Clout The Art and Science of Influential Web Content

ISBN-10: 0321733010

ISBN-13: 9780321733016

Edition: 2011 (Revised)

Authors: Colleen Jones
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Description: 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. Cloutexplains the key principles of influence and how to apply them to web content. Along the way, those principles come to life with lots of practical examples. 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 over time with patterns and diagrams. Learn the basics of evaluation to determine whether your web content is making a difference.

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Book details

List price: $39.99
Copyright year: 2011
Publisher: Pearson Education
Publication date: 12/3/2010
Binding: Paperback
Pages: 240
Size: 7.25" wide x 9.25" long x 0.50" tall
Weight: 1.100
Language: English

The Crossroads
Same Road, Same (Lack of) Results
A Harder but Higher Road
The Principles
Context: Where Clout Begins and Ends
Rhetoric: the Art of Influence
Psychology: the Science of Influence
The Climb
Plan
Persist through Roadblocks
Prepare to Evaluate
Evaluate with the Right Methods
Adjust
Reach the Top But Don't Stop
Index
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