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Clout: The Art and Science of Influential Web Content
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'
Foreword by Karen McGrane, managing partner of Bond Art + Science
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'
Foreword by Karen McGrane, managing partner of Bond Art + Science
223 pages, Paperback
First published December 3, 2010
20 people are currently reading
524 people want to read
About the author
Colleen Jones
15 books13 followersA content expert and Star Wars fan, Colleen Jones is the founder of Content Science, a content strategy and intelligence firm where she advised or trained hundreds of the world's leading organizations to become Jedi Masters of digital content, including 6 of the Fortune 50, 5 of the largest U.S. web properties, 3 of the largest nonprofits, and 3 of the most trusted U.S. government agencies. She also is the former head of content at MailChimp, the marketing platform recognized by Inc. as 2017 Company of the Year.
A passionate entrepreneur, Colleen led Content Science to develop the innovative content intelligence software ContentWRX, publish the online magazine Content Science Review, and offer online certifications through Content Science Academy. These products are still empowering brands from American Cancer Society to AT&T to make content an influential force in accomplishing their goals.
Colleen has earned recognition as one of the Top 50 Most Influential Women in Content Marketing by a TopRank study, a Content Change Agent by Society of Technical Communication's Intercom Magazine, and one of the Top 50 Most Influential Content Strategists by multiple organizations. Colleen is a member of Mensa and an active supporter of women in technology. Colleen speaks at conferences and corporate events around the world, from San Francisco to Sydney.
A passionate entrepreneur, Colleen led Content Science to develop the innovative content intelligence software ContentWRX, publish the online magazine Content Science Review, and offer online certifications through Content Science Academy. These products are still empowering brands from American Cancer Society to AT&T to make content an influential force in accomplishing their goals.
Colleen has earned recognition as one of the Top 50 Most Influential Women in Content Marketing by a TopRank study, a Content Change Agent by Society of Technical Communication's Intercom Magazine, and one of the Top 50 Most Influential Content Strategists by multiple organizations. Colleen is a member of Mensa and an active supporter of women in technology. Colleen speaks at conferences and corporate events around the world, from San Francisco to Sydney.
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Displaying 1 - 15 of 15 reviews
January 18, 2011
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.
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.
April 15, 2012
This book started well: an interesting combination of marketing, psychology and rhetoric. However, as soon we hit the later chapter, it becomes too practical and superficial.
I found the early chapters interesting: they take apart the idea of "influence" and explain how to turn this to your advantage. I especially enjoyed the analysis of the goals of your content vs. what kind of attitudes or actions you want to instill in your readers.
Outside of these early chapters though, I found that most of it was common sense and not very useful for someone who wants to deepen their understanding of online influence.
Taken all together, this is a quick technical textbook that tells a lot of "what", but not a lot of "how" or "why".
One redeeming quality: the amount of sources and suggested further reading. There's a lot of content to pick if you go read those other books.
I found the early chapters interesting: they take apart the idea of "influence" and explain how to turn this to your advantage. I especially enjoyed the analysis of the goals of your content vs. what kind of attitudes or actions you want to instill in your readers.
Outside of these early chapters though, I found that most of it was common sense and not very useful for someone who wants to deepen their understanding of online influence.
Taken all together, this is a quick technical textbook that tells a lot of "what", but not a lot of "how" or "why".
One redeeming quality: the amount of sources and suggested further reading. There's a lot of content to pick if you go read those other books.
May 5, 2012
There are so many blogs, articles, and books about content marketing and Web writing that instruct you to develop "compelling and persuasive content." This is the first book I've read that deconstructs this and unwraps how to make content persuasive. It provides practical background, guidelines and references. This will be one of my trusty go-to books for web writing and content strategy.
May 16, 2012
Clout provides a solid overview for creating influential web content. While it's probably too basic for the seasoned content strategist, Jones covers a wide range of topics from discovery and implementation through evaluation and adjustment. This serves the novice content strategist well, as it includes many real-world scenarios and potential pitfalls to watch out for.
While some of the information served as a good review for me, I did learn a number of new things. Jones shares tactics for evaluating and implementing content. Specifically, looking for content gaps and using various forms of rhetoric, logic, and emotion are key. Jones also provides tips for using amplification, timing, and instruction successfully in your content. The book covers many of the tools and deliverables (concept models, editorial calendars, etc.) that I was hoping to find, so Clout will make a great reference for me moving forward. I recommend it as a quick & valuable read for anyone starting out in content strategy or information architecture. Key takeaway: "The more structured your content is, the freer it is."
While some of the information served as a good review for me, I did learn a number of new things. Jones shares tactics for evaluating and implementing content. Specifically, looking for content gaps and using various forms of rhetoric, logic, and emotion are key. Jones also provides tips for using amplification, timing, and instruction successfully in your content. The book covers many of the tools and deliverables (concept models, editorial calendars, etc.) that I was hoping to find, so Clout will make a great reference for me moving forward. I recommend it as a quick & valuable read for anyone starting out in content strategy or information architecture. Key takeaway: "The more structured your content is, the freer it is."
February 28, 2013
Maybe if I worked for a bigger "company" I could understand and leverage some of the ideas in this book. I did grab some nuggets that I will use and some tenets that I will carry forward.
It does also read like a recommendation of other people's work, which is fine, need to collect it somewhere -
I have jotted down a half dozen books mentioned by the author that may prove helpful.
The ending soapbox of particular segments that could benefit from this seemed misplaced for general readers. Wish she kept that to a blog post.
Luke warn recommendation in the end -
It does also read like a recommendation of other people's work, which is fine, need to collect it somewhere -
I have jotted down a half dozen books mentioned by the author that may prove helpful.
The ending soapbox of particular segments that could benefit from this seemed misplaced for general readers. Wish she kept that to a blog post.
Luke warn recommendation in the end -
August 29, 2014
Disappointing. The premise is good: primers in rhetoric and psychology as applied to influential communications, followed by details of how to apply those lessons to the creation of influential web content. But the detail is lacking and, ironically, the writing lacks the clout of the book's title.
I made it to the end, but didn't feel it had been worth the effort.
June 23, 2011
A great book to lead through the important aspects to consider when managing and creating content for your website. I'd consider it a fantastic, must-read primer for those new to the field and a great guide for those familiar with the concepts of content strategy.
June 29, 2012
It was okay--but didn't add much to what I already know. It basically repackaged the basics of good writing: know your audience, write from their perspective, make it clear what's in it for them, use active voice, find good verbs, and keep it short.
April 20, 2015
Found the summary of principles (from rhetoric and psychology for example) and the practical checklists very useful. Not a long book, but clear, readable and well structured.
September 10, 2011
Another good book to help Web content people think about their mission.
September 13, 2011
A great introduction to web content. At times a little too simplistic to have much clout of its own.
January 1, 2012
A textbook, written dryly and superficially. Might prove to be a helpful reference guide as my work in this field goes on, but very little in the way of engaging or insightful material.
June 14, 2012
Some good points, but not jam-packed. Not enough diversity in the business case studies. Lost a bit of steam towards the end.
May 22, 2015
Disappointing. Useless. I can donate my copy to the first who ask me.
September 24, 2016
This is a great starting point to understanding how to create good content for the web. It has a summary of each important aspect then suggests many resources to delve deeper.
Displaying 1 - 15 of 15 reviews