Magazine article Online

Cashing in with Content: How Innovative Marketers Use Digital Information to Turn Browsers into Buyers

Magazine article Online

Cashing in with Content: How Innovative Marketers Use Digital Information to Turn Browsers into Buyers

Article excerpt

Recommended Reading on Web Content, Design, Podcasting, and Google

This month, I look at books that tell you how to get more from or do more with your Web pages by focusing on content, design, podcasting, and following in the footsteps of Google.

Cashing In with Content: How Innovative Marketers Use Digital Information to Turn Browsers into Buyers by David Meerman Scott ISBN: 0-910965-71-4 Published: 2005 Pages: 280 pp.; softcover Price: $24.95

Available from: CyberAge Books, Information Today, Inc., 143 Old Marlton Pike, Medford, NJ 08055; 609/654-6266; www.infotoday.com

Following the old adage that experience is the best teacher, this book examines 20 different Web sites that exploit digital content to better satisfy users and, in most cases, increase their bottom line. The author, an experienced electronic marketer [www.freshspot.com], blogger [www.webink.com], and well-known writer (columnist for EContent magazine and author of the novel Eyeball Wars: a novel of dot-corn intrigue) and speaker, interviews key individuals responsible for the successful Web strategies of a diverse group of organizations. From each, he distills key bits of wisdom for those responsible for their own Web site success.

Except for the last two chapters, which pull out the lessons learned and best practices, each chapter in the book describes a particular organization and strategy. These are clumped into the categories of E-Commerce; Business-to-Business; and Non-Profit, Education, Healthcare, and Politics. The author has made a specific effort to cover a wide range of organizations, including the band Aerosmith, Esurance, Weyerhaeuser, Kenyon College, Dean for America, and many more. …

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