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.comUsing content to build a relationship, before going in for the sell.
www.alloy.commade 4 you shows styles that will fit your body type click and…
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.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.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.
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.
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