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Clout: The Art and Science of Influential Web Content Paperback – Dec 3 2010


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Clout: The Art and Science of Influential Web Content + Content Strategy for the Web (2nd Edition)
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Product Details

  • Paperback: 240 pages
  • Publisher: New Riders; 1 edition (Dec 3 2010)
  • Language: English
  • ISBN-10: 0321733010
  • ISBN-13: 978-0321733016
  • Product Dimensions: 17.7 x 1.2 x 22.8 cm
  • Shipping Weight: 386 g
  • Average Customer Review: 3.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: #340,719 in Books (See Top 100 in Books)
  • See Complete Table of Contents

Product Description

From the Back Cover


About the Author

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, leenjones.com 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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Format: Paperback
Clout is more of an intro to the types of content, how to plan for content, what to do when you hit roadblocks, etc., but it does a poor job of providing anything specific with respect to creating content. The part of this book that actually discusses creating content (framing, social proof, etc.) is limited to about 20 pages, while the rest is left to other things surrounding the subject of content.

If you're looking for an overall intro to content, this book is a decent read. If you're looking for specific strategies for content creation, find something else.
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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: 33 reviews
33 of 34 people found the following review helpful
An awesome, succinct summary of a nascent topic Dec 30 2010
By Andrew Maier - Published on Amazon.com
Format: Paperback
First, I'd like to say that I normally don't write book reviews. Being a student of the web, I read *a lot* of material and I typically don't have time to write a reaction. But every once and a while, something strikes me as noteworthy. Clout is just such a book.

Having run an industry publication on User Experience Design for quite some time, I'm of course familiar with the discipline of Content Strategy. Unfortunately, though, running it means that most of what I read online or hear at conferences sounds the same. "Yes, I know I have to prioritize things and think strategically about content, thanks." What I like about Clout is how novel it really is. In short, Clout:

(1) Got my attention: its a new angle on what could easily be seen as a tired subject.
(2) Is very "practice" driven: I don't like reading about theory, I want to see how content strategy functions in the real world.
(3) Is for beginners and experts: Clout starts small--a bit of history--and ends with a bang, a call to action for all web professionals.

The author, Colleen, did a great job gathering insightful case studies and overseeing the creation of illustrative diagrams. Reading about content strategy is one thing, but *seeing* it is quite another, and Clout delivers. I find it quite remarkable that such an unassuming volume delivers such a high quantity of information. Here you'll also find some of the major takeaways from books such as Groundswell and Here Comes Everybody.

So, save yourself some reading and grab a copy of Clout. For the budding content strategist, blogger, entrepreneur, etc., I highly recommend it.
8 of 8 people found the following review helpful
Web Developers who care about content should read this book Jan. 17 2011
By Craig M. Oliver - Published on Amazon.com
Format: Paperback Verified Purchase
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.
4 of 4 people found the following review helpful
"Clout" Speaks to Everyone Who Works on the Web June 5 2011
By JACooper - Published on Amazon.com
Format: Paperback
The beauty of "Clout: The Art and Science of Influential Web Content" is that it addresses the needs of so many varied groups of people and does it well.

Everyone who needs to understand the power of content -- from executives to entrepreneurs, marketers and PR specialists to strategists and content creators -- will find critical, practical knowledge in this book that they can put to use immediately. And the best part is, author Colleen Jones begins the book by telling each group exactly which parts of the book they should read to get the most out of it.

As someone who's worked with web content for more than 10 years, I can say that no matter which group you fall into, "Clout" will give you a new perspective on Web content and on the people who read it and use it. Consider this book a step-by-step guide to accomplishing your online goals, whatever they may be.
6 of 7 people found the following review helpful
Starts well, but loses interest fast. April 15 2012
By Anabelle Bernard Fournier - Published on Amazon.com
Format: Kindle Edition Verified Purchase
Back in the fall of 2011, I bought a few books about content management, hoping I would make it my career. Although this hasn't really happened (yet), I still find the books I bought useful for my PR studies and my work with several clients on their web content strategies.

Among the books I picked up is Colleen Jone's Clout: The Art and Science of Influential Web Content. This book started well: an interesting combination of marketing, psychology and rhetoric. However, as soon we hit the later chapters, it becomes too practical and superficial for my tastes.

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. I appreciated the chapters on the psychology of influence and rhetoric. If you thought that ancient Greek philosophy is irrelevant today, think again. I came out with a sudden desire to read Aristotle's Rhetoric again.

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. It has a few useful tables laying out what actions should be taken for what objective, but it ends up not going very deep into the strategic side of things. It's very much a technical book, rather than a strategic one.

Taken all together, this is a quick technical textbook that tells a lot of "what", but not a lot of "how" or "why". I could see it used in an introductory course on web content management or web content marketing, or even writing or web project management. However, for those with a mind that require theory rather than practice, this book will leave you hungry for more.

Clout has 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. She uses theory that exists in other works, but doesn't expand on them. If your interests take you deeper, then the reference list should be your first stop after you're done.
5 of 6 people found the following review helpful
Confusing guide, but good information Aug. 22 2011
By D. Greenbaum - Published on Amazon.com
Format: Paperback
This is a great reference guide about how to get respect in the digital age by creating great content that keeps people coming back. Unfortunately the book is extremely confusing and poorly organized. If only the book put into action more of its advice!

Overall the book examines web design principles and focuses on content. Is your website easy to use? Does it have a proper call to action? Various examples of quality web design are included incorporating multimedia objects along with suggestive wording to create maximum return on investment.

The references at the end of each chapter were rich with articles and books that expound upon the principles covered in each section. However the book didn't really give concrete suggestions or an action plan of how individuals could put these principles into effect. All the information in the book was great but it was extremely difficult to digest and synthesize into something useful. I enjoyed it but was unclear exactly what I got out of the book except some vague ideas of what I should and should not be doing along with a killer reading list for future study.

Pros: Quality information, great references at the end of the chapter
Cons: Confusing and overwhelming without clear direction or summarizing


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