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.
The Art and Science of Influential Web Content
Author: Colleen Jones
Publisher: Pearson Education
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.
Author: Kristina Halvorson,Melissa Rach
Publisher: New Riders
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
The Science of Succeeding at Digital Business through Effective Content
Author: Colleen Jones
Publisher: New Riders
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.
Methods, Guidelines, and Templates for Getting Content Right
Author: Meghan Casey
Publisher: New Riders
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.
My Life in and out of Curling
Author: Colleen Jones,Perry Lefko
Category: Biography & Autobiography
"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: Mark A. Noll
Publisher: Wm. B. Eerdmans Publishing
"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"--
Writing Web Content that Works
Author: Janice Redish
An account of the historical influences of six commercial plants, including sugar, tea, cotton, potatoes, quinine, and coca, evaluates their role in the Atlantic slave trade, opening up of China, and establishment of multiple colonial empires. Reprint.
Six Plants that Transformed Mankind
Author: Henry Hobhouse
Publisher: Counterpoint Press
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.
10 Strategies to Topple the Goliath in Your Industry
Author: Stephen Denny
Category: Business & Economics
"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
How Governments, Environmentalists, Mobsters, and Critics Influence the Wines We Drink
Author: Tyler Colman
Publisher: Univ of California Press
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.
Discover and Unleash Your God-Given Influence
Author: Jenni Catron
Publisher: Thomas Nelson
Enthralling and explosive, Prophets of War is an exposé of America's largest military contractor, Lockheed Martin. When President Dwight D. Eisenhower gave his famous warning about the dangers of the military industrial complex, he never would have dreamed that a company could accumulate the kind of power and influence now wielded by this behemoth company. As a full-service weapons maker, Lockheed Martin receives over 25 billion per year in Pentagon contracts. From aircraft and munitions, to the abysmal Star Wars missile defense program, to the spy satellites that the NSA has used to monitor Americans' phone calls without their knowledge, Lockheed Martin's reaches into all areas of US defense and American life. William Hartung's meticulously researched history follows the company's meteoric growth and explains how this arms industry giant has shaped US foreign policy for decades.
Lockheed Martin and the Making of the Military-Industrial Complex
Author: William D. Hartung
Publisher: Nation Books
Category: Political Science
An inside look at the secretive world of elite philanthropists--and how they're quietly wielding ever more power to shape American life in ways both good and bad. While media attention focuses on famous philanthropists such as Bill Gates and Charles Koch, thousands of donors are at work below the radar promoting a wide range of causes. David Callahan charts the rise of these new power players and the ways they are converting the fortunes of a second Gilded Age into influence. He shows how this elite works behind the scenes on education, the environment, science, LGBT rights, and many other issues--with deep impact on government policy. Above all, he shows that the influence of the Givers is only just beginning, as new waves of billionaires like Mark Zuckerberg turn to philanthropy. Based on extensive research and interviews with countless donors and policy experts, this is not a brief for or against the Givers, but a fascinating investigation of a power shift in American society that has implications for us all.
Wealth, Power, and Philanthropy in a New Gilded Age
Author: David Callahan
Category: POLITICAL SCIENCE
An in-depth look at the influence of fans—society’s alpha consumers—on our lives and culture. As fandom sheds its longtime stigmas of geekiness and hysteria, fans are demanding more from the celebrities and brands they love. Digital tools have given organizations—from traditional businesses to tech startups—direct, real-time access to their most devoted consumers, and it’s easy to forget that this access flows both ways. This is the new “fandom-based economy”: a convergence of brand owner and brand consumer. Fan pressures hold more clout than ever before as audiences demand a say in shaping the future of the things they love. In Superfandom, Zoe Fraade-Blanar and Aaron M. Glazer explain this new era of symbiosis. For producers, it can mean a golden opportunity: brands such as Polaroid and Surge, preserved by the passion of a handful of nostalgic fans, can now count on an articulate, creative, and, above all, loyal audience. Yet, the new economy has its own risks—it’s also easier than ever for companies to lose their audience’s trust, as Valve did when it tried to introduce a paid mod system for its Skyrim video game. Examining key cases that span a wide range of consumer markets, Fraade-Blanar and Glazer explain why some kinds of engagement with fans succeed and some backfire. Throughout, the authors probe fandom’s history, sociology, and psychology. From the nineteenth-century American Alice Drake, who bribed her way into the houses of her favorite European composers, to Hatsune Miku, the Japanese virtual celebrity whose songs are composed entirely by fans, the dynamics of fandom—the activities we perform to show we belong to a group of people with common interests—may be as old as culture itself. For groupies of financier Warren Buffet and enthusiasts of Cards Against Humanity alike, the consumer relationship has been transformed. Superfandom is an essential guide for those who care about, contribute to, and live in our rapidly expanding fan-driven economy.
Author: Zoe Fraade-Blanar,Aaron M. Glazer
Publisher: W. W. Norton & Company
Category: Business & Economics
In what we tell ourselves is an age of reason, we are behaving increasingly irrationally. An astonishing number of people subscribe to celebrity endorsed cults, Mayan armageddon prophecies, scientism, and other varieties of new age, anti-enlightenment philosophies. Millions more advance popular conspiracy theories: AIDS was created in a CIA laboratory, Princess Diana was assassinated, and the 9/11 attacks were an inside job. In The World Turned Upside Down, Melanie Phillips explains that the basic cause of this explosion of irrationality is the slow but steady marginalization of religion. We tell ourselves that faith and reason are incompatible, but the opposite is the case. It was Christianity and the Hebrew Bible, Phillips asserts, that gave us our concepts of reason, progress, and an orderly world on which science and modernity are based. Without its religious traditions, the West has drifted into mass derangement where truth and lies, right and wrong, victim and aggressor are all turned upside down. Scientists skeptical of global warming are hounded from their posts, Israel is demonized, and the US is vilified over the war on terror—all on the basis of blatant falsehoods and obscene propaganda. Worst of all, asserts Phillips, this abandonment of rationality leaves the West vulnerable to its legitimate threats. Faced with the very real challenges of spiraling demographics and violent, confrontational Islamism, the West is no longer willing or able to defend the modernity and rationalism that it once brought into being.
The Global Battle over God, Truth, and Power
Author: Melanie Phillips
Publisher: Encounter Books
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.
Web Standards, SEO, and Beyond
Author: Aarron Walter
Publisher: Peachpit Press
WWW may be an acronym for the World Wide Web, but no one could fault you for thinking it stands for wild, wild West. The rapid growth of the Web has meant having to rely on style guides intended for print publishing, but these guides do not address the new challenges of communicating online. Enter The Yahoo! Style Guide. From Yahoo!, a leader in online content and one of the most visited Internet destinations in the world, comes the definitive reference on the essential elements of Web style for writers, editors, bloggers, and students. With topics that range from the basics of grammar and punctuation to Web-specific ways to improve your writing, this comprehensive resource will help you: - Shape your text for online reading - Construct clear and compelling copy - Write eye-catching and effective headings - Develop your site's unique voice - Streamline text for mobile users - Optimize webpages to boost your chances of appearing in search results - Create better blogs and newsletters - Learn easy fixes for your writing mistakes - Write clear user-interface text This essential sourcebook—based on internal editorial practices that have helped Yahoo! writers and editors for the last fifteen years—is now at your fingertips.
The Ultimate Sourcebook for Writing, Editing, and Creating Content for the Digital World
Author: Yahoo!,Chris Barr
Publisher: St. Martin's Griffin
"The founder and CEO of Public Religion Research Institute (PRRI) and columnist forThe Atlantic describes how white Protestant Christians have declined in influence and power since the 1990s and explores the effect this has had on America,"--NoveList.
Author: Robert P. Jones
Publisher: Simon and Schuster