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


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 ...

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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, 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
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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)

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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Table of Contents

Acknowledgments xvii
Foreword xix
Introduction: Content: The Missing Ingredient 1
Selecting Content-Smart Sites 2
Asked and Answered-Marketing on the Web 4
The Web Isn't TV 5
Branding Is for Cattle 6
The New Publishers 7
Getting the Most Out of this Book 9
Part 1 E-Commerce
Chapter 1 Crutchfield: A Friend in the Electronics Business 13
Turning Complexity into Opportunity 15
A Little Friendly Advice 15
Car Stereo for Everyone 17
Creating Content That Sells 19
Customer Feedback 20
Cashing In 21
Chapter 2 Alloy: Generation Y Marks the Spot 23
Like, Keep It Fresh 24
Quizzes, Guys, and Style 26
I Wanna Go to the 27
Cool? Click. Buy 28
Cashing In 29
Chapter 3 Design Within Reach: Form Follows Function 31
Going Against the Grain 33
Please Take a Seat 34
Newsletter of Note 35
Cashing In 37
Chapter 4 Pitching Content to the Media 39
Online Community for the Media 41
Media Community 43
Media Content to Sell Media Services 46
Cashing In 47
Chapter 5 Esurance: Content Replaces Agents 49
Great Content as a Marketing Tool 50
Driving Traffic to Auto Insurance Content 51
Content Drives Transactions 54
Ensuring Compelling Content 56
Cashing In 58
Chapter 6 Aerosmith: Content for Extreme Fans 59
Not the Same Old Song and Dance 60
Walk This Way 63
Roadies, Managers, and the Chef 65
A Band and its Fanatic Fans 66
Aerosmith, the Brand 67
Cashing In 67
Chapter 7 The Wall Street Journal Online: Free Content Sells Subscriptions 69
Selling Subscriptions with Free Content 72
Not Your Father's Newspaper 75
Cashing In 77
Part 2 Business-to-Business
Chapter 8 Alcoa: Content Drives Large Deals 81
It All Starts with Dirt 83
Bright, Shiny Content 84
The Good Guys 86
Crafting the Content 87
Cashing In 88
Chapter 9 Weyerhaeuser: Managing Trees with Internet Content 89
Seeing the Forest for the Trees 90
Content with Priorities 92
Excellent Corporate Neighbors 93
Growing (Content) Like a Tree 95
Cashing In 95
Chapter 10 ebuild: Everything for the Professional Builder, Including the Kitchen Sink 97
Building ebuild One Room at a Time 98
My Bucket Is Your Taxonomy 100
Tagging Content Makes It Useful 101
Cashing In 102
Chapter 11 ServiceWare: Level the Playing Field with Content 105
Are You a Call Center or a Help Desk? 107
Hard Data and Useful Information 109
If You Have Great Content, Get It Out There 110
Cashing In 111
Chapter 12 Colliers: Commercial Real Estate for the World 113
Content from Warsaw to Sydney 117
Real Content from All Over 117
Cashing In 120
Chapter 13 Booz Allen: Career Content 123
The Right Fit for You? 124
We Want You to Work Here 126
Please Complete Your Profile 127
Career Content Creation 129
Cashing In 130
Chapter 14 UPS Investor Relations: Delivering Stock 131
Airplanes and Those Funny Brown Trucks 134
Environmentally Friendly 136
On-Time Delivery 138
Cashing In 138
Part 3 Nonprofit, Education, Healthcare, and Politics
Chapter 15 CARE USA: Content Fights Global Poverty 141
Content to Drive Donations 143
Comprehensive Content in a Soundbite World 145
Get Involved with Content 146
Cashing In 149
Chapter 16 Tourism Toronto: Hit the Site and Hit the Town 153
Individuals, Groups, and Conventions 155
Content to Book Trips 156
Recovering from SARS 157
Content Voyage 159
Interactivity and Small Bits of Content 160
Cashing In 160
Chapter 17 Kenyon College: A Literary Tradition on the Web 163
The Right Way to Rebuild a Web Site 166
A Site That Speaks to All Constituents 166
Literary Content 167
Cashing In 169
Chapter 18 Sharp HealthCare: Putting Patients in Control with Content 173
I Need to Know Fast 175
Viral Healthcare Content 176
Healthy Demographics 179
Creating Compelling Healthcare Content 180
Cashing in 181
Chapter 19 Dermik Laboratories: More than Skin-Deep Content 183
Aggregating the Best of Available Content 185
Maintain Integrity 188
Drive Interest in the Category 189
The Right Stuff 191
Cashing In 191
Chapter 20 Dean for America: Internet Presidential Politics-The New Grassroots 193
Introducing the Presidential Blog 196
Making Readers Feel They Have a Stake 197
Meetup with Other Supporters 200
Internet Content: The New Grassroots 201
Cashing In 202
Part 4 Putting Content to Work
Chapter 21 Best Practices from Innovative Web Marketers 207
Marketing with Web Content 208
Best Practice #1 When launching a new site, start with a comprehensive needs analysis 209
Best Practice #2 Speak with one voice to create a consistent site personality 210
Best Practice #3 Dedicate editorial resources to create consistent and informed content 213
Best Practice #4 Encourage browsing by using appropriate self-select paths 215
Best Practice #5 A separate URL or blog facilitates providing targeted content 217
Best Practice #6 Push content to users to pull them back to your site 219
Best Practice #7 Don't forget images-original photos are powerful content 221
Best Practice #8 Consider making proprietary content freely available 223
Best Practice #9 If you serve a global market, use global content 225
Best Practice #10 Include interactive content and opportunities for user-feedback 227
Best Practice #11 Use content to trigger viral marketing 229
Best Practice #12 Link content directly to the sales cycle 231
Practices Make Perfect 233
Chapter 22 Lessons Learned 235
You're a Publisher Now, So Think Like One 235
Make Content the Focus of Your Site 236
Focus on Your Customer's Problems 238
A Web Site Is More Art than Science 239
Content Drives Action 240
A Special Note to Executives 240
What Content Means to Marketers 241
About the Author 243
Index 245
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  • Posted May 12, 2009

    more from this reviewer

    I Also Recommend:

    Content Is King

    The development of free, valuable content is a great strategy for creating a website or blog. "Cashing In With Content" provides a thorough overview of how to accomplish this. Twenty examples of various organizations who have successfully used this strategy to improve their businesses are provided with a corresponding collection of best practices and lessons learned. I highly recommend this book to those wishing to develop a high traffic website or seeking to transition their business from offline to online.

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