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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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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.
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.
There are about 20 or so profiles of different websites ranging from schools to magazines to steel producers. The writeups are very boring and don't really offer any insight on how to cash in on content. If you want to read boring information on how such and such college publishes its fall schedule on line then knock yourself out.
I purchased this book wanting to learn how I could cash in on content. I thought this book would provide examples of the types of content you could try to offer from visitor/user generated, to out right company creation, to purchasing. I expected there to be an overiew of different types of content which you could use to build your website. In fact even a review here mentions how Amazon is brilliant for having users like me and you create content for them. That little nugget and others like it was what I was looking for. Too bad nothing of the sort is even mentioned in the book. You gather more insight about content from that one review than the entire book.
The book is cashing in on suckers with misleading reviews. This book will not help you figure out what content is, what makes it unique, and how to obtain it. The only thing it will do is outline about 20 companies that have websites and how they got to where they are. The majority of pages are about their backgrounds.
Being negative is not something I enjoy, but this book really rubbed me the wrong way.
Look else where if you are looking for inspiration.