Clout: The Art and Science of Influential Web Content
Product Author Bios
Colleen Jones is principal of Atlanta-based Content Strategy, a boutique strategy consultancy with clients such as The Centers for Disease Control (CDC), Cingular Wireless (now AT and T), Intercontinental Hotels, Home Depot and other large brands. Her popular website, leenjones.com is updated daily with rich content. She has a B.A. in English and an M.A. in Technical Communication from James Madison University. She's chairman of CHI Atlanta, and participated in the IA Summit's 2009 landmark Content Strategy Consortium.
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.
32 of 33 people found the following review helpful
An awesome, succinct summary of a nascent topic,
This review is from: Clout: The Art and Science of Influential Web Content (Voices That Matter) (Paperback)First, I'd like to say that I normally don't write book reviews. Being a student of the web, I read *a lot* of material and I typically don't have time to write a reaction. But every once and a while, something strikes me as noteworthy. Clout is just such a book.
Having run an industry publication on User Experience Design for quite some time, I'm of course familiar with the discipline of Content Strategy. Unfortunately, though, running it means that most of what I read online or hear at conferences sounds the same. "Yes, I know I have to prioritize things and think strategically about content, thanks." What I like about Clout is how novel it really is. In short, Clout:
(1) Got my attention: its a new angle on what could easily be seen as a tired subject.
(2) Is very "practice" driven: I don't like reading about theory, I want to see how content strategy functions in the real world.
(3) Is for beginners and experts: Clout starts small--a bit of... Read more
8 of 8 people found the following review helpful
Web Developers who care about content should read this book,
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This review is from: Clout: The Art and Science of Influential Web Content (Voices That Matter) (Paperback)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... Read more
4 of 4 people found the following review helpful
"Clout" Speaks to Everyone Who Works on the Web,
This review is from: Clout: The Art and Science of Influential Web Content (Voices That Matter) (Paperback)The beauty of "Clout: The Art and Science of Influential Web Content" is that it addresses the needs of so many varied groups of people and does it well.
Everyone who needs to understand the power of content -- from executives to entrepreneurs, marketers and PR specialists to strategists and content creators -- will find critical, practical knowledge in this book that they can put to use immediately. And the best part is, author Colleen Jones begins the book by telling each group exactly which parts of the book they should read to get the most out of it.
As someone who's worked with web content for more than 10 years, I can say that no matter which group you fall into, "Clout" will give you a new perspective on Web content and on the people who read it and use it. Consider this book a step-by-step guide to accomplishing your online goals, whatever they may be.
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Online Sample Chapter
Download Chapter 4 Rhetoric: The Art of Influence (includes Chapter 4 and Index)
Table of Contents
Part I THE CROSSROADS
1 Same Road, Same (Lack of) Results
2 A Harder but Higher Road
Part II THE PRINCIPLES
3 Context: Where Clout Begins and Ends
4 Rhetoric: The Art of Influence
5 Psychology: The Science of Influence
Part III THE CLIMB
7 Persist through Roadblocks
8 Prepare to Evaluate
9 Evaluate with the Right Methods
11 Reach the Top—But Don’t Stop
Page 21, Brian Eisenberg (3rd para under "Attracting the Right People") Should be spelled Bryan
Page 24, Reference #6 URL should be http://www.pewinternet.org/Press-Releases/2009/The-Internets-Role-in-Campaign-2008.aspx
Page 32, Figure 3.3, incorrect figure (correct figure included with this errata file)
Page 72, Figure 4.25 should only show first/main screen, not the two pages together
Page 79, Reference #11 - Michelle Linn should be spelled Michele
Page 82, George Santana (first para under "What Psycology Really Is") Should be spelled Santayana
Page 125, Table 6.2 Issu.com should be Issuu.com
Page 144, Zerogravity.com (third para under "Small Business or Nonprofit") should be http://www.zerogravitydesign.com/
Page 176, Usabilitytesting.com (under "Types and Tools"), change to "Usertesting.com"
Page 183, COMSCORE (under Tools), correct branding is comScore
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