A one-stop source on the art and science of developing marketing content that people care about. This coverage is interwoven with case studies of companies successfully spreading their ideas online--and using them to establish credibility and build a loyal customer base

Publisher's acknowledgements -- About the author -- Know who you're targeting -- Introduction -- The psychology of decision-making -- Who are you targeting? -- Cultural quirks -- Individual differences -- Communicate persuasively -- Basic principles -- Optimising your website -- Selecting the...