InfiNET Marketing

Cashing In with Content by David Meerman Scott

David Meerman Scott wrote a fantastic classic  – The New Rules of Marketing & PR. I’ve recommended that book to dozens of peopoe and given several copies away. Cashing In with Content, published in 2005, was a disappointment. I guess that is to be expected with how quickly things eveolve on the Internet.

Cashing In with Content is mostly an exploration and overview of about 20 companies and how they use the Internet for marketing. I found nothing I would call exciting or reveaing in any of the reviews.

The value, for me, was found in the first 6 pages:

Looking at less successful sites, I uncovered commonplace marketing tactics that are not as effective as focusing on content. I found that marketers at most organizations focus on two ineffectual ways to market on the web: what we might call answer marketing and ad marketing, while at the same time they didn’t focus on the most effective Web marketing: content marketing. (pg. 4)

When a visitor gets to a website, there’s no need to grab their attention; you aleady have it. So, on the Web, the challenge has shifted from grabbing attention to informing and educating visitors through content. (pg. 6)

Though disappointed with Cashing In, David Meerman Scott continues to produce a continual stream of value over at WebInkNow. We look forward to his new book due out in March 2009 – World Wide Rave: Creating Triggers that Get Millions of People to Spread Your Ideas and Share Your Stories.