John Locke becoming the first independently published author to sell 1 million ebooks has many speculating: what is the future of publishing? Much like MySpace and iTunes revolutionizing the way that indie bands and musicians distribute their content, self-publishing programs like B&N’s PubIt! and Amazon’s Direct Publishing are igniting a trend of aspiring authors skipping the ordeal of finding a literary agent and just publishing digitally.

One thing is for sure, this guarantees a wealth of new Vampire novels. But what does this mean for marketers? New media, new way to reach customers. (Of course, spammers have already jumped on board, and that’s always a good indicator of an up-and-coming advertising opportunity.)

Ebooks will soon make their way into marketing toolkits, fitting in nicely within content and lead gen strategies. This falls particularly into the wheelhouse of B2B brands and it will be interesting to see who dips their toe in the water first. Though epublishing companies have developed relatively turnkey solutions, new technology is always a barrier to entry. But the biggest roadblock for brands will be fear of the unknown. So, lets take some advice from the ebook pioneers: indie authors.

SelfPublishingReview.com is a site dedicated to the  improvement of the culture around self-publishing. Here are some highlights applicable to marketers from their guidelines on taking the first steps into ebook self-publishing:

• “Write good content and edit it thoroughly” – Some of you may be thinking “duh” but it never hurts to remind yourself to provide your customers with something of value. Besides, your content is a reflection of your brand.
• “Render your web address into your ebook” – Track your traffic and see the fruits of your labor.
• Cover Art “This is the prospect’s first impression of your ebook” – Make sure it looks nice and will catch people’s eyes. This can make or break a download.
• “What will the PRICE of your ebook be?” – For marketers, this will depend very much on your end goal. If you’re looking for leads, trade a copy of your ebook for contact details. Make it available for free through Barnes & Noble or Amazon. Or, if your brand has the panache of a true industry expert, you might even consider charging for your content.