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Clout: The Art and Science of Influential Web Content (Voices That Matter) Paperback – December 13, 2010

ISBN-13: 978-0321733016 ISBN-10: 0321733010 Edition: 1st
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Frequently Bought Together

Clout: The Art and Science of Influential Web Content (Voices That Matter) + Content Strategy for the Web, 2nd Edition + Content Strategy at Work: Real-world Stories to Strengthen Every Interactive Project
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Editorial Reviews

Review

"Clout is for any professional who wants to create content that people will actually care about...put this on your short-list."
Kristina Halvorson, author of Content Strategy for the Web

"Clout is worth adding to your book list. But don't limit it to just C-level suite executives or the design team. In order for content to influence, it needs to have complete buy-in from those who will be on the front line." --CMS Wire

"An amazing book for digital content marketing and content strategy practitioners." --Joe Pulizzi, co-author of Get Content, Get Customers

From the Author

More people than ever are using websites to help them make decisions. That means your web content is a huge opportunity to influence people. My goal with this book is to help you make the most of that opportunity.

I wrote this book with interactive, content, and creative strategists top of mind. But, anyone who touches web content will benefit from it. I explain principles of influence without jargon so that marketers, public relations specialists, user experience designers, web writers, technical communicators, product managers, developers, and other interactive professionals can understand. To bring the principles to life, I included hundreds of examples and many case studies.

Our websites are undergoing huge changes. They're becoming mashups of media, marketing, data, and more. To help you adapt, I explain how to plan, evaluate, and adjust your web content. I also give a glimpse into the future that is quickly becoming now.

I can't wait to hear how you apply these principles and transform your web content into a source of clout.
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Product Details

  • Series: Voices That Matter
  • Paperback: 240 pages
  • Publisher: New Riders; 1 edition (December 13, 2010)
  • Language: English
  • ISBN-10: 0321733010
  • ISBN-13: 978-0321733016
  • Product Dimensions: 7 x 0.5 x 9 inches
  • Shipping Weight: 13.6 ounces (View shipping rates and policies)
  • Average Customer Review: 4.2 out of 5 stars  See all reviews (35 customer reviews)
  • Amazon Best Sellers Rank: #120,471 in Books (See Top 100 in Books)

More 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 principal 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.

Customer Reviews

4.2 out of 5 stars

Most Helpful Customer Reviews

33 of 34 people found the following review helpful By Andrew Maier on December 30, 2010
Format: 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 history--and ends with a bang, a call to action for all web professionals.

The author, Colleen, did a great job gathering insightful case studies and overseeing the creation of illustrative diagrams. Reading about content strategy is one thing, but *seeing* it is quite another, and Clout delivers. I find it quite remarkable that such an unassuming volume delivers such a high quantity of information. Here you'll also find some of the major takeaways from books such as Groundswell and Here Comes Everybody.

So, save yourself some reading and grab a copy of Clout. For the budding content strategist, blogger, entrepreneur, etc., I highly recommend it.
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8 of 8 people found the following review helpful By Craig M. Oliver on January 17, 2011
Format: Paperback Verified Purchase
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.
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5 of 5 people found the following review helpful By JACooper on June 5, 2011
Format: 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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3 of 3 people found the following review helpful By Melody McKinnon on October 26, 2011
Format: Paperback
Having played this game since the 90's, I'm usually disappointed in books about content. Sometimes because they go on and on about nothing much at all. More often it's really not the author's fault, the book is just written for people starting at square one and I'm expecting too much.

I'm always on the hunt for something deeper. Something I can really sink my teeth into. Something tangible. Something that makes me THINK.

Colleen had me at chapter 1 - 'Same Road, Same Lack of Results'. The tricks, SEO snake oil, do this and you'll be a bazillionaire... I was oh so very tired of wading through that nonsense to find a tidbit or two of use.

Then she brings us into a practical place called reality. Our visitors are not suckers, they're not stupid, and they know when they're being played. We need to understand them so we can give them what they need, not try to manipulate them. The same goes for the entire process of creating influential content in general - we need to understand, and act based on that understanding, not attempt to manipulate factors and processes.

I'm one of those annoying individuals who has to have a five star review squeezed out of them with a giant vice. However, after spending almost an hour going back through the book searching for a negative point to balance this review with, I give up. She has earned the five stars and that's that!

If you're looking for a yellow brick road to follow to internet fame and fortune, this is not the book for you. If you're after something real to base your web strategy on, buy it, read it, refer to it often, and control your own success.
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