Clout

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.

作者简介：

Colleen Jones

享有国际盛誉的内容策略和用户体验专家，亚特兰大Content Science公司创始人。曾为美国疾病控制中心、辛格勒无线公司等诸多知名企业提供交互设计方案。个人网站：leenjones.com。

译者简介：

张敏杰

祖籍山西临汾，曾任支点网开发经理，现任北京中电普华信息技术有限公司BPM与BAM产品经理。长期从事电力行业信息系统建设，参与过SoTower开发平台、电力营销系统等核心系统研发，组织BPM平台、BAM等产品研发及应用推广，现致力于“互联网改变传统行业”的研究与实践。

王一枝

自由撰稿人，曾在北京图灵文化发展有限公司担任编辑，参与过十余本英文翻译图书的编辑出版工作。