As previously noted, this time of economic uncertainty provides new challenges to companies that are trying to cut costs while maintaining viable marketing campaigns. In response, many are turning to less expensive means of marketing that are typically conducted online (email campaigns, Google AdWords, social media, etc.) And information about how to do so effectively is rampant in the blogosphere, yet I find one often overlooked resource very interesting: free eBooks.

These are not the eBooks that are available for Kindle, but the ones meant to be used online or to be downloaded to your computer… usually with the goal of being spread to many readers. They may or may not be in a traditional book format (most are PDFs), but provide a range of content from the entire published book to case study companions to brief “how to” guides. Since they are typically self-published, there are not strict standards other than providing information in an accessible format.

Although Google is making strides in book digitalization through its Book Search initiative, it has yet to be able to provide many full text books due to copyright restrictions. It does, however, offer authors and publishing houses (regardless of size) an opportunity to enter their books in its search program for free. They can choose whether or not to include the full text, but regardless the title and content will be available for users to search in the program providing exposure that otherwise might be difficult to receive.

Apart from the Google repository there seems to be a special concentration of eBooks available for marketing and social media. Seth Godin and Chris Brogan have been avid proponents for several years – both releasing multiple eBooks via their blogs and websites. Chris also linked the top 20 social media eBooks that he found useful that are worth checking out if you are initiating a social media campaign or want to improve your current one.

With online marketing initiatives and social media becoming increasingly popular eBooks can be a great resource to supplement other research and sources because they are free, easily accessible, and often provide compiled insights that would be otherwise disparate or unavailable. Of course it remains important to screen them if you don’t know the original source, but ultimately they can be great assets. And, if you have some unique insights or expertise they can provide another avenue for you to distribute it too.