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Cashing in With Content
Examples of sites effectively leveraging content to boost sales
Compiled by Michelle Manafy, Editor of EContent and Intranets
as part of a Women’s ECommerce Association’s Wire Side Chat
Many of these examples are covered in more detail in the book, Cashing in With Content: How Innovative Marketers Use Digital Information to turn Browsers into Buyers by David Meerman Scott, edited by Michelle Manafy.
www.alloy.com
Using content to build a relationship, before going in for the sell.
www.alloy.com
… you are transported to the Alloy shop where you can buy.
www.bendadryl.comProvides interactive features to educate potential customers.
www.benadryl.comInteractivity engages visitors. Mouse over part of “your home” to learn
where allergens are.
www.careusa.com
Sells its good works to build a community of donators.
www.careusa.comLeverages its global workforce, gathering content from good works
worldwide.
www.careusa.comNot only makes its annual report available, but tells the story in
pictures.
www.crutchfield.comProducts are front and center, but information is only a click away.
www.crutchfieldadvisor.comClick and visit the company’s separate help- and information-only site,
built from years of electronics experience.
www.esurance.comBuying insurance can be friendly, fun, and informative.
www.esurance.comLeveraging the latest thing: “Erin’s” Blog.
www.esurance.comArticles to help site visitors make decisions about insurance and to help
them avoid needing to use it.
www.jeep.comReal customer profiles establish the car as lifestyle choice.
www.oryxandcrak.co.ukOffering ecards to trigger viral marketing for a budding cult classic.
www.weyerhaeuser.comNews and information to sell the company’s ethics as much as its
products.
www.weyerhaeuser.comClient case studies always help sell solutions.
Free Content: RSS Feedswww.newsgator.com and www.syndic8.com offer thousands of feeds,
as do many of your favorite sites.
Look for the orange buttons, but be sure that the feeds are okay for use on your site; some are for personal use only.
Cashing in With Content
Create• Case Studies• Profiles• Help• Interactive
tools• Enewsletters• Ecards• Blogs• Communities
Co-opt• Feeds• Industry news• Client content• Customer-
created content
• Product information
Repurpose
• Internal reports
• Company newsletters
• Marketing & promotional copy & images
• Market research
