Content Science

the book

Book Cover for Clout: The Art & Science of Influential Web Content

Coming in December 2010

Clout offers new thinking about online persuasion that will take organizations from followers of fads to innovative influencers of what people think and do.

“I think more people write books than should write books. Colleen Jones should write a book.”

– Karen McGrane, President, Bond Art + Science

reasons to read clout

Clout brings results. Read it, and expect to

  • Learn key principles of rhetoric and psychology for content.
  • Get inspired by examples and case studies from Holiday Inn, Sharpie, CDC, and more.
  • Plan content with patterns for influence.
  • Understand your progress with a guide to evaluation.

insights

Clout offers new thinking with insights such as

  • Influence is changing what people think (attitudes) and what they do (action).
  • Use influence responsibly—or lose it quickly.
  • Now more than ever, people turn to web content like they turn to a trusted advisor.
  • Stop targeting the wrong people and start attracting the right people.

the author

Colleen Jones, Principal, Content Science

“To influence people today, companies, causes, and individuals must publish quality content on the web. I'm excited to share how key principles of rhetoric and psychology can help. And, I can't wait to hear how you use these principles to get results.”

– Colleen Jones
Principal, Content Science
About Colleen

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SAMPLE CHAPTER

Coming Soon

Strategy. Content. Results.