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The Resource Cashing in with content : how innovative marketers use digital information to turn browsers into buyers, David Meerman Scott

Cashing in with content : how innovative marketers use digital information to turn browsers into buyers, David Meerman Scott

Label
Cashing in with content : how innovative marketers use digital information to turn browsers into buyers
Title
Cashing in with content
Title remainder
how innovative marketers use digital information to turn browsers into buyers
Statement of responsibility
David Meerman Scott
Creator
Subject
Language
eng
Cataloging source
DLC
http://library.link/vocab/creatorName
Scott, David Meerman
Dewey number
658.8/72
Illustrations
illustrations
Index
index present
LC call number
HF5548.32
LC item number
.S295 2005
Literary form
non fiction
http://library.link/vocab/subjectName
  • Electronic commerce
  • Electronic commerce
  • World Wide Web
  • Internet
Target audience
adult
Label
Cashing in with content : how innovative marketers use digital information to turn browsers into buyers, David Meerman Scott
Instantiates
Publication
Copyright
Note
Includes index
Carrier category
volume
Carrier category code
nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
  • Branding Is for Cattle
  • 72
  • Not Your Father's Newspaper
  • 75
  • Cashing In
  • 77
  • Part 2
  • Business-to-Business
  • Chapter 8
  • Alcoa: Content Drives Large Deals
  • 81
  • 6
  • It All Starts with Dirt
  • 83
  • Bright, Shiny Content
  • 84
  • Good Guys
  • 86
  • Crafting the Content
  • 87
  • Cashing In
  • 88
  • New Publishers
  • Chapter 9
  • Weyerhaeuser: Managing Trees with Internet Content
  • 89
  • Seeing the Forest for the Trees
  • 90
  • Content with Priorities
  • 92
  • Excellent Corporate Neighbors
  • 93
  • Growing (Content) Like a Tree
  • 7
  • 95
  • Cashing In
  • 95
  • Chapter 10
  • ebuild: Everything for the Professional Builder, Including the Kitchen Sink
  • 97
  • Building ebuild One Room at a Time
  • 98
  • My Bucket Is Your Taxonomy
  • 100
  • Getting the Most Out of this Book
  • Tagging Content Makes It Useful
  • 101
  • Cashing In
  • 102
  • Chapter 11
  • ServiceWare: Level the Playing Field with Content
  • 105
  • Are You a Call Center or a Help Desk?
  • 107
  • Hard Data and Useful Information
  • 9
  • 109
  • If You Have Great Content, Get It Out There
  • 110
  • Cashing In
  • 111
  • Chapter 12
  • Colliers: Commercial Real Estate for the World
  • 113
  • Content from Warsaw to Sydney
  • 117
  • Part 1
  • Real Content from All Over
  • 117
  • Cashing In
  • 120
  • Chapter 13
  • Booz Allen: Career Content
  • 123
  • Right Fit for You?
  • 124
  • We Want You to Work Here
  • E-Commerce
  • 126
  • Please Complete Your Profile
  • 127
  • Career Content Creation
  • 129
  • Cashing In
  • 130
  • Chapter 14
  • UPS Investor Relations: Delivering Stock
  • 131
  • Chapter 1
  • Airplanes and Those Funny Brown Trucks
  • 134
  • Environmentally Friendly
  • 136
  • On-Time Delivery
  • 138
  • Cashing In
  • 138
  • Part 3
  • Nonprofit, Education, Healthcare, and Politics
  • Crutchfield: A Friend in the Electronics Business
  • Chapter 15
  • CARE USA: Content Fights Global Poverty
  • 141
  • Content to Drive Donations
  • 143
  • Comprehensive Content in a Soundbite World
  • 145
  • Get Involved with Content
  • 146
  • Cashing In
  • Introduction: Content: The Missing Ingredient
  • 13
  • 149
  • Chapter 16
  • Tourism Toronto: Hit the Site and Hit the Town
  • 153
  • Individuals, Groups, and Conventions
  • 155
  • Content to Book Trips
  • 156
  • Recovering from SARS
  • 157
  • Turning Complexity into Opportunity
  • Content Voyage
  • 159
  • Interactivity and Small Bits of Content
  • 160
  • Cashing In
  • 160
  • Chapter 17
  • Kenyon College: A Literary Tradition on the Web
  • 163
  • Right Way to Rebuild a Web Site
  • 15
  • 166
  • A Site That Speaks to All Constituents
  • 166
  • Literary Content
  • 167
  • Cashing In
  • 169
  • Chapter 18
  • Sharp HealthCare: Putting Patients in Control with Content
  • 173
  • A Little Friendly Advice
  • I Need to Know Fast
  • 175
  • Viral Healthcare Content
  • 176
  • Healthy Demographics
  • 179
  • Creating Compelling Healthcare Content
  • 180
  • Cashing in
  • 181
  • 15
  • Chapter 19
  • Dermik Laboratories: More than Skin-Deep Content
  • 183
  • Aggregating the Best of Available Content
  • 185
  • Maintain Integrity
  • 188
  • Drive Interest in the Category
  • 189
  • Right Stuff
  • Car Stereo for Everyone
  • 191
  • Cashing In
  • 191
  • Chapter 20
  • Dean for America: Internet Presidential Politics-The New Grassroots
  • 193
  • Introducing the Presidential Blog
  • 196
  • Making Readers Feel They Have a Stake
  • 197
  • 17
  • Meetup with Other Supporters
  • 200
  • Internet Content: The New Grassroots
  • 201
  • Cashing In
  • 202
  • Part 4
  • Putting Content to Work
  • Chapter 21
  • Best Practices from Innovative Web Marketers
  • Creating Content That Sells
  • 207
  • Marketing with Web Content
  • 208
  • Best Practice #1
  • When launching a new site, start with a comprehensive needs analysis
  • 209
  • Best Practice #2
  • Speak with one voice to create a consistent site personality
  • 210
  • Best Practice #3
  • 19
  • Dedicate editorial resources to create consistent and informed content
  • 213
  • Best Practice #4
  • Encourage browsing by using appropriate self-select paths
  • 215
  • Best Practice #5
  • A separate URL or blog facilitates providing targeted content
  • 217
  • Best Practice #6
  • Push content to users to pull them back to your site
  • Customer Feedback
  • 219
  • Best Practice #7
  • Don't forget images-original photos are powerful content
  • 221
  • Best Practice #8
  • Consider making proprietary content freely available
  • 223
  • Best Practice #9
  • If you serve a global market, use global content
  • 225
  • 1
  • 20
  • Best Practice #10
  • Include interactive content and opportunities for user-feedback
  • 227
  • Best Practice #11
  • Use content to trigger viral marketing
  • 229
  • Best Practice #12
  • Link content directly to the sales cycle
  • 231
  • Practices Make Perfect
  • Cashing In
  • 233
  • You're a Publisher Now, So Think Like One
  • 235
  • Make Content the Focus of Your Site
  • 236
  • Focus on Your Customer's Problems
  • 238
  • A Web Site Is More Art than Science
  • 239
  • Content Drives Action
  • 21
  • 240
  • A Special Note to Executives
  • 240
  • What Content Means to Marketers
  • 241
  • Chapter 2
  • Alloy: Generation Y Marks the Spot
  • 23
  • Like, Keep It Fresh
  • 24
  • Quizzes, Guys, and Style
  • 26
  • Selecting Content-Smart Sites
  • I Wanna Go to the Mall.com
  • 27
  • Cool? Click. Buy
  • 28
  • Cashing In
  • 29
  • Chapter 3
  • Design Within Reach: Form Follows Function
  • 31
  • Going Against the Grain
  • 2
  • 33
  • Please Take a Seat
  • 34
  • Newsletter of Note
  • 35
  • Cashing In
  • 37
  • Chapter 4
  • mediabistro.com: Pitching Content to the Media
  • 39
  • Asked and Answered-Marketing on the Web
  • Online Community for the Media
  • 41
  • Media Community
  • 43
  • Media Content to Sell Media Services
  • 46
  • Cashing In
  • 47
  • Chapter 5
  • Esurance: Content Replaces Agents
  • 4
  • 49
  • Great Content as a Marketing Tool
  • 50
  • Driving Traffic to Auto Insurance Content
  • 51
  • Content Drives Transactions
  • 54
  • Ensuring Compelling Content
  • 56
  • Cashing In
  • Web Isn't TV
  • 58
  • Chapter 6
  • Aerosmith: Content for Extreme Fans
  • 59
  • Not the Same Old Song and Dance
  • 60
  • Walk This Way
  • 63
  • Roadies, Managers, and the Chef
  • 65
  • 5
  • A Band and its Fanatic Fans
  • 66
  • Aerosmith, the Brand
  • 67
  • Cashing In
  • 67
  • Chapter 7
  • Wall Street Journal Online: Free Content Sells Subscriptions
  • 69
  • Selling Subscriptions with Free Content
Control code
ocm60393060
Dimensions
23 cm
Extent
xx, 256 pages
Isbn
9780910965712
Lccn
2005012786
Media category
unmediated
Media MARC source
rdamedia
Media type code
n
Note
658.872 SCO83 ; P ; XX-N ; C-AN; C1105QU2.
Other physical details
illustrations
System control number
  • (Sirsi) o60393060
  • (Sirsi) o60393060
Label
Cashing in with content : how innovative marketers use digital information to turn browsers into buyers, David Meerman Scott
Publication
Copyright
Note
Includes index
Carrier category
volume
Carrier category code
nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
  • Branding Is for Cattle
  • 72
  • Not Your Father's Newspaper
  • 75
  • Cashing In
  • 77
  • Part 2
  • Business-to-Business
  • Chapter 8
  • Alcoa: Content Drives Large Deals
  • 81
  • 6
  • It All Starts with Dirt
  • 83
  • Bright, Shiny Content
  • 84
  • Good Guys
  • 86
  • Crafting the Content
  • 87
  • Cashing In
  • 88
  • New Publishers
  • Chapter 9
  • Weyerhaeuser: Managing Trees with Internet Content
  • 89
  • Seeing the Forest for the Trees
  • 90
  • Content with Priorities
  • 92
  • Excellent Corporate Neighbors
  • 93
  • Growing (Content) Like a Tree
  • 7
  • 95
  • Cashing In
  • 95
  • Chapter 10
  • ebuild: Everything for the Professional Builder, Including the Kitchen Sink
  • 97
  • Building ebuild One Room at a Time
  • 98
  • My Bucket Is Your Taxonomy
  • 100
  • Getting the Most Out of this Book
  • Tagging Content Makes It Useful
  • 101
  • Cashing In
  • 102
  • Chapter 11
  • ServiceWare: Level the Playing Field with Content
  • 105
  • Are You a Call Center or a Help Desk?
  • 107
  • Hard Data and Useful Information
  • 9
  • 109
  • If You Have Great Content, Get It Out There
  • 110
  • Cashing In
  • 111
  • Chapter 12
  • Colliers: Commercial Real Estate for the World
  • 113
  • Content from Warsaw to Sydney
  • 117
  • Part 1
  • Real Content from All Over
  • 117
  • Cashing In
  • 120
  • Chapter 13
  • Booz Allen: Career Content
  • 123
  • Right Fit for You?
  • 124
  • We Want You to Work Here
  • E-Commerce
  • 126
  • Please Complete Your Profile
  • 127
  • Career Content Creation
  • 129
  • Cashing In
  • 130
  • Chapter 14
  • UPS Investor Relations: Delivering Stock
  • 131
  • Chapter 1
  • Airplanes and Those Funny Brown Trucks
  • 134
  • Environmentally Friendly
  • 136
  • On-Time Delivery
  • 138
  • Cashing In
  • 138
  • Part 3
  • Nonprofit, Education, Healthcare, and Politics
  • Crutchfield: A Friend in the Electronics Business
  • Chapter 15
  • CARE USA: Content Fights Global Poverty
  • 141
  • Content to Drive Donations
  • 143
  • Comprehensive Content in a Soundbite World
  • 145
  • Get Involved with Content
  • 146
  • Cashing In
  • Introduction: Content: The Missing Ingredient
  • 13
  • 149
  • Chapter 16
  • Tourism Toronto: Hit the Site and Hit the Town
  • 153
  • Individuals, Groups, and Conventions
  • 155
  • Content to Book Trips
  • 156
  • Recovering from SARS
  • 157
  • Turning Complexity into Opportunity
  • Content Voyage
  • 159
  • Interactivity and Small Bits of Content
  • 160
  • Cashing In
  • 160
  • Chapter 17
  • Kenyon College: A Literary Tradition on the Web
  • 163
  • Right Way to Rebuild a Web Site
  • 15
  • 166
  • A Site That Speaks to All Constituents
  • 166
  • Literary Content
  • 167
  • Cashing In
  • 169
  • Chapter 18
  • Sharp HealthCare: Putting Patients in Control with Content
  • 173
  • A Little Friendly Advice
  • I Need to Know Fast
  • 175
  • Viral Healthcare Content
  • 176
  • Healthy Demographics
  • 179
  • Creating Compelling Healthcare Content
  • 180
  • Cashing in
  • 181
  • 15
  • Chapter 19
  • Dermik Laboratories: More than Skin-Deep Content
  • 183
  • Aggregating the Best of Available Content
  • 185
  • Maintain Integrity
  • 188
  • Drive Interest in the Category
  • 189
  • Right Stuff
  • Car Stereo for Everyone
  • 191
  • Cashing In
  • 191
  • Chapter 20
  • Dean for America: Internet Presidential Politics-The New Grassroots
  • 193
  • Introducing the Presidential Blog
  • 196
  • Making Readers Feel They Have a Stake
  • 197
  • 17
  • Meetup with Other Supporters
  • 200
  • Internet Content: The New Grassroots
  • 201
  • Cashing In
  • 202
  • Part 4
  • Putting Content to Work
  • Chapter 21
  • Best Practices from Innovative Web Marketers
  • Creating Content That Sells
  • 207
  • Marketing with Web Content
  • 208
  • Best Practice #1
  • When launching a new site, start with a comprehensive needs analysis
  • 209
  • Best Practice #2
  • Speak with one voice to create a consistent site personality
  • 210
  • Best Practice #3
  • 19
  • Dedicate editorial resources to create consistent and informed content
  • 213
  • Best Practice #4
  • Encourage browsing by using appropriate self-select paths
  • 215
  • Best Practice #5
  • A separate URL or blog facilitates providing targeted content
  • 217
  • Best Practice #6
  • Push content to users to pull them back to your site
  • Customer Feedback
  • 219
  • Best Practice #7
  • Don't forget images-original photos are powerful content
  • 221
  • Best Practice #8
  • Consider making proprietary content freely available
  • 223
  • Best Practice #9
  • If you serve a global market, use global content
  • 225
  • 1
  • 20
  • Best Practice #10
  • Include interactive content and opportunities for user-feedback
  • 227
  • Best Practice #11
  • Use content to trigger viral marketing
  • 229
  • Best Practice #12
  • Link content directly to the sales cycle
  • 231
  • Practices Make Perfect
  • Cashing In
  • 233
  • You're a Publisher Now, So Think Like One
  • 235
  • Make Content the Focus of Your Site
  • 236
  • Focus on Your Customer's Problems
  • 238
  • A Web Site Is More Art than Science
  • 239
  • Content Drives Action
  • 21
  • 240
  • A Special Note to Executives
  • 240
  • What Content Means to Marketers
  • 241
  • Chapter 2
  • Alloy: Generation Y Marks the Spot
  • 23
  • Like, Keep It Fresh
  • 24
  • Quizzes, Guys, and Style
  • 26
  • Selecting Content-Smart Sites
  • I Wanna Go to the Mall.com
  • 27
  • Cool? Click. Buy
  • 28
  • Cashing In
  • 29
  • Chapter 3
  • Design Within Reach: Form Follows Function
  • 31
  • Going Against the Grain
  • 2
  • 33
  • Please Take a Seat
  • 34
  • Newsletter of Note
  • 35
  • Cashing In
  • 37
  • Chapter 4
  • mediabistro.com: Pitching Content to the Media
  • 39
  • Asked and Answered-Marketing on the Web
  • Online Community for the Media
  • 41
  • Media Community
  • 43
  • Media Content to Sell Media Services
  • 46
  • Cashing In
  • 47
  • Chapter 5
  • Esurance: Content Replaces Agents
  • 4
  • 49
  • Great Content as a Marketing Tool
  • 50
  • Driving Traffic to Auto Insurance Content
  • 51
  • Content Drives Transactions
  • 54
  • Ensuring Compelling Content
  • 56
  • Cashing In
  • Web Isn't TV
  • 58
  • Chapter 6
  • Aerosmith: Content for Extreme Fans
  • 59
  • Not the Same Old Song and Dance
  • 60
  • Walk This Way
  • 63
  • Roadies, Managers, and the Chef
  • 65
  • 5
  • A Band and its Fanatic Fans
  • 66
  • Aerosmith, the Brand
  • 67
  • Cashing In
  • 67
  • Chapter 7
  • Wall Street Journal Online: Free Content Sells Subscriptions
  • 69
  • Selling Subscriptions with Free Content
Control code
ocm60393060
Dimensions
23 cm
Extent
xx, 256 pages
Isbn
9780910965712
Lccn
2005012786
Media category
unmediated
Media MARC source
rdamedia
Media type code
n
Note
658.872 SCO83 ; P ; XX-N ; C-AN; C1105QU2.
Other physical details
illustrations
System control number
  • (Sirsi) o60393060
  • (Sirsi) o60393060

Library Locations

    • Lee's Summit BranchBorrow it
      150 NW Oldham Pkwy., Lee's Summit, MO, 64081 , US
      38.915628 -94.400799
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