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Cashing In With Content: How Innovative Marketers Use Digital Information to Turn Browsers into Buyers

Cashing In With Content: How Innovative Marketers Use Digital Information to Turn Browsers into Buyers [Kindle Edition]

David Meerman Scott

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Product Description


"A treasure chest of ideas for making your website more interesting and compelling." -- Al & Laura Ries, Bestselling authors of The 22 Immutable Laws of Branding, The Fall of Advertising & the Rise of PR, and The Origin of Brands.

"Before you embark upon yet another expensive web development project read this book." -- Mike Jensen, Chief Brand Officer, GMAC Insurance/Personal Lines

"Cashing In With Content blasts away the myths about what makes online businesses great." -- Bill Stinnett, author, Think Like Your Customer

"Cashing in with Content is a must-read book..." -- Jonathan Kranz, author, Writing Copy for Dummies

"Content is the life blood of the information economy…full of ideas to get your heart pumping." -- Alex Hungate, Chief Marketing Officer, Reuters Group

"David M. Scott makes it clear why content is the once and future king of the internet." -- Craig Danuloff, CEO, The Pre-Commerce Group

"This isn't theory or opinion—these are real-life marketing lessons." -- Anne Holland, Publisher, MarketingSherpa

"… compelling in its coverage and its clarity—if you have a web presence, you need to read it." -- Steven Goldstein, CEO, Alacra, Inc.

"…an essential read for any marketer who wants to maximize their website’s power to convert visitors and retain customers." -- Harry J. Gold, CEO, Overdrive Marketing Communications

"…compelling in its coverage and its clarity—if you have a web presence, you need to read it." -- Steven Goldstein, CEO, Alacra, Inc.

Product Description

Sharing the secrets of today's most innovative marketers, this book shows how marketers use content to turn Web browsers into buyers, encourage repeat business, and unleash the amazing power of viral marketing. Presented are proven content solutions through a series of in-depth interviews with top marketing pros at 20 of the most successful organizations on the Web today. Their strategies and techniques for using great content to get site visitors to buy, subscribe, apply, join, contribute, return, and recommend are revealed. Additional analysis is provided to help any Web marketer put the most appropriate, effective content marketing solutions to work at their organization. The organizations discussed include The Wall Street Journal Online, Weyerhaeuser, Alcoa, United Parcel Service, Tourism Toronto, and CARE USA.

Product details

  • Format: Kindle Edition
  • File Size: 5266 KB
  • Print Length: 280 pages
  • Publisher: Information Today, Inc. (1 Dec 2013)
  • Sold by: Amazon Media EU S.à r.l.
  • Language: English
  • Text-to-Speech: Enabled
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More About the Author

David Meerman Scott is a marketing strategist, keynote speaker, seminar leader, and the author of The New Rules of Marketing & PR, an award-winning BusinessWeek bestseller published in 24 languages. He is also the author of the hit book World Wide Rave and three other books. His Web Ink Now blog is ranked by AdAge Power 150 as a top worldwide marketing blog.
He is a recovering VP of marketing for two publicly traded technology companies and was also Asia marketing director for Knight-Ridder, at the time one of the world's largest newspaper and electronic information companies.
David has lived and worked in New York, Tokyo, Boston, and Hong Kong and has presented at industry conferences and events in over twenty countries on four continents.

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Most Helpful Customer Reviews on (beta) 4.4 out of 5 stars  18 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 - Published on
Format:Paperback|Verified Purchase
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 - Published on
Format:Paperback|Verified Purchase
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
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
3 of 3 people found the following review helpful
5.0 out of 5 stars Lays a solid foundation for a successful website 2 Oct 2005
By iLoveButter - Published on
As a user I get frustrated with sites that don't give me information or a reason for visiting the site; as a web designer I get frustrated designing sites around the fact that there IS no content, and hoping the user won't notice. When all is said and done, it is all about the user, not the client (from the designer's perspective)... if the user doesn't find what they are looking for they won't buy the product, end of story. But, that doesn't seem to be where a lot of design teams start from - they start from the client's perspective which isn't necessarily bad, it's just that the user is never considered.

This book is great because it is all about the content, and giving users what they want - more than a pretty interface, and content they can sink their teeth into. This in turn builds a strong relationship with the user and leads to more sales and profitability. These are the exact principles I have fought for in my 10 year career as a web designer. I wish every boss, art director and client would read this book - it would make my job a lot easier!

I think the book was intelligently organized, well written and over all very readable. I also liked the author's use of screenshots from example websites to reinforce his point. The book was long enough to be thorough, but not so long as to be redundant or boring. There really isn't anything about the book that I would change.

Bottom line - if you have any role involving web site creation - web designer, marketer, art director, or client - reading this book will lay the foundation for a successful website.
2 of 2 people found the following review helpful
3.0 out of 5 stars Attract Website Visitors with Rich Content 20 Nov 2007
By David M. Freedman - Published on
Cashing in With Content is about attracting visitors to your website, so that you can sell them something or sign them up as a client, member, subscriber or donor. You attract them not with gimmicky entertainment or self-serving puffery, but with rich, valuable, and constantly updated information that they can't get anywhere else -- and by making that information easy to read, navigate, save, and print.

Most companies "build their websites based on design, rather than content." Instead, you want people to rely on your website as a "trusted resource."

The author presents 20 "case studies" in a wide variety of industries and non-profit orgs, sorted into three categories: (a) e-commerce, (b) business to business, and (c) nonprofit, education, healthcare, and politics. I put the term "case studies" in quotes because they're not true studies in the academic sense -- they're just puff pieces in which the author interviews the website managers without adding any critical analysis, without challenging the interviewees' self-serving claims and opinions, and without trying to verifying data or independently measure effectiveness. Most of the people being interviewed are tooting their own horns.

The penultimate chapter is a summary of 12 best practices that the author drew from the case studies. This is the most valuable part of the book. They include:

** Before you build or rebuild a site, conduct a comprehensive analysis of visitors' needs.
** Use landing pages and blogs to provide specialized content to targeted market segments.
** Make proprietary content freely available (just do it).
** Include interactive content to get user feedback.
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