Customer Reviews

Clout: The Art and Science of Influential Web Content (Voices That Matter)

5 star:		(14)
4 star:		(5)
3 star:		(1)
2 star:		(1)
1 star:		(0)

 

 

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.

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.

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.

1. This book is awesome in that it lays out all aspects of a strong, effective content strategy in a simple, easy-to-digest way. Whether you're an expert content strategist, or a company just starting to think about the importance of organizing your content, you can use this book as a guide to creating a foundation to your content strategy, as well as maintaining it. The author simplifies for us what could be a daunting project, especially for larger corporations.

2. The author relies on scientific research to support her theories on content strategy. I find this approach, when paired with a good dose of creativity, reassuring, especially when there's so much talk about the importance of content right now - Colleen helps us understand why.

3. This is a book about the fundamentals - not quick, short-term tricks (which we all know don't work for long and will actually backfire). In this way, and in a world where everything else is changing so quickly, Clout, the concept and the book, is timeless.

4. I've used this book as a reference for creating content strategies for my clients - with very good results, and very happy clients.

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.

Found the book approachable, informative and practical. I good trick for a technical book. I thought the author did an excellent job creating a book that covered the topic of influencing people though web content. The amount of references included was appreciated

I've participated in the discussion on content strategy since getting into the web industry and have witnessed a huge change in attitudes and mindsets when it comes to planning web content. This is true for both clients and peers.

Yet the changes I have witnessed often represent a tactical shift in the website design process rather than a strategic shift in the way we develop web content. These shifts have led to smoother projects, a reduction in launch delay's and have mitigated the headaches that come when you ignore content and focus solely on design and technology.

But the content itself did not necessarily become more influential, even if it was organized more clearly.

Clout offers a roadmap for the creation of content that truly meets your website objectives by identifying when a type of content, or certain tone should be used. It provides insight on how to employ the principles of psychology and rhetoric so that you are properly harnessing your content to influence the user.

For me Clout brings the art of communication back to the web and equips readers with the ability to plan web content in a truly strategic fashion. I HIGHLY recommend it.

If you are an executive, an entrepreneur, a product manager, a creative, a digital marketer or just simply interested in the web, Clout is a must read ! I've worked in digital and social marketing for several years and have seen the importance and complexity of a comprehensive content strategy and plan, but never before has it been so clearly delineated as in Clout. Colleen Jones does a outstanding job of breaking things down into core elements, what parts they play, how they are useful and when to use them. Clout truly practices what it preaches in that it is influential, relevant, useful, applicable and will help to accomplish your goals. It is more than simply a proof for content strategy. It is full of contextual examples, cases studies, and diagrams that are helpful and comprehensible.

The marrow of the book is in its two largest sections titled: The Principle and The Climb. In The Principle, Colleen spends several chapters demonstrating the powerful allies that context, rhetoric and psychology can be in helping your content accomplish what you want. The Climb clearly breaks down the arduous responsibilities of a comprehensive content analysis, strategy, and plan. It will teach you the right questions that your content should be answering, the different methods by which you should be evaluating your content and when to use them. It also goes into great depth on preparing for the inevitable roadblocks as well as how to adjust as your goals and content evolves. The entire book is incredibly readable and without the overuse of jargon.

Hands down worth the purchase. It has already become a reference for me.

I have read this book twice and referred to it countless more times. I am amazed by how much useful information could be packed into 223 pages. As a consultant, I originally read the book to improve the knowledge I apply to client projects. Surprisingly, I found it equally as useful in helping to achieve "clout" for my own business. This book is not just for content or web folks, but anyone in your organization responsible for promoting the brand.

I love that the book balances theory and practice. The author provides a ton of great examples and case studies from a wide variety of industries. Nearly every page sparked an idea or pointed me to a solution to a problem I've faced. She does this while keeping ethics at the forefront. If you're looking for a book about how to manipulate your customers, this is not the book for you.

While there are many books out there on content strategy and web writing, they often fall short when it comes to evaluating the success of your efforts. This is where I think "Clout" really stands out. The author devotes two chapters to evaluation, delving into details of the art (qualitative methods) and science (quantitative methods) of content evaluation. She recommends specific methods and, most importantly, when to use them.

My copy of "Clout" lives an arm's reach away on my desk with a select few books. I'd suggest you buy a copy and share with a colleague, but you might not want to give it up.

A very powerful and immediately useful book for those of us recognizing the impact of content marketing . Jones not only gives you what you need to do, but in depth discussion (and application) of rhetoric and psychology behind influential content. This is a foundation marketing book that will have a long life as what she says is true , relevant and based on very sound strategy. Her website leenjones.com is full of very useful material. Of course if your company management is content to stick its head in the sand and miss out on the incredible opportunities out there to pull in high value clients and dramatically increase profits, then this book will just entertain you. She is a good writer which helps make this the content book of the year so far as she lays out all the whats and whys and fully shows you the hows. If you do anything in strategic and/or tactical marketing or web design this is the book for you. It will save you time, dollars and increase company profits.