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

Editorial Review:

In failing to provide visitors with great information content, most of today's Web sites are missing a golden opportunity to create loyal customers--and leaving a fortune in new and repeat business on the table. According to Web marketing expert David Meerman Scott, too many marketers focus on style over substance. While a site may win awards for graphic design, Scott demonstrates that the key to Web marketing success is compelling content, delivered in new and surprising ways. In Cashing in with Content, he interviews 20 of today's most innovative Web marketers, sharing their secrets for using content to turn browsers into buyers, to encourage repeat business, and to unleash the amazing power of viral marketing. The book features a diverse range of content-savvy organizations from the worlds of e-commerce, business to- business, and government/not-for-profit, including the Wall Street Journal Online, CARE USA, Kenyon College, Alcoa, Tourism Toronto, Weyerhaeuser! , Booz Allen Hamilton, and United Parcel Service.

Customer Reviews:

Avg. Customer Rating: 4.5 / 5.0

Attract Website Visitors with Rich Content:

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... more info

Serious Business Strategies with Serious Free Information:

I read a lot of books on Internet marketing, some useful, but many are too confusing to be practical.
Not so with David Meerman Scott's Cashing In With Content (CyberAge/Information Today, 2005). Scott shows how to make money by giving away good information strategically. He provides strategies-by-example for the kind of win-win that seems to drive successful Internet marketing these days.
Scott tours 20 organizations' successful free content strategies. (He says he searched about 1000 sites to... more info

Not a lot of insightful ideas:

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,... more info

Good book depending on your needs:

First off, I really feel inclined to say this book isn't for people who are looking to get rich off of the Internet. Please do not buy this book if you are just looking for a get rich quick by shoving content online, and hoping that google adwords will pay off. This book will not assist you in this.
What this book does well is describing effective websites, and sharing good points for developing websites that people will want to use and return to for a long time. He uses commerical websites, non... more info

Similar Products:

The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting,... by David Meerman Scott (Paperback) - Usually ships in 24 hours

Tuned In: Uncover the Extraordinary Opportunities That Lead to Business... by Craig Stull, Phil Myers, David Meerman Scott (Hardcover) - Usually ships in 24 hours

The New Influencers: A Marketer's Guide to the New Social Media by Paul Gillin (Hardcover) - Usually ships in 24 hours

Word of Mouth Marketing: How Smart Companies Get People Talking by Andy Sernovitz (Hardcover) - Usually ships in 24 hours

Marketing to the Social Web: How Digital Customer Communities Build Your... by Larry Weber (Hardcover) - Usually ships in 24 hours

The 4-Hour Workweek: Escape 9-5, Live Anywhere, and Join the New Rich by Timothy Ferriss (Hardcover) - Usually ships in 24 hours

Don't Make Me Think: A Common Sense Approach to Web Usability, 2nd Edition by Steve Krug (Paperback) - Usually ships in 24 hours

Web Analytics: An Hour a Day by Avinash Kaushik (Paperback) - Usually ships in 24 hours

The Back of the Napkin: Solving Problems and Selling Ideas with Pictures by Dan Roam (Hardcover) - Usually ships in 24 hours

• Academic & Commercial
• Business
• Children's Literature
• Editing
• Fiction
• General

• General AAS
• Genre Fiction
• Journalism
• Newspapers & Magazines
• Nonfiction

• Play & Scriptwriting
• Poetry
• Technical
• Travel
• Writing Skills