- 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: 40 customer reviews
- Amazon Best Sellers Rank: #490,327 in Books (See Top 100 in Books)
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Clout: The Art and Science of Influential Web Content (Voices That Matter) 1st Edition
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"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.
Top customer reviews
Not only does Clout clearly explain why content is so important to online marketing and communication, but it goes a step further and suggests ways in which we can utilize the "Why?" and turn it into desired results for our brands and businesses.
One interesting point that Clout brings up that I thoroughly appreciated was the fact that brand content is not intended to trick or manipulate consumers - but rather provide value to consumers so that there is a true benefit; the result of which aids in developing a trusting consumer-business relationship. In other words, when brands achieve Clout, as the book suggests, both businesses and consumers benefit. Who doesn't love that scenario?
Whether you are just starting up, have been in business for some time, or are considering a re-brand, Clout offers valuable tips and insight to help you reach your goals through carefully crafted and well-strategized content.
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.
Leen Jones is an articulate, thoughtful writer - she presents the tenants of Content Strategy and the principles of persuasive content with clarity and style. Clout makes the initially daunting prospect of planning, creating and supporting great content feel very doable - I found it impossible to resist Jones's "There's work to be done - let's go!" enthusiasm, and the concrete examples and case studies she shares throughout the book really helped open my eyes to the ways that stronger content strategy could empower my online community.
While the role of "community manager" varies greatly from one organization to another, I'd strongly recommend Clout to any fellow CMs out there who are involved in content curation, managing content creators, or looking for ways to measure and reinforce the value of great content within their own organizations - I know I'll be coming back to this one for a while!
With Clout, the answer to that question is definitely yes. After reading it, I was able to take actionable insights that have changed the way I work on a daily basis. In particular, the section on measures has shifted the way I approach analyzing projects completely. There are a lot of truly wonderful books about content strategy out on the market; what sets Jones' Clout apart is her guidance on analyzing the success of your content strategy before and after your content goes live.