- Paperback: 256 pages
- Publisher: CyberAge Books; illustrated edition edition (1 Sep 2005)
- Language English
- ISBN-10: 0910965714
- ISBN-13: 978-0910965712
- Product Dimensions: 22.9 x 15.4 x 1.4 cm
- Amazon Bestsellers Rank: 1,678,288 in Books (See Top 100 in Books)
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More About the Author
Product Description
Steven Goldstein, CEO, Alacra, Inc.
"…compelling in its coverage and its clarity—if you have a web presence, you need to read it."
Harry J. Gold, CEO, Overdrive Marketing Communications
"…an essential read for any marketer who wants to maximize their website’s power to convert visitors and retain customers."
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
4.4 out of 5 stars (18 customer reviews)
31 of 31 people found the following review helpful:
3.0 out of 5 stars
Not a lot of insightful ideas, 7 Sep 2007
By Tom Carpenter "- www.sysedco.com" - Published on Amazon.com
This review is from: Cashing in with Content: How Innovative Marketers Use Digital Information to Turn Browsers into Buyers (Paperback)
I'm afraid I have to agree with some of the reviews that suggest there is no real explanation of "how innovative marketers are using digital information to turn browsers into buyers". The book is written in a very journalistic style such that you feel you are reading a collection of newspaper articles. Sadly, the information provided is about as high-level as you would read in a newspaper.
For example, the chapter on Alcoa's website insists that the company is providing supplies for the Apple computer, but it does not specify what kind of content attracted Apple causing them to do business with Alcoa. The chapter mentions an article explaining how aluminum is manufactured, but I'm doubtful that was the cause of the new business.
At least, in the chapter on a small college, the author does suggest that they put a button on their site saying "Give Now" and an article explaining how to put the college in your will. I'm certainly glad the college is doing that, but I have to wonder who wouldn't put such a button or an article on their site. Analogistically, it would be like Amazon allowing you to put things in the cart but never providing a way to buy things.
Like others here, I had purchased the book hoping to get suggestions on how to create and benefit from website content as an author myself and a consultant. I feel that the book was not worth the cost, but more importantly, it wasn't worth my time. And please look at my other reviews. I rarely feel bad enough about a book to give it a low review. Being an author, it's hard for me to do that to another author, but this book just didn't deliver for me.
9 of 11 people found the following review helpful:
5.0 out of 5 stars
Must reading for anyone involved in communicating an organization's message, 4 Oct 2005
By Barry S. Graubart "b graubart" - Published on Amazon.com
This review is from: Cashing in with Content: How Innovative Marketers Use Digital Information to Turn Browsers into Buyers (Paperback)
David Scott has created a treasure that should be must reading for anyone involved in marketing, general management or overall business.
The heart of the book is a series of twenty case studies of organizations which utilize content effectively. They are broken into three groups: E-Commerce, Business-to-business, and Educational, Healthcare, Nonprofit and Politics. The case studies are well set-up and include interviews with key executives at each organization.
The book concludes by defining a set of twelve best practices, exemplified by the twenty organizations profiled in the case studies. Some of these practices may seem painfully obvious ("If you serve a global market, use global content") but are often ignored by those developing websites. Others take traditional offline practices and reinforce the need to apply them in the online world, such as "Link Content Directly to the Sales Cycle". Each of these best practices are then tied back to the specific case studies which support them. For example, in supporting the sales cycle, the Tourism Toronto website supports those travelers first thinking about visiting Canada, then helps them throughout their trip planning. The site also lets users self-select a path, depending upon whether they are an individual planning a vacation or business trip, a tour group or an organization planning a conference or meeting.
Business books are often either too ethereal or focused on practices only the largest organizations can afford. David Scott's Cashing in with Content is neither. It offers a series of straightforward practices, supported by numerous real-world examples, in an enjoyable, quick read format. If you want to be sure that your organization's message is being communicated effectively, buy a copy, read it and put it into practice.
3 of 3 people found the following review helpful:
5.0 out of 5 stars
Jeff Bezos must've read this book., 13 Sep 2005
By Speechwriter - Published on Amazon.com
This review is from: Cashing in with Content: How Innovative Marketers Use Digital Information to Turn Browsers into Buyers (Paperback)
David Scott cuts to the heart of the matter: truly effective websites are not about fancy flash graphics. It's content, stupid! Somehow you have to inform, amuse or amaze your audience -- not send them to get some damn plug-in.
Scott makes his case powerfully with incisive case studies across a spectrum of industries.
Amazon certainly gets it -- and they're so smart that here I am creating their content for free. Jeff Bezos must've read this book.
Anyone considering an online commercial presence should do likewise.
John R. Harris
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