Killer Web Content
By Gerry McGovern
Published by A&C Black Publishers Ltd (2006)
Paperback, 220 pages
ISBN: 0-7136-7704-X

This book is one of several that focus on the importance of web content. It outlines how it is an important asset to sell products and delivers services. Despite the web being a largely visua resource where copy can be quickly scanned, page content is an essential factor to create character, entice action and to achieve objectives. From travel companies to software companies, universities to governments, web content is something that has to be got right.

Killer Web Content shows how to provide visitors to your website with the right content at just the right time. It explains how to write compelling website copy that people respond to, as well as making sure your website has the best chance of getting into the first page of search results. It also includes a section on the benefits of blogs, RSS and email newsletters.

Written by an internationally-acclaimed specialist in the field, the book covers the strategies and practical techniques you need to get the most from your web content.

Produced in an attractive and readable format, the book is a concise and practical guide to creating web content that works, for both users and search engines, to ensure that your website really works for you.

Labels: web copy

Unleashing the Killer App
Digital Strategies for Market Dominance
By Larry Downes and Chunka Mui
Published by Harvard Business School Press, 1998
Hardback, 262 pages
ISBN: 0-87584-801-X

In terms of Internet time, this book is ancient, having been first published in 1998. Yet is was - and still is - a ground-breaking book that sets out a management strategy for adapting to, and benefiting from, a 'killer application'.

A 'killer app' is described as a new application that is so powerful it transforms industries, redefines markets and annihilates the competition that cannot adapt. Such examples as the compass, cotton gin and Model T Ford are used as examples from the past, whilst in today's context, this book focuses on the power of the personal computer, e-mail and the World Wide Web.

The authors describe how to harness the potential of the new 'killer apps' to succeed in the new digital economy. They outline the strategies for success, including abandoning the accepted technologies and rewriting the rules for business growth. They also set out 12 principles of 'killer app' design, divided into three stages of strategy, using examples from the business world.

Although this book contains a heady mix of optimism and enthusiasm for the potential of the Internet, it was written before the .com fall at the end of the Millennium. Perhaps more than ever, many of the fundamental principles that the authors describe remain as true today as they were just a few years ago. Now however, tempered by the experience of hindsight, this book can provide a perceptive and enlightening view on how to make a business succeed in the age of the Internet.

Labels: Internet marketing

Designing Web Usability
About Designing Web Usability: The practice of simplicity.
Jakob Nielsen
Published by New Rider, 2000
Paperback, 432 pages
ISBN: 156-205810-X

Usability rules the web. Users experience the usability of a site before they have committed to using it and before they have spent any money on potential purchases. The web is the ultimate environment for empowerment, and he or she who clicks the mouse decides everything.

In this landmark design reference, the world's acknowledged authority on web usability, Jakob Nielsen, shares the full weight of his wisdom and experience. From content and page design to designing for ease of navigation and users with disabilities, Jakob Nielsen delivers complete direction on how to connect with any web user, in any situation.

Through years of research and interaction with users, Nielsen has arrived at a series of principles that work in support of his findings:
1. the web users want to find what they are after quickly, and
2. if they don’t know what they’re after, they nevertheless want to browse quickly and access information they come across in a logical manner.

Reading this book may be the most cost-effective action you’ll ever take to ensure that your website still matters months and years from now. No matter your connection to the web – designer, business person, developer, analyst, investor, or simply, as we all are, as an interested user – this book will make you better at what you do.

Labels: usability, web design

The Invisible Web
Uncovering Information Sources Search Engines Can't See
By Chris Sherman and Gary Price
Published by CyberAge Books, 2001
Hardback, 430 pages,
ISBN: 0-910965-51-X

Despite the continuing advances made by search engines, the online community develops at an ever-increasing pace and the authors of this book claim that as much as 80% of the authoritative information accessible over the Internet is invisible to search engines. This 'invisible web' is largely comprised of content-rich databases from the academic world - universities, libraries, associations - and businesses or government agencies around the world.

This book is the first complete reference to the subject and the authors define what the Invisible Web is, offer practical tips to Internet searchers to help find and access such information and lists over 1,000 essential sites and sources.

The first chapters of the book cover the evolution of the web and how search engines and directories index the 'visible' web. The authors also look at various specialised and hybrid search tools and the problems faced with accessing the 'invisible' web. The book then moves on to consider a number of case studies involving accessing such information and then look in details at source within different subject fields, ranging from art and architecture to social sciences and transportation information.

This is a book for serious searchers who want to know about all the possible sources on the web and how to find them. The issues surrounding the effectiveness, or otherwise, of search tools are clearly explained and the reference sections provides a valuable resource to some of the best sites and information hidden from standard search techniques.

Labels: web search techniques

Email Marketing: Using Email to Reach Your Target Audience and Build Customer Relationships
By Jim Sterne and Anthony Priore
Published by Wiley, 2000
Paperback, 426 pages
ISBN: 0-471-38309-0

Email has become a powerful tool for marketing, branding, direct response, and building customer relationships. It's cheap, easy to use, and almost everybody on the Internet has an email address. The only problem is that not everyone knows how to use it correctly. Sending out a bad email not only discourages potential customers but can also damage your brand and reputation.

Written by the leading experts on Internet direct marketing and permission email marketing, this book arms you with the latest email strategies and techniques to help you dramatically improve rates and forge lasting customer relationships.

The authors provide a comprehensive introduction to what email marketing is and how it can be used to reach a larger group of people at a lower cost. You'll discover the ins and outs of creating an effective email marketing strategy and how it can play a significant role with your customers. And you'll find a collection of valuable templates that will help you get started immediately!

This book takes you step-by-step through the process of creating a successful permission email marketing campaign, including how to:

• Develop a campaign strategy
• Write an email masterpiece
• Reach your target audience
• Enhance a campaign for a better response rate
• Measure the success of email marketing strategies
• Advertise on other people's electronic newsletters
• Host your own discussion group.

Buy at a discount from Fishpond

Labels: email marketing

Content is King: Writing and Editing Online
by David Mill
Published by Elsevier, 2005
Paperback, 211 pages
ISBN: 0-7506-6317-0

Content is King has been written specifically for marketing professionals, copywriters and editors to enable you to produce more effective copy for the online audience.

Drawing on his wealth of experience in professional writing and editing, David Mill gives you comprehensive guidance on the key topics to be addressed when writing for the online readership. Items covered include writing and editing for websites, email, e-newsletters, search engines and online ads; covering business-to-business as well as business-to-consumer.

Approaching each topic individually, David provides specific guidance, examples, tips and checklists to allow you to rapidly develop the skills needed to write the most appropriate and effective copy for a range of purposes.

• Provides guidance on how to write, edit and publish more effective content for your online readership.
• Guidelines applied to both business-to-consumer and business-to-business organizations.
• Uses an accessible style with clear structure and learning points.

This book stands apart from other copywriting titles in that it is a clear, concise and relevant guide written specifically from a marketing perspective.

This ensures you are given specific guidance on writing relevant copy for your target audiences. You, therefore, gain maximum benefit from reading this book over and above more generalized texts in the same area.

Buy at a discount from Fishpond

Labels: Internet marketing, web copy

Welcome to this new blog from Web Marketing Workshop, which features recommended books in the field of web marketing. We've been reviewing books for over 5 years and posting details on our website, but as more and more new titles are now released, we decided to post these reviews in a blog format and to include some of the best books we've covered in the past.

With the nature of the Internet, published books can sometimes be dated as soon as they are published, although many of these marketing books cover the strategies and techniques that remain largely unchanged. Sometimes to the resources and tools suggested can be dated, but many people prefer to read books about the subject to expand their background knowledge first, and then update their information from the current resources on the web.

We hope you find these reviews useful and that you find some good sources of published information to expand your knowledge and approach to web marketing. If you require further information you are welcome to contact us directly, or we have also provided links to online stores where you can buy these titles.

We always welcome comments, feedback and suggestions so please feel free to post your comments online or contact us directly.