The Art and Science of Influential Web Content

The Book

Compelling content isn't easy, but it’s the only way to influence online.

This top-selling book will guide you through planning, creating, and evaluating content with impact.  More than 152 examples and case studies throughout Clout help you make improvements to your text, images, audio, and video quickly.

  • Learn key principles of rhetoric and psychology for content.
  • Plan content by thinking through key questions and following a clear process.
  • Evaluate your content qualitatively and quantitatively.
  • Examples and case studies from Holiday Inn, Sharpie, CDC, and more.

Colleen creates a strategic plan for your company to develop persuasive information for your customers that, at the same time, is highly valuable to them. Not easy to do, and Colleen pulls it off.

Joe Pulizzi, Founder of Content Marketing Institute

There are few books I like to keep within an arm’s reach, but Clout has instantly taken its place among them.

Richard J. Ingram, Content Strategist

I have read this book twice and referred to it countless more times. I am amazed by how much useful information could be packed into 223 pages… I’d suggest you buy a copy and share with a colleague, but you might not want to give it up.

J. Todd Bennett, Executive Director of Communications + Marketing, Oglethorpe University

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.

Andrew Maier, Co-founder, UX Booth

A very powerful and immediately useful book… Jones not only gives you what you need to do, but also an in-depth discussion (and application) of rhetoric and psychology behind influential content.

Backbone Business Magazine

Colleen Jones clearly and (perhaps not surprisingly) persuasively explains how to create content that not only informs, but influences.

Mandy Brown, Curator, A Working Library

If a new outlook is in your company’s future, Clout is worth adding to your book list. But don’t limit it to just C-level suite executives or the design team. In order for content to influence, it needs to have complete buy-in from those who will be on the front line.

CMS Wire

Colleen consistently stays ahead of the curve by helping companies measure the value of content and strategize on it delivery – whatever the new technology.

Andrea Sutton, 
Vice President of Design Technology, AT&T

This is one of those books you’ll want to share with your entire team. Learning the proven techniques and developing the shared language will give your content the umph it needs to increase your organization’s competitiveness.

Jared Spool, Founder of User Interface Engineering and Cofounder of Center Centre

[The Content Advantage is] a good addition to our bookshelves. It’s more than a second edition. 

Ginny Redish, President of Redish & Associates and author of Letting Go of the Words: Writing Web Content that Works (Interactive Technologies)

I can’t wait for [The Content Advantage] to publish so I can share with my teams.

Jennifer Hofer, Content Strategy Manager at Google
The Author

"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 will help."

– Colleen Jones, CEO, Content Science

Learn More About Colleen