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.
FROM CONSTANT CRISIS TO SUSTAINABLE SUCCESS BETTER CONTENT MEANS BETTER BUSINESS. Your content is a mess: the website redesigns didn’t help, and the new CMS just made things worse. Or, maybe your content is full of potential: you know new revenue and cost-savings opportunities exist, but you’re not sure where to start. How can you realize the value of content while planning for its long-term success? For organizations all over the world, Content Strategy for the Web is the go-to content strategy handbook. Read it to: Understand content strategy and its business value Discover the processes and people behind a successful content strategy Make smarter, achievable decisions about what content to create and how Find out how to build a business case for content strategy With all-new chapters, updated material, case studies, and more, the second edition of Content Strategy for the Web is an essential guide for anyone who works with content.
In this essential guide, Meghan Casey outlines a step-by-step approach for doing content strategy, from planning and creating your content to delivering and managing it. Armed with this book, you can confidently tackle difficult activities like telling your boss or client what’s wrong with their content, getting the budget to do content work, and aligning stakeholders on a common vision. Reading The Content Strategy Toolkit is like having your own personal consulting firm on retainer with a complete array of tools and tips for every challenge you’ll face. In this practical and relevant guide, you’ll learn how to: Identify problems with your content and persuade your bosses it’s worth the time and resources to do it right Make sense of your business environment and understand your audience Get stakeholders aligned on business goals and user needs Set your content strategy and decide how to measure success Create, maintain, and govern on-strategy content You’ll learn to control your content–and not have it control you.
Author: Colleen Jones
Publisher: New Riders
Release Date: 2018-07-13
In The Content Advantage (Clout 2.0): The Science of Succeeding at Digital Business Through Effective Content, expert Colleen Jones argues that in the age of digital disruption, your company faces an important choice. The choice is not whether to do content. Every business function–from marketing to sales and from support to recruiting–demands content. The choice is whether to make your approach to content strategic and, consequently, an advantage. This book, which is the second edition of the pioneering content book Clout, offers a modernized and comprehensive approach for planning, creating, delivering, and optimizing content that will make your business thrive. Executives and practitioners alike will find value in this book as they face increasing pressure to deliver the right content to the right customers at the right time. Drawing on her in-the-trenches experience with organizations ranging from the Fortune 50 to small and medium businesses to government and nonprofits, Jones offers: Guidance on creating a content vision A primer on conducting content analysis Techniques for developing a competitive content strategy Elements and principles of effective, influential content A blueprint for developing content intelligence A maturity model for content operations Examples from diverse companies and contexts
Curling legend Colleen Jones opens up about her extraordinary career and life Curling is possibly the most beloved sport across Canada, and Colleen Jones has been one of its brightest stars. She was only nineteen years old when she won her first provincial championship, and she became the youngest skip, at age twenty-two, ever to win the Canadian women's curling championship: the Tournament of Hearts. She went on to win it a total of six times, with an unprecedented four in a row in the early 2000s, along with her two world championships. No other women’s team has matched that record. Here, she tells the stories of her remarkable career—from the pure joy of the game to outworking her competition, year after year, always striving to be just a little bit better. But Colleen’s story is about more than a love of curling. As a champion at the pinnacle of her sport, as a popular CBC broadcaster, and as a mother of two, Colleen Jones seemed to have it all. Then a serious illness struck, and threatened ti rob her of all she had worked for. But Colleen, determined as ever, emerged with a renewed love of life and a powerful message about achieving authentic personal fulfillment. Throwing Rocks at Houses is a candid, charming and thoughtful story about rising to the top only to learn how easily it can all be taken away. Whether career, family, or personal health, her amazing journey reveals, more than anything, all that matters most in life. From the Hardcover edition.
"Learn how to have great conversations through your site or app. Meet your business goals while satisfying your site visitors' needs. Learn how to create useful and usable content from the master - Ginny Redish. Ginny's easy-to-read style will teach you how to plan, organize, write, design, and test your content"--
Author: Stephen Denny
Release Date: 2011-03-31
Genre: Business & Economics
Everyone thought Eric Ryan and Adam Lowry were crazy to start Method, a new cleaning products company. The category had long been dominated by P&G, Unilever, and Colgate-Palmolive. Those giants had so much clout with the retail chains that their soaps had barely needed updating for decades. But by taking advantage of its underdog position, Method carved out a very profitable niche: environmentally sound products in stylish, innovative packaging. Despite having a far smaller marketing budget than their competitors, Method connected with a substantial minority of people who wanted to "buy green" but who also wanted high-quality products. Marketing expert Stephen Denny argues that, like Method, any brand can directly challenge the giant of its category and not only survive, but thrive. While it's inconvenient to be the little guy, it can also be a blessing in disguise. Giant- killers can afford to shake things up and take bold steps. They can be faster and nimbler than giants who are too slow and hidebound to make the painful but necessary changes to stay competitive. By the time they notice that slingshot, they're already keeling over. During his two decades in the trenches, Denny has taken on quite a few giants. And he has interviewed more than seventy other giant-killers across industries- from software to cosmetics to aviation-for their most powerful techniques. Our need to work smarter, with fewer resources, isn't dependent on the state of the economy or on any sense of stability you think you have in your industry. Denny's ten powerful strategies will help you overcome stale business thinking and bureaucracy. They include: ?Win in the last three feet. Leverage someone else's investment-just be there the moment the customer grabs their wallet. ?Create "thin ice" arguments. Shift the conversation to places where the competition can't-or won't-go. ?Fight unfairly. Learn how the underdog can turn the tables. From the hypercompetitive world of social media to high-stakes business-to- business sales to the trenches of retail, Killing Giants is The Art of War for a new era. It proves that size does matter-the size of the fight in the dog.
This is not another SEO book written for marketing professionals. Between these covers you’ll find practical advice and examples for people who build websites aiming to reach their target audience. Each chapter will introduce you to best practices and fresh perspectives on how to accomplish these simple, yet indispensable goals: Help more people find your site Help users find content within your site Encourage return visits The path this book travels through the villages of Web standards, accessibility, and contemporary technologies like Ajax, APIs, Flash, and microformats. You’ll find the big ideas behind these technologies and real world examples, illustrating that you don’t have to compromise the user experience to create search engine friendly, findable websites. Although this book illuminates a broad range of findability strategies, one common theme pervades: Web standards + compelling content = improved findability = more successful sites You’ll find even more findability guidance on the book’s companion website (http://buildingfindablewebsites.com) including 5 bonus chapters.
Author: Akhil Reed Amar
Publisher: Random House
Release Date: 2012-02-29
In America’s Constitution, one of this era’s most accomplished constitutional law scholars, Akhil Reed Amar, gives the first comprehensive account of one of the world’s great political texts. Incisive, entertaining, and occasionally controversial, this “biography” of America’s framing document explains not only what the Constitution says but also why the Constitution says it. We all know this much: the Constitution is neither immutable nor perfect. Amar shows us how the story of this one relatively compact document reflects the story of America more generally. (For example, much of the Constitution, including the glorious-sounding “We the People,” was lifted from existing American legal texts, including early state constitutions.) In short, the Constitution was as much a product of its environment as it was a product of its individual creators’ inspired genius. Despite the Constitution’s flaws, its role in guiding our republic has been nothing short of amazing. Skillfully placing the document in the context of late-eighteenth-century American politics, America’s Constitution explains, for instance, whether there is anything in the Constitution that is unamendable; the reason America adopted an electoral college; why a president must be at least thirty-five years old; and why–for now, at least–only those citizens who were born under the American flag can become president. From his unique perspective, Amar also gives us unconventional wisdom about the Constitution and its significance throughout the nation’s history. For one thing, we see that the Constitution has been far more democratic than is conventionally understood. Even though the document was drafted by white landholders, a remarkably large number of citizens (by the standards of 1787) were allowed to vote up or down on it, and the document’s later amendments eventually extended the vote to virtually all Americans. We also learn that the Founders’ Constitution was far more slavocratic than many would acknowledge: the “three fifths” clause gave the South extra political clout for every slave it owned or acquired. As a result, slaveholding Virginians held the presidency all but four of the Republic’s first thirty-six years, and proslavery forces eventually came to dominate much of the federal government prior to Lincoln’s election. Ambitious, even-handed, eminently accessible, and often surprising, America’s Constitution is an indispensable work, bound to become a standard reference for any student of history and all citizens of the United States.
Content strategy is the web's hottest new thing. But where did it come from? Why does it matter? And what does the content renaissance mean for you? This brief guide explores content strategy's roots, and quickly and expertly demonstrates not only how it's done, but how you can do it well. A compelling read for both experienced content strategists and those making the transition from other fields.--Back cover.
Author: Mark A. Noll
Publisher: Wm. B. Eerdmans Publishing
Release Date: 1995-10-19
"The scandal of the evangelical mind is that there is not much of an evangelical mind." So begins this award-winning intellectual history and critique of the evangelical movement by one of evangelicalism's most respected historians. Unsparing in his judgment, Mark Noll ask why the largest single group of religious Americans--who enjoy increasing wealth, status, and political influence--have contributed so little to rigorous intellectual scholarship in North America. In nourishing believers in the simple truths of the gospel, why have evangelicals failed at sustaining a serious intellectual life and abandoned the universities, the arts, and other realms of "high" culture? Noll is probing and forthright in his analysis of how this situation came about, but he doesn't end there. Challenging the evangelical community, he sets out to find, within evangelicalism itself, resources for turning the situation around.
Author: Jenni Catron
Publisher: Thomas Nelson
Release Date: 2014-01-28
You have clout. Have you discovered it yet? It is easy to believe that power, influence, and leadership are gifts given to a special few. But the Bible says otherwise. We all long for significance, even as we fear we will never be good enough. We listen for God, but hear only voices of doubt and practicality. Listen again. There is a call that only you can answer. Clout is power and influence. It is an undeniable trait that opens doors and moves mountains. You have it, and you can use it to change the world around you. With Scripture and stories from her own life, Jenni Catron maps out the pitfalls and clear paths on the way toward discovering and unleashing your very own clout. This is not a quest of power for power’s sake. Influence is not a guarantee of fame or fortune. It is an opportunity to use your gifts to do the extraordinary. This is a journey toward dismantling what stands in the way of your influence and leadership, discovering your God-given clout, and using it to answer God’s calling on your life. Learn about Jesus and others who sought to lead like him. Stop dreaming and start planning. Define your direction, set your goals, and confront the challenges that stand between you and the person God made you to be. Step into your sphere of influence with the humble confidence of Christ. Don’t hide. We need you. Discover your clout here.
Author: Tyler Colman
Publisher: Univ of California Press
Release Date: 2010-11-10
"Kudos to Tyler Colman for this illuminating look at wine's fascinating backstory. This excellent overview of how important politics is to the taste of the wine in your glass is a new kind of wine book, essential for every wine lover's bookshelf."—Elin McCoy, author of The Emperor of Wine: The Rise of Robert M. Parker, Jr. and the Reign of American Taste "In shrewdly examining how politics influences the production, distribution, and consumption of wine on both sides of the Atlantic, Tyler Colman has written a much-needed and long-overdue book. Wine Politics won't necessarily make you a better taster, but it will unquestionably make you a more enlightened drinker."—Mike Steinberger, wine columnist for Slate magazine
Author: K. A. Bedford
Publisher: EDGE Science Fiction and Fantasy Publishing
Release Date: 2012-03-01
What if you could get your hands on one of these?The heartbreaking story of reckless young love and a tricked out time machine that, in the wrong hands, could destroy the universe! "K. A. Bedford does a really good job exploring the societal impact of a huge technology." — Paul Lappen In a world where time machines are cheap and portable, ex-cop Aloysius 'Spider' Webb is eking out a living as a time machine repairman. "Spider is described as “a good man in a bad situation,” which I take to mean a schlemiel who labors to be a mensch." —Chris R. Paige, Book Nook"One of science fiction’s unexpected pleasures in recent years..." —Kirkus ReviewsWinner of the Australian Tin Duck Award."Well-written and fast-paced. Paradox Resolution should appeal to those who enjoy a detective story and the scientific types who like to try and unravel the quantum workings of time travel." —Ronald Hore, CM magazineABOUT THE BOOK:Aloysius "Spider" Webb is a good man in a bad situation.Aloysius "Spider" Webb fixes time machines for a living. He hates his job; he hates his life, and hates time travel even more. He’s a hard working Australian bloke — a good man in a bad situation who is willing to do almost anything to regain his self-respect and the affection of his nearly ex-wife, Molly; a mad sculptress on her way to international fame and fortune.Spider's life and his world are changing. After quitting the Western Australian Police Service, Spider studied to become a time machine repair mechanic, eking out a sparse living fixing broken down machines. But the repair business isn’t what it used to be. Once, time machines were as big as cars; but now they're smaller and compact, portable, and cost too much to get fixed so it's easier for people to simply buy a new one. Times are tough and there is no end in sight.Meanwhile, Spider's new boss at the Time Machines Repaired While-U-Wait franchise needs help: his secretly built, totally illegal, radically overclocked, hotrod time machine has been stolen, and Spider is the right man to get it back before it falls into the wrong hands, or worse inadvertently destroys the entire universe.Spider's journey begins with a simple favor to help his almost ex-wife, Molly, and moves to the icy wastes of the far, far future.Surprise and shock are the only constants in Spider’s life; why should this job be any different?
Author: Bill Tancer
Release Date: 2014-10-16
Genre: Business & Economics
More than 70% of customers consult online reviews and take them very seriously. A disgruntled customer on Yelp might have more clout than a guidebook, magazine, or newspaper. This review-driven marketplace terrifies many businesses. But some have learnt to navigate and profit from customer reviews. Bill Tancer takes readers on a fascinating journey inside that world, to find out why one Los Angeles barber advertised his one-star reviews and how one scrappy hotel became the highest rated in London. Tancer's fascinating stories and data-driven research reveal how sites like Yelp and TripAdvisor are changing the way we interact and show how business owners can leverage online reviews to find greater success.