Clout: The Art and Science of Influential Web Content - Softcover

Jones, Colleen

Softcover

ISBN 10: 0321733010 ISBN 13: 9780321733016

Publisher: New Riders Pub, 2010

Synopsis

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 practical examples from HowStuffWorks.com, Newell Rubbermaid, Centers for Disease Control and Prevention, and many more brands. 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 with a content brief.
• Learn how to evaluate your web content and determine whether it's making a difference.

Foreword by Karen McGrane, managing partner of Bond Art + Science

About this title

About the Author

Colleen Jones has led interactive strategy for Fortune 500 companies such as InterContinental Hotels Group and Cingular Wireless (now AT&T) as well as Centers for Disease Control and Prevention, the most trusted government agency in the United States. As founder of the award-winning consultancy Content Science, Colleen consults with executives and practitioners about making their web content more influential to improve user experience, build brand reputation and loyalty, make more sales, and spread good ideas.

With her M.A. in technical communication, Colleen is a 13-year veteran of the interactive industry. She was a participant in the first ever Content Strategy Consortium and the founder of Atlanta Content Strategy. Known for practical yet insightful presentations, she has spoken about the value of compelling web content at conferences everywhere from Phoenix, Arizona to Paris, France.

From the Back Cover

"I first discovered Colleen Jones's blog the spring of 2008. Her writing immediately struck me as being especially pragmatic and wonderfully applicable to the everyday challenges of content owners everywhere. Since then, I've been waiting for this book: Clout is for any professional who wants to create content that people will actually care about. Writers, marketers, user experience designers, social media professionals...put this on your short-list."

Kristina Halvorson, author of Content Strategy for the Web

Edition details

• Publisher: New Riders Pub
• Publication date: 2010
• Language: English
• ISBN 10: 0321733010
• ISBN 13: 9780321733016
• Binding: Paperback
• Edition number: 1
• Number of pages: 223