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Clout: The Art and Science of Influential Web Content

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Results. Everyone wants them, whether to sell more products, spread good ideas, or win more funding. In our busy digital world, the way to results is influencing people on the web. But how? An ad campaign won't cut it. A Twitter account doesn't guarantee it. Manipulative tricks will backfire. Instead, you need quality, compelling web content that attracts people and engages Results. Everyone wants them, whether to sell more products, spread good ideas, or win more funding. In our busy digital world, the way to results is influencing people on the web. But how? An ad campaign won't cut it. A Twitter account doesn't guarantee it. Manipulative tricks will backfire. Instead, you need quality, compelling web content that attracts people and engages them for the long haul. Clout explains the key principles of influence and how to apply them to web content. Along the way, those principles come to life with lots of practical examples. With this book, you'll: Discover why a technology feature, marketing campaign, SEO effort, or redesign aren't enough to influence online. Understand the business value of compelling web content. Learn 8 principles for influence from the art of rhetoric and the science of psychology. Find out what context is and why it's so important to influence. Jump start your planning for content over time with patterns and diagrams. Learn the basics of evaluation to determine whether your web content is making a difference.


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Results. Everyone wants them, whether to sell more products, spread good ideas, or win more funding. In our busy digital world, the way to results is influencing people on the web. But how? An ad campaign won't cut it. A Twitter account doesn't guarantee it. Manipulative tricks will backfire. Instead, you need quality, compelling web content that attracts people and engages Results. Everyone wants them, whether to sell more products, spread good ideas, or win more funding. In our busy digital world, the way to results is influencing people on the web. But how? An ad campaign won't cut it. A Twitter account doesn't guarantee it. Manipulative tricks will backfire. Instead, you need quality, compelling web content that attracts people and engages them for the long haul. Clout explains the key principles of influence and how to apply them to web content. Along the way, those principles come to life with lots of practical examples. With this book, you'll: Discover why a technology feature, marketing campaign, SEO effort, or redesign aren't enough to influence online. Understand the business value of compelling web content. Learn 8 principles for influence from the art of rhetoric and the science of psychology. Find out what context is and why it's so important to influence. Jump start your planning for content over time with patterns and diagrams. Learn the basics of evaluation to determine whether your web content is making a difference.

30 review for Clout: The Art and Science of Influential Web Content

  1. 4 out of 5

    Craig Oliver

    As a web developer, I don’t get very close to the content. In fact, over the years, I’ve become blind to it when coding clients’ websites. It might as well be “lorum ipsum” gibberish like that found on Microsoft Word templates. Granted without this content there would be no websites for me to work on. Well…at least there shouldn't be. There are many sites out there that put the technical effort into the coding and treat the content as an afterthought. Content should in fact come first, before co As a web developer, I don’t get very close to the content. In fact, over the years, I’ve become blind to it when coding clients’ websites. It might as well be “lorum ipsum” gibberish like that found on Microsoft Word templates. Granted without this content there would be no websites for me to work on. Well…at least there shouldn't be. There are many sites out there that put the technical effort into the coding and treat the content as an afterthought. Content should in fact come first, before coding. This requires developing a proper content strategy and a plan to implement it. In Clout, the author Colleen Jones concisely outlines the methods and techniques that will aid the development of a successful Content Strategy. There are numerous real-world examples that support the core principles of context, rhetoric and psychology. She advises content creators to turn off their fire hose of information, suggesting effective, proven tools to reach people. These techniques are proven to filter out the static. This book is a top resource regarding the implementation of content strategy. Clients who are inexperienced or non-technical usually don’t understand why developers can’t make the gibberish better. Content just isn’t our forte. Clout is a well-researched and authoritative source for developers who want to help their clients make content work.

  2. 5 out of 5

    Ryan

    Clout provides a solid overview for creating influential web content. While it's probably too basic for the seasoned content strategist, Jones covers a wide range of topics from discovery and implementation through evaluation and adjustment. This serves the novice content strategist well, as it includes many real-world scenarios and potential pitfalls to watch out for. While some of the information served as a good review for me, I did learn a number of new things. Jones shares tactics for evalua Clout provides a solid overview for creating influential web content. While it's probably too basic for the seasoned content strategist, Jones covers a wide range of topics from discovery and implementation through evaluation and adjustment. This serves the novice content strategist well, as it includes many real-world scenarios and potential pitfalls to watch out for. While some of the information served as a good review for me, I did learn a number of new things. Jones shares tactics for evaluating and implementing content. Specifically, looking for content gaps and using various forms of rhetoric, logic, and emotion are key. Jones also provides tips for using amplification, timing, and instruction successfully in your content. The book covers many of the tools and deliverables (concept models, editorial calendars, etc.) that I was hoping to find, so Clout will make a great reference for me moving forward. I recommend it as a quick & valuable read for anyone starting out in content strategy or information architecture. Key takeaway: "The more structured your content is, the freer it is."

  3. 4 out of 5

    Anabelle Bernard Fournier

    This book started well: an interesting combination of marketing, psychology and rhetoric. However, as soon we hit the later chapter, it becomes too practical and superficial. I found the early chapters interesting: they take apart the idea of "influence" and explain how to turn this to your advantage. I especially enjoyed the analysis of the goals of your content vs. what kind of attitudes or actions you want to instill in your readers. Outside of these early chapters though, I found that most of This book started well: an interesting combination of marketing, psychology and rhetoric. However, as soon we hit the later chapter, it becomes too practical and superficial. I found the early chapters interesting: they take apart the idea of "influence" and explain how to turn this to your advantage. I especially enjoyed the analysis of the goals of your content vs. what kind of attitudes or actions you want to instill in your readers. Outside of these early chapters though, I found that most of it was common sense and not very useful for someone who wants to deepen their understanding of online influence. Taken all together, this is a quick technical textbook that tells a lot of "what", but not a lot of "how" or "why". One redeeming quality: the amount of sources and suggested further reading. There's a lot of content to pick if you go read those other books.

  4. 5 out of 5

    Kevin Buckley

    Maybe if I worked for a bigger "company" I could understand and leverage some of the ideas in this book. I did grab some nuggets that I will use and some tenets that I will carry forward. It does also read like a recommendation of other people's work, which is fine, need to collect it somewhere - I have jotted down a half dozen books mentioned by the author that may prove helpful. The ending soapbox of particular segments that could benefit from this seemed misplaced for general readers. Wish she Maybe if I worked for a bigger "company" I could understand and leverage some of the ideas in this book. I did grab some nuggets that I will use and some tenets that I will carry forward. It does also read like a recommendation of other people's work, which is fine, need to collect it somewhere - I have jotted down a half dozen books mentioned by the author that may prove helpful. The ending soapbox of particular segments that could benefit from this seemed misplaced for general readers. Wish she kept that to a blog post. Luke warn recommendation in the end -

  5. 5 out of 5

    Dan

    Disappointing. The premise is good: primers in rhetoric and psychology as applied to influential communications, followed by details of how to apply those lessons to the creation of influential web content. But the detail is lacking and, ironically, the writing lacks the clout of the book's title. I made it to the end, but didn't feel it had been worth the effort. Disappointing. The premise is good: primers in rhetoric and psychology as applied to influential communications, followed by details of how to apply those lessons to the creation of influential web content. But the detail is lacking and, ironically, the writing lacks the clout of the book's title. I made it to the end, but didn't feel it had been worth the effort.

  6. 4 out of 5

    Kirsten

    There are so many blogs, articles, and books about content marketing and Web writing that instruct you to develop "compelling and persuasive content." This is the first book I've read that deconstructs this and unwraps how to make content persuasive. It provides practical background, guidelines and references. This will be one of my trusty go-to books for web writing and content strategy. There are so many blogs, articles, and books about content marketing and Web writing that instruct you to develop "compelling and persuasive content." This is the first book I've read that deconstructs this and unwraps how to make content persuasive. It provides practical background, guidelines and references. This will be one of my trusty go-to books for web writing and content strategy.

  7. 5 out of 5

    Steph! Lee

    A great book to lead through the important aspects to consider when managing and creating content for your website. I'd consider it a fantastic, must-read primer for those new to the field and a great guide for those familiar with the concepts of content strategy. A great book to lead through the important aspects to consider when managing and creating content for your website. I'd consider it a fantastic, must-read primer for those new to the field and a great guide for those familiar with the concepts of content strategy.

  8. 4 out of 5

    Mia

    It was okay--but didn't add much to what I already know. It basically repackaged the basics of good writing: know your audience, write from their perspective, make it clear what's in it for them, use active voice, find good verbs, and keep it short. It was okay--but didn't add much to what I already know. It basically repackaged the basics of good writing: know your audience, write from their perspective, make it clear what's in it for them, use active voice, find good verbs, and keep it short.

  9. 5 out of 5

    Vincent Hofmann

    A great introduction to web content. At times a little too simplistic to have much clout of its own.

  10. 5 out of 5

    Beth

    Another good book to help Web content people think about their mission.

  11. 5 out of 5

    Deepti

    This is a great starting point to understanding how to create good content for the web. It has a summary of each important aspect then suggests many resources to delve deeper.

  12. 4 out of 5

    Kevan

    A textbook, written dryly and superficially. Might prove to be a helpful reference guide as my work in this field goes on, but very little in the way of engaging or insightful material.

  13. 4 out of 5

    Michelle

    Some good points, but not jam-packed. Not enough diversity in the business case studies. Lost a bit of steam towards the end.

  14. 4 out of 5

    Francis Bacon

    Found the summary of principles (from rhetoric and psychology for example) and the practical checklists very useful. Not a long book, but clear, readable and well structured.

  15. 5 out of 5

    Hildeberto

    Disappointing. Useless. I can donate my copy to the first who ask me.

  16. 5 out of 5

    Chantal Bellemare

  17. 5 out of 5

    Homes And Hotel

  18. 5 out of 5

    Tyler

  19. 4 out of 5

    Alison Wells

  20. 4 out of 5

    Jennifer Osbon

  21. 5 out of 5

    Tormod Guldvog

  22. 5 out of 5

    Linda Fouquet

  23. 4 out of 5

    Inanc Gumus

  24. 4 out of 5

    Whitney

  25. 4 out of 5

    Nate

  26. 5 out of 5

    Scott Pierce

  27. 5 out of 5

    Stephanie

  28. 4 out of 5

    Adam Wright

  29. 4 out of 5

    Julia Kulgavchuk

  30. 4 out of 5

    David

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