I’m excited that my new book Cashing In With Content: How Innovative Marketers Use Digital Information to Turn Browsers Into Buyers is close to being released. I'm told by the publisher that it is now at the printer and that we can expect that it will be available online and in stores in August or September.
This huge project has been about three years in the making. In Cashing In With Content, I demonstrate how content-savvy organizations are succeeding with a strategy that drives visitors to action - to purchase, donate, join, or subscribe.
It's all about the content.
Whether your focus is business-to-business, consumer e-commerce, non-profit services, or fundraising, I show that the key to web marketing success is delivering content that exceeds visitor expectations every time. My interviews with 20 of today's most innovative marketers reveal how they use content to build brand loyalty, unleash the power of viral marketing, and turn browsers into buyers.
Content drives revenue.
Cashing in with Content explores how successful organizations publish content on the Web and organize it to get the readers of that content to do something: buy, subscribe, apply, join, or contribute. These Web sites use content in effective, unusual, and innovative ways and succeed in bringing in the numbers.
Case studies as told by successful marketers.
Since this is the first book presenting the stories of how organizations use content to cash in, I felt it was critical that the marketers tell their tales directly. Their candid insights were gathered throughout a year of research, conversations, and e-mail exchanges. One constant that makes these sites informative case studies is the inexorable focus on using content to drive action. Content does more than just sell itself, a product, or an idea--it sells an organization by branding it as an expert or a trusted friend. The marketers interviewed here understand this. They use content as a tool to turn browsers into buyers.
There are a dozen best practices in Cashing in with Content and each possesses the potential to benefit you, your Web site, and your larger organizational goals and objectives. Rather than spend time on basic techniques that are outlined in many general “how to” books on Web site creation, I focus on higher-level content strategies, which fuel successful sites.