Clout: The Art and Science of Influential Web Content

Front Cover
Pearson Education, Dec 3, 2010 - Computers - 240 pages
8 Reviews
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 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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Review: Clout: The Art and Science of Influential Web Content

User Review  - Goodreads

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 ... Read full review

Review: Clout: The Art and Science of Influential Web Content

User Review  - Goodreads

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 ... Read full review


The Crossroads
1 Same Road Same Lack of Results
2 A Harder but Higher Road
The Principles
Where Clout Begins and Ends
The Art of Influence
The Science of Influence
6 Plan
7 Persist Through Roadblocks
8 Prepare to Evaluate
9 Evaluate with the Right Methods
10 Adjust
11 Reach the TopBut Dont Stop
Recommended Reading

The Climb

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About the author (2010)

Colleen Jones is principal of Atlanta-based Content Strategy, a boutique strategy consultancy with clients such as The Centers for Disease Control (CDC), Cingular Wireless (now AT and T), Intercontinental Hotels, Home Depot and other large brands. Her popular website, is updated daily with rich content. She has a B.A. in English and an M.A. in Technical Communication from James Madison University. She's chairman of CHI Atlanta, and participated in the IA Summit's 2009 landmark Content Strategy Consortium.

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