Clout: The Art and Science of Influential Web Content (Paperback)

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 practical examples from HowStuffWorks.com, Newell Rubbermaid, Centers for Disease Control and Prevention, and many more brands. 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 with a content brief.
• Learn how to evaluate your web content and determine whether it's making a difference.

Foreword by Karen McGrane, managing partner of Bond Art + Science

結果。每個人都想要它們，不論是為了賣更多產品、傳播好的想法，還是贏得更多資金。在我們忙碌的數位世界中，達到結果的方法是在網路上影響人們。但是如何做到呢？

廣告活動不足以達成目標。Twitter 帳號也不能保證成功。欺騙手法只會适得其反。相反地，你需要高品質、引人入勝的網路內容，吸引人們並讓他們長期參與。

《Clout》解釋了影響力的關鍵原則以及如何應用到網路內容上。在這過程中，這些原則將透過HowStuffWorks.com、Newell Rubbermaid、疾病控制與預防中心等品牌的實際例子生動呈現。這本書將幫助你：

- 發現為何單靠技術特點、行銷活動、SEO 努力或重新設計無法在網路上產生影響力。
- 瞭解引人入勝的網路內容的商業價值。
- 學習來自修辭藝術和心理學的8個影響力原則。
- 了解內容的上下文是什麼，以及為何對於影響力如此重要。
- 透過內容簡報來啟動你的內容計劃。
- 學習如何評估你的網路內容，並確定它是否有所影響。

《Clout》的前言由Bond Art + Science的合夥人Karen McGrane撰寫。