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

by David Meerman Scott
     
 

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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,…  See more details below

Overview


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.

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Editorial Reviews

From the Publisher

"I love the fact that every case study in this book is based on in-depth interviews with top executives at the websites profiled. This isn't theory or opinion—these are real-life marketing lessons." —Anne Holland, Publisher, MarketingSherpa

Product Details

ISBN-13:
9780910965712
Publisher:
Information Today, Inc.
Publication date:
10/28/2005
Pages:
280
Product dimensions:
6.00(w) x 9.00(h) x 0.57(d)

What People are saying about this

Anne Holland
"This isn't theory or opinion-these are real-life marketing lessons"
Publisher, MarketingSherpa
Alex Hungate
"Content is the life blood of the information economy-full of ideas to get your heart pumping."
Chief Marketing Officer, Reuters Group
Bill Stinnett
"Cashing In With Content blasts away the myths about what makes online businesses great."
author, Think Like Your Customer
Anthea C. Stratigos
"Chock-full of examples and to-do’s-this one is a must-read for anyone running a website and an enterprise. Ca-ching!"
Co-founder & CEO, Outsell, Inc.
Craig Danuloff
"David M. Scott makes it clear why content is the once and future king of the internet."
CEO, The Pre-Commerce Group
Mike Jensen
"Before you embark upon yet another expensive web development project read this book."
Chief Brand Officer, GMAC Insurance/Personal Lines
Al & Laura Ries
"A treasure chest of ideas for making your website more interesting and compelling."
bestselling authors of The 22 Immutable Laws of Branding, The Fall of Advertising & the Rise of PR, and The Origin of Brands
Harry J. Gold
"...an essential read for any marketer who wants to maximize their website’s power to convert visitors and retain customers."
CEO, Overdrive Marketing Communications

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Meet the Author


David Meerman Scott is a writer, consultant, conference speaker and seminar leader specializing in using online content to market and sell products and services to demanding customers worldwide.

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