Business-to-business marketers are creating more content for e-books and blog posts, and deciding which format to use can come down to whether the goal is to drive traffic or conversions, writes Jeffrey Cohen. Blog posts work best as simple ideas that solve a single problem with short lists, while e-books summarize complex ideas, solve several problems and can bring multiple angles to an issue. An e-book should be "substantial enough that it needs to be downloaded," an action that can drive lead generation, Cohen writes.

Full Story:

Related Summaries