| Make Your Website Work for You: How to Convert Online Content Into Profits | 
 enlarge | Author: Jeff Cannon
Publisher: McGraw-Hill Professional
Category: Book
List Price: $19.95
Buy Used: $0.01
You Save: $19.94 (100%)
New (21) Used (14) from $0.01
Avg. Customer Rating:  10 reviews
Sales Rank: 1504233
Media: Paperback
Edition: 1
Number Of Items: 1
Pages: 240
Shipping Weight (lbs): 1.2
Dimensions (in): 9.3 x 7.4 x 0.6
ISBN: 0071352414
Dewey Decimal Number: 658.84
UPC: 639785314318
EAN: 9780071352413
ASIN: 0071352414
Publication Date: October 1, 1999
Availability: Usually ships in 1-2 business days
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Product Description
Studies have shown that the key to profitable online strategies is content - how it is displayed, and how it is written and illustrated. The important question about content is "what makes good web content and what doesn't"? You might have a great idea or product, but how can content be developed that will appeal on a computer screen rather than in a store or in a catalogue? The author shares his proven methods for building content that responds to the changing needs of the consumer and offers proven strategies for bringing consumers and products together on the Web.
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| Customer Reviews: Read 5 more reviews...
 Good Business Ideas but Outdated Internet Ideas February 15, 2006
Considering the publishing date, 2000, it isn't surprising to see that the internet has changed tremendously since then. While a lot of the advice can be applied to businesses as they strive to meet the needs of their customers, much of the advice about navigating the internet is very outdated. The main theme of the recommended business practices: Know your customer/audience and tailor everything toward them. That is excellent advice. The author recommends several ways to really get to know the demographics and needs of specific audiences and consumers. His advice about the internet is to use that information as the main guide in web development. He also recommends doing research on the competition and learning from them as well as finding a way to use their weaknesses. One company's short-comings can be another company's strengths. He made one thing clear--putting businesses on the internet goes way beyond simply creating a website. He discussed many ways to reach internet users with branded content. I would recommend the book for some of its business advice, but not for its web advice simply because so much has changed in six years.
 Still works April 4, 2001
0 out of 2 found this review helpful
This book has some key elements that can be used by alot of sites small and large. Although it may be a bit dated, it goes over elements that people are just learning how to use now. Developing microsites rather than web sites, avoiding banner ads, creating email campaigns, and building an online brand. It's a solid book with applicable elements if you know how to apply them to today's web.
 No depth, out dated strategies and examples... June 16, 2000
12 out of 16 found this review helpful
I read through other peoples reviews here at Amazon.com and bought this book. But it did not meet expectations at all. If you are a first time net users or are planning to wet your feet in the internet space then may be this book makes sense. But, if you already know the basics and are looking for depth of knowledge, strategic thinking and effective implementation tools for good content management...this is NOT the book. The author probably worked for an ad agency when ad agencies did ' business stategy work'.... I strongly recommend Killer Content by Mai-lan Tomsen instead.
 Brand Marketing June 7, 2000
2 out of 4 found this review helpful
This is a great book that follows the classic rules of brand marketing and updates them for the new medium. It takes a step by step approach to planning, creating, and implementing an effective online advertising campaign. As the author notes, brand driven, bottom line oriented. After all, how can you go wrong with an intro by Leo Burnett!
 It gives the how for a changing market. March 9, 2000
6 out of 7 found this review helpful
The book works for business owners of all size. It lays the groundwork for the creation of workable marketing programs which can then be tweeked for each opportunity. Since I have yet to work in a business where everything deal is the same, it works perfectly. I do like the way the author has sectioned out the book. I have a great deal of brand building and advertising experience, so I could skip to the area I was interested in without having to re-hash what I already know. In all, a very good book that provides real information for the real world and examples of people who have already done it. Now, the more time I spend on the net, the more I see Mr. Cannon's ideas being used. Well done...
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