Cashing in With Content Examples of sites effectively leveraging content to boost sales Compiled by Michelle Manafy, Editor of EContent and IntranetsEContentIntranets as part of a Women’s ECommerce Association’s Wire Side ChatAssociation’s 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.Cashing in With Content

Using content to build a relationship, before going in for the sell.

made 4 you shows styles that will fit your body type click and…

… you are transported to the Alloy shop where you can buy.

Provides interactive features to educate potential customers.

Interactivity engages visitors. Mouse over part of “your home” to learn where allergens are.

Sells its good works to build a community of donators.

Leverages its global workforce, gathering content from good works worldwide.

Not only makes its annual report available, but tells the story in pictures.

Products are front and center, but information is only a click away.

Click and visit the company’s separate help- and information-only site, built from years of electronics experience.

Buying insurance can be friendly, fun, and informative.

Leveraging the latest thing: “Erin’s” Blog.

Articles to help site visitors make decisions about insurance and to help them avoid needing to use it.

Real customer profiles establish the car as lifestyle choice.

Offering ecards to trigger viral marketing for a budding cult classic.

News and information to sell the company’s ethics as much as its products.

Client case studies always help sell solutions.

Free Content: RSS Feeds and 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