Clout the Art and Science of Influential Web Content

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 · 256 ratings  · xv reviews

Start your review of Clout: The Art and Science of Influential Spider web Content

Dec 14, 2010 Craig Oliver rated it it was astonishing

As a web developer, I don't get very close to the content. In fact, over the years, I've become bullheaded to it when coding clients' websites. Information technology might likewise exist "lorum ipsum" gibberish similar that found on Microsoft Word templates. Granted without this content in that location 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 kickoff, earlier co As a web programmer, I don't get very shut to the content. In fact, over the years, I've become blind to it when coding clients' websites. It might likewise be "lorum ipsum" gibberish similar that found on Microsoft Word templates. Granted without this content there would exist no websites for me to work on. Well…at least at that place shouldn't exist. There are many sites out in that location that put the technical effort into the coding and care for the content every bit an reconsideration. Content should in fact come showtime, before coding. This requires developing a proper content strategy and a plan to implement information technology.

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 back up the core principles of context, rhetoric and psychology. She advises content creators to turn off their burn hose of data, suggesting effective, proven tools to reach people. These techniques are proven to filter out the static.

This volume is a meridian resources regarding the implementation of content strategy. Clients who are inexperienced or non-technical usually don't sympathise why developers tin can't make the gibberish better. Content just isn't our forte. Ascendancy is a well-researched and administrative source for developers who want to help their clients brand content work.

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May 13, 2012 Ryan rated it really liked it

Clout provides a solid overview for creating influential web content. While it'southward probably also 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 adept review for me, I did learn a number of new things. Jones shares tactics for evalua

Clout provides a solid overview for creating influential web content. While information technology'south probably besides basic for the seasoned content strategist, Jones covers a broad range of topics from discovery and implementation through evaluation and adjustment. This serves the novice content strategist well, every bit it includes many existent-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 diverse forms of rhetoric, logic, and emotion are central. Jones besides 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 volition make a great reference for me moving forward. I recommend it every bit a quick & valuable read for anyone starting out in content strategy or information architecture. Key takeaway: "The more structured your content is, the freer information technology is."

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This book started well: an interesting combination of marketing, psychology and rhetoric. All the same, as soon nosotros hitting the later chapter, it becomes also practical and superficial.

I institute the early chapters interesting: they accept apart the thought of "influence" and explain how to turn this to your advantage. I specially 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 capacity though, I found that near of

This book started well: an interesting combination of marketing, psychology and rhetoric. All the same, as presently we striking the later chapter, it becomes too applied and superficial.

I establish the early capacity interesting: they accept apart the thought of "influence" and explain how to plough this to your advantage. I especially enjoyed the analysis of the goals of your content vs. what kind of attitudes or deportment y'all want to instill in your readers.

Outside of these early on chapters though, I found that most of it was common sense and non very useful for someone who wants to deepen their agreement 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'southward a lot of content to pick if you go read those other books.

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Possibly if I worked for a bigger "visitor" I could empathise and leverage some of the ideas in this volume. I did grab some nuggets that I will use and some tenets that I will carry frontwards.

It does too read like a recommendation of other people's work, which is fine, need to collect it somewhere -

I have jotted downward a half dozen books mentioned by the author that may bear witness helpful.

The catastrophe soapbox of particular segments that could benefit from this seemed misplaced for general readers. Wish she

Maybe if I worked for a bigger "visitor" I could sympathise and leverage some of the ideas in this book. I did grab some nuggets that I volition utilize and some tenets that I volition comport frontward.

Information technology does also read like a recommendation of other people's work, which is fine, demand to collect it somewhere -

I have jotted down a half dozen books mentioned by the author that may prove helpful.

The catastrophe 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 -

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Apr 09, 2012 Kirsten rated it really liked it

There are then many blogs, articles, and books about content marketing and Web writing that instruct yous to develop "compelling and persuasive content." This is the starting time volume I've read that deconstructs this and unwraps how to brand content persuasive. Information technology provides applied background, guidelines and references. This volition exist one of my trusty go-to books for web writing and content strategy. 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 kickoff book I've read that deconstructs this and unwraps how to brand content persuasive. It provides applied background, guidelines and references. This will be ane of my trusty go-to books for spider web writing and content strategy. ...more

Jul 01, 2012 Dan rated it it was ok

Disappointing. The premise is expert: primers in rhetoric and psychology as applied to influential communications, followed past details of how to use those lessons to the creation of influential web content. Just 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 experience it had been worth the attempt.

Disappointing. The premise is good: primers in rhetoric and psychology as applied to influential communications, followed past details of how to employ those lessons to the creation of influential spider web content. But the detail is lacking and, ironically, the writing lacks the ascendancy of the book'southward title.

I fabricated information technology to the end, only didn't feel it had been worth the effort.

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Jun 22, 2011 Steph! Lee rated information technology really liked it

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. 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. ...more

Jun 29, 2012 Mia rated it liked it

It was okay--only didn't add much to what I already know. It basically repackaged the nuts of good writing: know your audition, write from their perspective, make it articulate what's in it for them, use active voice, find proficient verbs, and keep it brusque. It was okay--only didn't add much to what I already know. It basically repackaged the nuts of good writing: know your audition, write from their perspective, go far clear what'due south in it for them, utilise active voice, discover good verbs, and go along information technology short. ...more

Constitute the summary of principles (from rhetoric and psychology for instance) and the practical checklists very useful. Not a long book, but clear, readable and well structured.

Jun 12, 2011 Beth rated it liked it

Another good book to help Web content people think nearly their mission.

A great introduction to web content. At times a little too simplistic to have much clout of its own.

Dec 12, 2011 Kevan rated it information technology was ok

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 manner of engaging or insightful cloth.

Some good points, but not jam-packed. Not enough diversity in the business case studies. Lost a bit of steam towards the cease.

Dec 24, 2012 Hildeberto rated it did non like information technology

Disappointing. Useless. I can donate my copy to the first who ask me.

Sep 24, 2016 Deepti rated information technology really liked information technology

This is a nifty starting point to agreement how to create good content for the spider web. It has a summary of each important aspect then suggests many resource to delve deeper.

A content good and Star Wars fan, Colleen Jones is the founder of Content Science, a content strategy and intelligence house where she advised or trained hundreds of the world'south leading organizations to become Jedi Masters of digital content, including 6 of the Fortune fifty, 5 of the largest U.Southward. web properties, 3 of the largest nonprofits, and 3 of the most trusted U.S. regime agencies. She al A content proficient and Star Wars fan, Colleen Jones is the founder of Content Science, a content strategy and intelligence business firm where she advised or trained hundreds of the world'southward leading organizations to go Jedi Masters of digital content, including 6 of the Fortune 50, v 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 one-time head of content at MailChimp, the marketing platform recognized past 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 mag Content Science Review, and offer online certifications through Content Science Academy. These products are withal empowering brands from American Cancer Gild to AT&T to brand content an influential force in accomplishing their goals.

Colleen has earned recognition as one of the Top 50 Nigh Influential Women in Content Marketing by a TopRank report, a Content Change Agent by Society of Technical Communication'southward 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 engineering science. Colleen speaks at conferences and corporate events around the world, from San Francisco to Sydney.

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