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 ezine 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:
1. Who are my readers?
2. How do I reach them?
3. What are their motivations?
4. What are the problems that I can help them solve?
5. How can I entertain and inform them at the same time?
6. 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.
If you are not getting the results you want with your website, you are sure to get some tips from Cashing In With Content. I recommend it.
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