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Clout: The Art and Science of Influential Web Content

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Clout: The Art and Science of Influential Web Content

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  • About eBook Formats
  • This eBook includes the following formats, accessible from your Account page after purchase:

    ePub EPUB The open industry format known for its reflowable content and usability on supported mobile devices.

    MOBI MOBI The eBook format compatible with the Amazon Kindle and Amazon Kindle applications.

    Adobe Reader PDF The popular standard, used most often with the free Adobe® Reader® software.

    This eBook requires no passwords or activation to read. We customize your eBook by discreetly watermarking it with your name, making it uniquely yours.

Description

  • Copyright 2011
  • Dimensions: 7" x 9"
  • Pages: 240
  • Edition: 1st
  • Book
  • ISBN-10: 0-321-73301-0
  • ISBN-13: 978-0-321-73301-6

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.

Sample Content

Online Sample Chapter

The Art and Science of Influential Web Content: What Rhetoric Really Is

Sample Pages

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
6 Plan
7 Persist through Roadblocks
8 Prepare to Evaluate
9 Evaluate with the Right Methods
10 Adjust
11 Reach the Top—But Don’t Stop
Index 

Updates

Errata

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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