Introduction: Cashing In With Content
Sometimes I like to take a step down memory lane when it comes to book reviews. This time I’m taking a look at David Meerman Scott’s Cashing In With Content: How Innovative Marketers Use Digital Information to Turn Browsers into Buyers
which I reviewed in my newsletter Ambeck Edge in April 2008. The information is still very relevant today. I also love Scott’s blog Web Ink Now and you can follow him on Twitter @DMScott.
What is Cashing In With Content About?
Cashing In With Content is a practical book that is filled with useful information and strategies that readers can immediately implement on their websites. The book provides case studies of 20 organizations – some well known and others not so well known – that are using the content on their websites to achieve their goals whether it be to sell products, get donations, subscribe to an e-zine or join something. They all use content to drive action. To get people to take action you have to educate and create an experience for them.
Scott suggests that a website should be designed from the perspective of a publisher since you are dealing with content. Before you design a website, you should answer the following questions:
- Who are my readers?
- How do I reach them?
- What are their motivations?
- What are the problems that I can help them solve?
- How can I entertain and inform them at the same time?
- What content will compel them to purchase what I have to offer?
Certain best practices are unique to organizations that use their content to drive action – they start with a comprehensive needs analysis before they launch the website, speak with one voice to create a consistent website personality, dedicate editorial resources to create consistent and informed content, encourage browsing by using appropriate self-select paths, push content to users to pull them back to the website, use global content when they serve a global market.
Final Thoughts: Cashing In With Content
If you are not getting the results you want with your website, you are sure to get some tips from Cashing In With Content: How Innovative Marketers Use Digital Information to Turn Browsers into Buyers. I recommend it.
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Cashing In With Conten
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