What do we call guides, whitepapers, ebooks and pillar pages?

Here is the Orange Marketing standard. Use this in menus too.


The PDF document that you download can be one of two things

1) whitepaper
2) ebook

whitepaper is a persuasive, authoritative, in-depth report on a specific topic that presents a problem and provides a solution. Marketers create whitepapers to educate their audience about a particular issue, or explain and promote a particular methodology. They're advanced problem-solving guides.

An ebook is a text presented in a format that allows it to be read on a computer or handheld device. ... Ebooks can consist simply of the electronic text or may also contain extras, such as audio, video or hyperlinks.

Technically a whitepaper is a type of content, and an ebook is a format, but we use them interchangeably.

Side note: we are probably creating whitepapers not ebooks ... Will get a future pronouncement on this... (dear god).

Anyway -- call it customer preference for now. Bitvore.com likes "whitepapers" and so does IsosTech.com

  • The Whitepaper or Ebook is the PDF download
  • The Guide is the website pillar page

In the menu of the Resources section:
Ebooks or Whitepapers will be one menu item

Guides - will be the HubSpot website pillar pages.

You spell

Ebook as "ebook" either capitalized or not

You spell 

Whitepaper as "whitepaper" no space and can be capitalized at the start of a sentence like ebook.

Finally, for the Clickup task assignment, this has gotten everyone confused ... When initially creating the content with the client, we are actually creating a whitepaper or an ebook, not a "pillar". Refer to them as whitepaper or ebook in client communication. Stop saying when we first start working with a client that we are creating a "pillar". We are not and it confuses us and them.  We are creating content called a whitepaper or an ebook. It will eventually be housed on a Hubspot pillar page or content pillar. 

We are going to call the HubSpot website Pillar Pages --- "Guides" as the menu item on the website.