Jonathan Kranz’s The eBook eBook

We are very excited to bring to you Jonathan Kranz’s The eBook eBook: How to turn your expertise into magnetic marketing material.

Jonathan Kranz’s The eBook eBook covers these topics

  • Real-life examples of marketing successes you can emulate
  • Guidelines for identifying compelling content
  • The secrets to telling unforgettable stories
  • Hints, tips and secrets for organizing your ebook
  • How to supplement your ideas with stats, graphs, quotes, anecdotes and more
  • The right way introduce your ebook
  • An even better way to conclude your ebook to encourage reader action
  • Practical pointers on tone, theme and style
  • Suggestions for promoting your ebook

We have invited Jonathan Kranz to discuss his eBook.Today, Jonathan Kranz enjoys the confidence of numerous clients and agencies. After completing his MFA in Creative Writing in 1995 (and publishing a number of short stories in literary journals such as the Missouri Review and the Green Mountains Review), he leap-frogged agency life and jumped into freelancing with both feet. Since then, he has written a huge stack of content, advertising, direct marketing, and public relations materials for consumer and B2B clients in financial services, banking, insurance, high-tech, healthcare, education, and other industries. Jonathan is also the author of Writing Copy for Dummies.

Jonathan Kranz

Blog Kranzcom Twitter jonkranz

Buyers learn to trust the sellers who engage in authentic relationships.

Ambal Balakrishnan: Jonathan, it is a great pleasure to discuss your latest eBook. Thanx for finding time out of your very busy schedule to provide your valuable insights to our readers. Tell us about what Kranz Communication does?
Jonathan Kranz: Sure. Just two years ago, I would have said, “direct marketing copywriting.” But now, I’m seeing a growing, almost insatiable demand for content: web pages, ebooks, white papers, case studies, articles and more. I’m bringing a direct marketing mindset – targeted audiences, compelling offers, a drive toward action – to the emerging world of what’s called “inbound” or “content” marketing. Although many people are justly turned-off by the hype, my clients are embracing this new marketing world for one simple reason: it works.

Ambal Balakrishnan: What prompted you to embark on writing ‘The eBook eBook’?
Jonathan Kranz: A need for detailed, specific guidance. Many marketing gurus are selling the virtues of content marketing in general, but can be awfully vague in the particulars: How do you actually CREATE a successful ebook? The eBook eBook fills the gap with actionable, practical how-to’s.

Ambal Balakrishnan: Please walk us through the eBook writing life-cycle. How did it evolve on its journey from concept to launch?
Jonathan Kranz: Slowly and painfully! It began with a eureka shower moment, then became a draft I hammered out between client projects. Connecting with the award-winning designer, Patrick Ciano, really pulled all the pieces together.

Ambal Balakrishnan: Who is ‘The eBook eBook’ addressed towards?
Jonathan Kranz: Mostly toward those businesses or organizations that have intellectually complex products or services – the kinds of offers that require research on the customer’s side. The ebook is the company’s opportunity to establish thought-leadership in its industry, and to build prospect trust by sharing expertise those prospects’ value.
Ambal Balakrishnan: What makes the eBook such an essential component of a business’s content marketing plan?
Jonathan Kranz: Without trust, there is no initial contact – no grounds for further conversation between business and customer. The ebook establishes a credibility that can initiate subsequent contact. And as a marketing tool, it’s almost unbelievably versatile, serving as a:

  • Centerpiece for a viral, buzz-building campaign within the social media world
  • Magnet that draws Web traffic
  • Potential offer for a lead-gen, direct response campaign
  • Compelling leave-behind on sales calls
  • Means to attract favorable mainstream media attention
  • Great conference/convention booth hand-out
  • Push-over piece that helps convert fence-sitters into closed sales

Bernie Borges’ Marketing 2.0 Social Media Book

We are very excited to bring to you Bernie Borges’ new book: Marketing 2.0: Bridging the Gap between Seller and Buyers through Social Media Marketing. Bernie’s book aims to give a macro view of social media marketing with a focus on “what it is” and “how” small and medium size businesses (SMB) can develop a strategy, implement it and measure results.

Marketing 2.0: Bridging the Gap between Seller and Buyers through Social Media Marketing covers these topics:

  • Marketing 2.0
  • What is Web 2.0 and Social Media?
  • Think Like a Publisher: Content Marketing
  • The Lifecycle of Interaction in Social Media Marketing
  • Measuring Results in Social Media Marketing
  • Risks in Social Media Marketing
  • Benefits of Social Media Marketing
  • Case Studies – SMBs Succeding with Social Media

We have invited Bernie Borges, the author of Marketing 2.0: Bridging the Gap between Seller and Buyers through Social Media Marketing to discuss his book. Bernie Borges is the Chief Find Officer of Find and Convert, an Inbound Marketing agency serving clients nationwide. Find and Convert helps companies get found on the web and build profitable relationships through search marketing and social media marketing strategies. Bernie is a podcaster, blogger and frequent speaker on social media trends in business. Bernie is a native of New York, N.Y, and resides in Palm Harbor, Florida with family.

Bernie Borges

Blog Find and Convert Twitter BernieBay

Buyers learn to trust the sellers who engage in authentic relationships.

Ambal Balakrishnan: Bernie, it is a great pleasure to discuss your Marketing 2.0 Social Media Book. Thanx for finding time out of your very busy schedule to provide your valuable insights to our readers. Tell us about what Find and Convert does?
Bernie Borges: Find and Convert is an inbound marketing agency. We create winning marketing strategies on the web for our clients through search engine optimization (SEO), pay-per-click (PPC), social media, content marketing and web analytics. Our clients are mostly SMBs marketing on a national and some international scale. We are meticulous about measuring results that matter for our clients.

Ambal Balakrishnan: What prompted you to embark on writing Marketing 2.0 Social Media Book?
Bernie Borges: I started Find and Convert in 2002. In 2006 I started to hear about “Web 2.0.” As I got involved in social networking I began to recognize the opportunities for business. But, I observed that most SMBs are very conservative in their thinking. Most clients and audiences I spoke to had interest in learning about social media but were not acting on it. I wrote this book to communicate that marketing on the social web is a mindset. Business owners and executive must first understand the mindset before they embrace the tactics comprised of blogs, social networks, Twitter, video, photos, etc. The mindset must come before the tactics.

Free… for Free by Chris Anderson

The free economy that has been expanding ever since our lives got digital is generating a lot of discussions these days. You’ve heard about the newspapers’ financial troubles associated to the free distribution of their content, the music and film industries’ fight against piracy or Radiohead giving their creations away to whoever wants to pay attention. Some swear that our economies will be transformed for the best by all that is free, others say it will be our demise! Truth is, information is scattered here and there and is mostly based on opinions, not facts. So is Free a good or bad thing for us?

Chris Anderson has recently released a book about the free economy that I had the pleasure to read… for free. Indeed, his book was published on good ol’ traditional paper, but also digitally on Scribd(with more free distribution channels to come). Free brings a lot of food to the table – it starts off with a historical overview of the free economy, from Jell-O to Gillette up to Nine Inch Nails and Radiohead, then moves on to full course where it dissects nicely different models of the free economy (freemiums, freebies, piracy, etc.) as well as its specific effects on human psychology. The book is definitely an advocator of “free”, even though the author tries to give its negative side some coverage as well. Let’s say the book tends to bend towards Jeff Jarvis’ What Would Google Do politics – How can you compete against free? Instead of trying to fight it, embrace it. Chris Anderson states his point loud and clear, backed up with great amount of facts, case studies and examples. Once you’re done reading, it is hard not to consider having a slice of that cake integrated to your business model. But can this be sustained by any types of businesses? Also, for all these companies that succeed with their “free” model, how many just don’t cut it? Monetizing the free economy is still a challenge for many online and offline businesses, especially since ad spending and revenues keep going down. Any newspaper representative will tell you how much of a challenge it is.

All in all, Free makes for a great poster child of the free economy and is packed with examples, facts and statistics that supports this business model. Read it for inspiration and see if this can be applied to your business or project, but bear in mind that “free” still asks for creative monetization models. But eh, why don’t you check it out yourself and see if Free applies to you… and it won’t cost you a dime!

You can read Free for free on Scribd.

Velocity’s B2B Content Marketing Workbook

We are very excited to bring to you Velocity’s latest eBook: The B2B Content Marketing Workbook -Thought Leadership for B2B Lead Generation and Beyond. Velocity’s latest eBook not only has a great overview on strategic B2B content marketing but also a very slick design.

Velocity’s B2B Content Marketing WorkBook covers these topics.

  • What is Content Marketing
  • Why you need to get good at  Content Marketing
  • Why you’re perfectly placed to do it really, really well
  • How to pick a topic prospects care about
  • What ‘good’ B2B Content Marketing looks like — lots of examples

We have invited Doug Kessler, the author of B2B Content Marketing WorkBook to discuss his eBook. Doug Kessler is the Creative Director and co-founder of Velocity, the London-based B2B marketing agency specializing in technology markets.  He started his career at Ogilvy & Mather New York on consumer accounts but quickly migrated to B2B, where his heart lies.

Doug Kessler

Blog Velocity-B2B Marketing Twitter DougKessler

Ambal Balakrishnan: Doug, it is a great pleasure to discuss your B2B Content Marketing WorkBook. What prompted you to embark on writing this eBook?
Doug Kessler: At Velocity, we believe that content marketing is the single most powerful weapon in the B2B marketing arsenal.  But we don’t see it well-executed very often.  The eBook is a quick, approachable way to introduce people to the principles and practices of content marketing.

Ambal Balakrishnan: Please walk us through the eBook writing life-cycle. How did it evolve and its journey from concept to launch?
Doug Kessler: It was quite quick, really.  I wrote it in a few hours (we live this stuff), had colleagues review it and comment, then gave it to Stuart Rothwell, one of our designers.  He did a great job making it friendly and easy to read.

Ambal Balakrishnan: Who is your eBook addressed towards?
Doug Kessler: It’s aimed at business-to-business marketers (though the ideas work in consumer marketing as well).  I was picturing a less experienced marketer but I hope there’s some value in it for more experienced people too.

Ambal Balakrishnan: How is B2B Content Marketing different from B2C?
Doug Kessler: B2B is about convincing someone to do something with rational argument.  B2C is often about appealing to people’s emotions.  I like building a case, in the same way as a lawyer does.  Of course, this also involves emotion, but you need a strong, rational argument. When I was in the consumer world, I never felt so good about executing strategies that essentially boiled down to ‘Be a good mother, use this fabric softener.’  It wasn’t so much a moral objection – just a bit embarrassing!

Ambal Balakrishnan: What is one change you recommend to B2B firms to do better in their Content Marketing initiatives?
Doug Kessler: Sounds obvious, but work hard to deliver real value to your audience.  The triple goal is to make them go out of their way to get the piece, to ‘consume’ it to the very end, and to recommend it to others.  That’s a tough challenge.  You can only meet it by putting yourself in the audience’s shoes and thinking hard about what information or insight they need to do their job better.

Ambal Balakrishnan: Give us few examples of businesses that are great at B2B Content Marketing?
Doug Kessler: Marketo is really good at it.  IBM and Cisco are massive (and pretty slick) content publishing machines.  Salesforce is excellent.  And one of our clients, ShipServ, really gets it too.  They’re tiny compared to the big boys mentioned here but they use Content Marketing really effectively (shameless brag: we just got shortlisted for a New Media Age Effectiveness Award for our work with them).

Ambal Balakrishnan: What are the 3 key lessons you want readers to take away from your eBook?
Doug Kessler: 1) Content Marketing is the most important thing you can do as a B2B marketer. 2) Harvest the expertise you have in-house and package it up with confidence. 3) Don’t just stick it on a shelf. Market the hell out of it (measuring all the way).

Ambal Balakrishnan: What one “get started on right way” change do you recommend to the reader of your eBook?
Doug Kessler: Look at your current content archive, decide what’s under-exploited and correct that. Re-package a boring white paper into a sexy eBook.  Stick it on SlideShare and ‘pimp’ it across the relevant social media groups (and Twitter).

Ambal Balakrishnan: Doug, thanks for taking the time to discuss Velocity’s B2B Content Marketing WorkBook and sharing your insights with us.
Doug Kessler: Thanks Ambal.

Download Velocity’s B2B Content Marketing Workbook here. Also check out Doug Kessler’s Using Twitter in B2B Marketing and Going social in B2B: seven automatic actions for every piece of content.

Over to you…
What is the one lesson from Velocity’s B2B Content Marketing WorkBook you will put to use in your Content Marketing?

Rebels Brown’s eBook on Positioning – It’s Not About You Anymore

We are very excited to bring to you Rebel Brown’s Positioning eBook It’s Not About You Anymore. Rebel Brown is a go-to-market strategist and Spin Doctor specializing in start ups, turnarounds and start-arounds in the high technology arena. She has helped to define, position and launch over 75 individual products and companies since she began consulting 20 years ago. Her clients who are technology vendors and venture firms leverage her strategic marketing and go-to-market expertise. She identifies and transforms differentiation – customer’s crown jewels – into compelling, customer-centric value that sells. Her business is PeopleWhoKnow. Rebel’s Blog is Phoenix Rising. Rebel’s Twitter handle is RebelBrown

3 great ideas in Rebel’s eBook It’s Not About You Anymore

  • Great positioning tells a compelling, attention-grabbing story – a story that resonates with your audience and will attract prospects and customers to your door, and keep them coming back.
  • Build your positioning using three pivot points(key areas that answer the Who, What, Why and How of any story) and then provide the evidence within each area that best addresses a specific customer scenario.
  • Be prepared to change your positioning as your company evolves.

We have invited Rebel Brown to discuss her eBook It’s Not About You Anymore

Ambal Balakrishnan: Rebel, it is a great pleasure to discuss your latest positioning eBook. Thanx for finding time out of your very busy schedule to provide your valuable insights to our readers. What prompted this eBook?
Rebel Brown: This eBook is an overview of the thought processes I use with clients to create positioning strategies and stories.  It’s also the first step toward a book of the same name that goes into more depth on how to identify true value, evidence that value in compelling ways and spin customer-centric stories that compel our audiences to action.

Ambal Balakrishnan: Who is the audience for your eBook?
Rebel Brown: Positioning is one of the most important things any company can do – perhaps the most important.  Anyone in customer-facing position – from sales to marketing to service – executive management, middle management, product management and even engineering can benefit from this eBook. The eBook is written with technology vendors as a focus – but the lessons can be applied to companies in any industry and of any size – from startups to SMBs to full blown enterprises.

Ambal Balakrishnan: What’s your view on how positioning is done today?
Rebel Brown: That’s a whole book, Ambal 🙂 Seriously, my goal with It’s Not About You Anymore is to teach people how to think about positioning in a more strategic, and much more customer-centric way. We spend too much time discussing positioning internally, and not enough time actively listening to our customers, prospects, partners and the market. We also tend to focus on ‘feeds ns speeds’ and chest thumping claims – instead of telling stories about our customers, their business results and their perspectives. This eBook helps readers focus on their audience and what matters to them.

Ambal Balakrishnan: Why do you think companies haven’t changed the way they position themselves?
Rebel Brown: People and companies get locked into ways of thinking, ‘the way we’ve always done it’ mode.  We also assume that our audience’s are on the same page as we are. We spend our lives focused on our business and the products we deliver to our markets. So it’s natural to focus on what we know, what we believe, what’s comfortable for us. The challenge is that what we ‘know’ often isn’t what our audience believes or cares about.  That’s where the positioning disconnect begins.

Ambal Balakrishnan: What are the 3 key lessons you want readers to take away from your eBook?
Rebel Brown:
I think a reader’s takeaway depends on their own personal perspectives – as with any audience.  That said, there are a few key areas of focus that I think are important, all of which are around the concept of customer and market-centric positioning.

  • Identifying our true value  – through the eyes of our customers
  • Describing our value – 3 Pivot Points of Positioning
  • Spinning stories that touch our audience

Ambal Balakrishnan: What one change would you recommend to a reader of your eBook ‘It’s Not About You Anymore’?
Rebel Brown: Listen to your audience and try to minimize your own opinions.  You may be the subject matter expert – but your audience makes the rules – their perception wins every day. Get out and talk to your believers, your doubters and even your naysayers. They will teach you more about who you are, and the distinct value you bring, than hours of internal debate.

Ambal Balakrishnan: Rebel, thanks for taking the time to discuss your eBook and sharing your insights about positioning in your eBook.
Rebel Brown: Thanks Ambal.

To learn more about customer-centric positioning – Download the FREE eBook

Over to you…

What are the 3 pivot points for your positioning?

How do you tell your message in stories that resonated with your customer?