|The Periodic Table of Content. From Orbit Media.|
Let me disclose my philosophical bias upfront:
- Most associations are in the content (information) business. And, face significant challenges from competing content providers (other associations, for profit companies, publishers and even members).
- annual conference(s)
- magazines and/or journals
- books, annual reports
- webinars, blogs, eblasts
- social media (Facebook Fan pages, LinkedIn groups, Twitter lists, etc.)
- and more
Content drives connections, engages members and potential members and enhances the association’s reputation.
- Ebooks – the free ones – build your audience (prospects).
- Ebooks expand your association’s thought leadership position.
- Ebooks provide added value to membership.
- Ebooks provide scholarly recognition.
- Ebooks positions association on important topics within the industry/profession.
- We used to call this position papers. Now, you can publish them as ebooks.
The author (Andy Crestodina of Orbit Media) describes ebooks this way:
Similar to the Book but shorter. Similar to the White Paper, but less formal and text-heavy. eBooks typically feature more design elements (charts and images) and can be created easily using presentation software such as Powerpoint or Keynote.
- Convert White Papers into eBooks.
- Combine articles with a similar theme into an eBook.