Clout - The Art and Science of Influential Web Content

Content is the substance of any digital experience: video, words, labels, articles, whitepapers, testimonials, and much more. Influential content reaches, engages, and resonates with people to shape their perceptions, decisions, and actions. In Clout, Second Edition, world-renowned content strategist Colleen Jones introduces eight principles and an updated, comprehensive process for planning, creating, delivering, and optimizing content that will make your business thrive. Thoroughly updated for today’s techniques, tools, trends, and opportunities, Clout, Second Edition is grounded in data and research, and focused on practical application from start to finish. Drawing on her extraordinary in-the-trenches experience with many of the world’s most sophisticated content organizations and difficult content challenges, Jones reveals exactly how to build content that’s credible and compelling to the people you care about. In an era of fake news, fabricated customer accounts, and non-stop spam, you’ll discover how to build truly trustworthy content… deliver it to the right people at the right time, at scale… motivate action!