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Cashing In With Content: How Innovative Marketers Use Digital Information to Turn Browsers into Buyers Paperback – October 28, 2005


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Product Details

  • Paperback: 280 pages
  • Publisher: Information Today, Inc. (October 28, 2005)
  • Language: English
  • ISBN-10: 0910965714
  • ISBN-13: 978-0910965712
  • Product Dimensions: 0.6 x 6 x 8.9 inches
  • Shipping Weight: 12 ounces (View shipping rates and policies)
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (18 customer reviews)
  • Amazon Best Sellers Rank: #1,872,523 in Books (See Top 100 in Books)

Editorial Reviews

Review

"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

About 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.

More About the Author

My book The New Rules of Marketing & PR opened people's eyes to the new realities of marketing and public relations on the Web. Six months on the BusinessWeek bestseller list and published in more than twenty languages, New Rules is now a modern business classic. My popular blog and hundreds of speaking engagements around the world give me a singular perspective on how businesses are implementing new strategies to reach buyers.

I'm the author of other popular books about marketing including Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History and World Wide Rave: Creating triggers that get millions of people to spread your ideas and share your stories.

I am 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. I've 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.

Check out my blog at www.WebInkNow.com

Important note about my Amazon reviews: You may notice all my Amazon reviews are five or four stars. I read (and write) a lot. I'm too busy to read a book I don't like -- there's just so many great books waiting! If a book doesn't capture my interest within a few chapters, I put it down and don't finish. I won't review a book I don't finish, so all my reviews are of books I've enjoyed and get a lot of stars!

Customer Reviews

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See all 18 customer reviews
I think the book was intelligently organized, well written and over all very readable.
iLoveButter
I highly recommend this book to those wishing to develop a high traffic website or seeking to transition their business from offline to online.
John R. Sedivy
First I want to say I'm sorry I didn't write this review before getting rid of the book.
James

Most Helpful Customer Reviews

31 of 31 people found the following review helpful By Tom Carpenter VINE VOICE on September 7, 2007
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.
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9 of 11 people found the following review helpful By Barry S. Graubart on October 3, 2005
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.
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3 of 3 people found the following review helpful By Speechwriter on September 12, 2005
Format: 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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3 of 3 people found the following review helpful By iLoveButter on October 2, 2005
Format: Paperback
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.
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