain.jpg](https://www.davidmeermanscott.com/hubfs/Bellagio%20fountain.jpg) ### Las Vegas Fountains of Bellagio as an Awesome Marketing Asset August 23rd, 2017|2 min read ](https://www.davidmeermanscott.com/blog/las-vegas-fountains-of-bellagio-as-an-awesome-marketing-asset) [![past forward 2.jpg](https://www.davidmeermanscott.com/hubfs/past%20forward%202.jpg) ### Prada Movie "Past Forward" Is Content Marketing When You Have A Few Million To Spare December 6th, 2016|2 min read ](https://www.davidmeermanscott.com/blog/prada-movie-past-forward-is-content-marketing-when-you-have-a-few-million-to-spare) [![spicers2.jpg](https://www.davidmeermanscott.com/hubfs/spicers2.jpg) ### World’s Largest Rock Band Is Awesome Community Engagement October 14th, 2016|2 min read ](https://www.davidmeermanscott.com/blog/worlds-largest-rock-band-is-awesome-community-engagement) [![](https://www.davidmeermanscott.com/hubfs/Chilis_burger.jpg) ### Food Porn, Beautiful Buns, and Hashtags June 10th, 2015|2 min read ](https://www.davidmeermanscott.com/blog/food-porn-beautiful-buns-and-hashtags) [![](https://www.davidmeermanscott.com/hs-fs/hub/413105/file-2535780889.jpg) ### From Rejected to a Blog to a NYT Bestselling Author to Walking the Red Carpet at the Oscars February 23rd, 2015|2 min read ](https://www.davidmeermanscott.com/blog/from-rejected-to-a-blog-to-a-nyt-bestselling-author-to-walking-the-red-carpet-at-the-oscars) [### This Is a Generic Brand Video March 28th, 2014|2 min read ](https://www.davidmeermanscott.com/blog/2014/03/this-is-a-generic-brand-video.html) [![](https://www.davidmeermanscott.com/hs-fs/file-1601535649-jpg/blog-files/6a00d83451f23a69e2019b023d8e68970b-200wi.jpg) ### Dave Carroll of United Breaks Guitars four years later December 10th, 2013|2 min read ](https://www.davidmeermanscott.com/blog/2013/12/dave-carroll-of-united-breaks-guitars-four-years-later.html) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "David Meerman Scott", "url" : "https://www.davidmeermanscott.com/blog/author/david-meerman-scott" }, "datePublished" : "2006-07-18T05:58:28.000Z", "headline" : "E-books: the hip and stylish younger sister to the nerdy white paper", "image" : [ "https://www.davidmeermanscott.com/hs-fs/file-1080693397-jpg/blog-files/new_rules.jpg" ], "mainEntityOfPage" : { "@id" : "https://www.davidmeermanscott.com/blog/2006/07/ebooks_the_hip_.html", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.davidmeermanscott.com/hubfs/_Assets/Logo/david-meerman-scott.png" }, "name" : "David Meerman Scott" } } ``` ```json { "@context" : "https://schema.org", "@id" : "https://www.davidmeermanscott.com/#person", "@type" : "Person", "description" : "Marketing and sales visionary, international bestselling author of 12 books, keynote speaker in 47 countries, and advisor to emerging companies.", "email" : "mailto:David@DavidMeermanScott.com", "image" : "https://www.davidmeermanscott.com/hubfs/DMS-Homepage-Featured.jpg", "jobTitle" : [ "Keynote Speaker", "Author", "Business Growth Strategist", "Marketing Advisor" ], "knowsAbout" : [ "Content Marketing", "Fandom Marketing", "Newsjacking", "Real-Time Marketing", "Public Relations", "Sales Strategy", "Business Growth" ], "name" : "David Meerman Scott", "sameAs" : [ "https://en.wikipedia.org/wiki/David_Meerman_Scott", "https://www.linkedin.com/in/davidmeermanscott", "https://x.com/dmscott", "https://www.instagram.com/dmscott/" ], "url" : "https://www.davidmeermanscott.com" } ``` ```json { "@context" : "https://schema.org", "@id" : "https://www.davidmeermanscott.com/#website", "@type" : "WebSite", "author" : { "@id" : "https://www.davidmeermanscott.com/#person" }, "name" : "David Meerman Scott", "potentialAction" : { "@type" : "SearchAction", "query-input" : "required name=search_term_string", "target" : { "@type" : "EntryPoint", "urlTemplate" : "https://www.davidmeermanscott.com/search?q={search_term_string}" } }, "url" : "https://www.davidmeermanscott.com" } ``` ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "David Meerman Scott", "url" : "https://www.davidmeermanscott.com/blog/author/david-meerman-scott" }, "dateCreated" : "2014-09-10T21:38:28", "datePublished" : "2006-07-18T01:58:28-0400", "description" : "", "headline" : "E-books: the hip and stylish younger sister to the nerdy white paper", "image" : [ "http://cdn2.hubspot.net/hub/413105/file-1080693397-jpg/blog-files/new_rules.jpg" ], "inLanguage" : "en-us", "keywords" : [ "Viral Marketing", "Public Relations", "Best Practices", "Business to Business", "Corporate blogging" ], "learningResourceType" : "article", "name" : "E-books: the hip and stylish younger sister to the nerdy white paper", "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://413105.fs1.hubspotusercontent-na1.net/hubfs/413105/_Assets/Logo/david-meerman-scott.png" }, "name" : "Freshspot Marketing LLC" }, "timeRequired" : "2 minutes", "url" : "https://www.davidmeermanscott.com/blog/2006/07/ebooks_the_hip_.html" } ```