Chief Content Officer - August 2012 - (Page 32)
Writing a book?
Consider a print/digital mash-up.
By Jennifer Fleming Seasoned marketers-turned-authors are using interactive tools and strategies to publish their books. Here’s a look at three marketing-focused books that use digital content in new and interesting ways.
1. Do or Die, Clark Kokich: Do or Die is the first business book published exclusively as a fully interactive app. The book outlines how businesses survive and thrive in a world of never-ending technological change.
What’s cool? It offers hyperlinked video interviews with the likes of Carol Kruse of ESPN, Shiv Singh from PepsiCo and profiles case studies of big brands: Nike, MillerCoors and Virgin America, among others. Readers can comment on content in real time and review what others have written while reading the book.
ogy, service and a heaping dose of humor.” There are 17 QR codes throughout the book that link to digital content, including an epic Nerf battle at Zappos headquarters. Check out the “Do Not Click Here” QR code on page 90! 3. Running the Gauntlet, Jeffrey Hayzlett: His latest takes it to the next level using SnapTags, a customizable 2D mobile barcode.
What’s cool? Like a QR code, SnapTags enable mobile activation. But unlike its sometimes-clumsy cousin, SnapTags are much cooler looking and easier to use. SnapTags can be created from a company’s logo, a symbol or even a photo. Even better, a SnapTag is activated via any mobile device using the camera app. Simply “snap” a picture of the SnapTag and send it to a designated short code.
2. The Zappos Experience, Joseph Michelli: There are two reasons I want to work at Zappos. One, I love-love-love shoes (my husband just shuddered) and two, it sounds like fun! Cupcake competitions? Conga lines in the office?
What’s cool? McGraw Hill says it best: “The book has been ‘Zappified’ using the Zapponian combination of technol32 CHIEF CONTENT OFFICER
Jennifer Fleming is a content wordsmith and senior public relations director for TallGrass PR. She’s been known to follow shiny objects. Follow her at @jkfleming.
Table of Contents for the Digital Edition of Chief Content Officer - August 2012
Chief Content Officer August 2012
Table of Contents
Writing a Book?
Chief Content Officer - August 2012