Cashing In with Content

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Cashing In with Content bookNo matter what business a company is in, it can make its site useful for its visitors and turn them into eventual buyers. Cashing In with Content shows how to do that with 20 case studies of types businesses — ecommerce, business-to-business, nonprofits, healthcare, education and politics.
Every case study includes an interview with an employee who played a large role in the Web site’s direction. Also, the case studies have the following sections:
* What’s for sale
* What’s so interesting
* Why you should care
* Cashing in
This set up makes it easy to reference and find what you need.
The case studies are extra useful because they’re based on lesser-known sites rather than the biggies like eBay, Amazon, and others whose names often crop up. These are sites that businesses can follow as examples instead of seeing them as pricey or impossible to do like the biggies.
Scott closes the book with the 12 best practices and shows how each practice gets applied by using examples from the case studies. While “best practices” sounds like it’s full of theory and jargon, it’s not and that’s what makes the book successful. It’s about normal challenges with realistic and doable solutions. The book offers many solutions so businesses don’t have to worry about getting stuck with one that doesn’t suit them.
The book should be on the reading list of anyone involved with a business Web site.
Title: Cashing In with Content: How Innovative Marketers Use Digital Information to Turn Browsers into Buyers
Author: David Meerman Scott
Publisher: Information Today, Inc.
ISBN: 0910965714
Date: October 2005
Format: Paperback
Pages: 280
Cover Price: USD: $24.95 Amazon: $16.47

1 thought on “Cashing In with Content”

  1. I’ve put this on my reading list, and I’ll get it soon. I’d order it tonight, but I’ve got a stack of 5 books to read first 🙂 – just one long business trips worth, right?

    I’ve had some success helping friends and clients sell from their websites and blogs, but quite honestly, I can’t imagine anyone involved knowing enough about this topic!

    The case studies and “best practices” (although I hate that term) sound particularly interesting.

    Thanks Meryl!

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