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Reviews of books on client development |
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Cashing
In With Content: How Innovative Marketers Use Digital Information to Turn
Browsers into Buyers Cashing in With Content is about attracting visitors to your website, so that you can sell them something or sign them up as a client, member, subscriber or donor. You attract them not with gimmicky entertainment or self-serving puffery, but with rich, valuable, and constantly updated information that they can’t get anywhere else -- and by making that information easy to read, navigate, save, and print. Most companies “build their websites based on design, rather than content.” Instead, you want people to rely on your website as a "trusted resource." The author, who is a contributing editor for EContent Magazine, presents 20 “case studies” in a wide variety of industries and non-profit orgs, sorted into three categories:
I put the term “case studies” in quotes in the last paragraph, because they’re not true studies in the academic sense – they’re just puff pieces in which the author interviews the website managers without adding any critical analysis, without challenging the interviewees’ self-serving claims and opinions, and without trying to verifying data or independently measure effectiveness. Most of the people being interviewed are tooting their own horns. The penultimate chapter is a summary of 12 best practices that the author drew from the case studies. This is the most valuable part of the book. The best practices are:
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