Clout : the art and science of influential Web content

Clout the art and science of influential Web content

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 backf...

Descripción completa

Detalles Bibliográficos
Otros Autores: Jones, Colleen author (author)
Formato: Libro electrónico
Idioma:Inglés
Publicado: [Place of publication not identified] New Riders Publishing [2011]
Edición:1st edition
Colección:Voices That Matter
Materias:
Web sites > Design
Influence (Psychology)
Web publishing
Electrical & Computer Engineering
Engineering & Applied Sciences
Telecommunications
Ver en Biblioteca Universitat Ramon Llull:https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009629232206719
Tabla de Contenidos:
  • Cover
  • Contents
  • Introduction
  • PART I: THE CROSSROADS
  • 1 Same Road, Same (Lack of) Results
  • Pushy Tricks and Small Tweaks
  • Overpromised Technology
  • SEO Snake Oil
  • Design Alone
  • Shortsighted Marketing
  • Summary
  • 2 A Harder but Higher Road
  • A New Way of Thinking
  • Web Content Is the Key to Clout
  • But, Web Content Is Hard
  • The Value: Results Now, Later, and Beyond Price
  • Summary
  • PART II: THE PRINCIPLES
  • 3 Context: Where Clout Begins and Ends
  • The Elements of Context
  • Influencing Context: A 10,000-Foot View of Clout
  • Summary
  • 4 Rhetoric: The Art of Influence
  • What Rhetoric Really Is
  • 1. The Tried-and-True Appeals
  • 2. Irresistible Identification
  • 3. Repetition That Doesn't Bore or Broadcast
  • 4. The Opportune Moment!
  • When to Use What Principles
  • Summary
  • 5 Psychology: The Science of Influence
  • What Psychology Really Is
  • 1. Framing: Guiding Attention
  • 2. Metaphor: A Tie That Binds
  • 3. Social Proof: The Value of Referrals
  • 4. Reciprocity: Give to Get
  • When to Use What Principles
  • Summary
  • PART III: THE CLIMB
  • 6 Plan
  • The Planning Predicament
  • The Answer? Six Key Questions
  • Why?
  • What?
  • Who?
  • Where?
  • When?
  • How?
  • The Content Brief: Your Answers at a Glance
  • Summary
  • 7 Persist through Roadblocks
  • Roadblocks Before Launch
  • Roadblocks While Raising Awareness
  • Roadblocks While Becoming Liked and Trusted
  • Roadblocks While Inspiring, Motivating, and Helping Action
  • Summary
  • 8 Prepare to Evaluate
  • Should Data Inform or Drive Your Content Decisions?
  • What and When Should You Evaluate?
  • Summary
  • 9 Evaluate with the Right Methods
  • Qualitative Methods: Understanding Context
  • Quantitative Methods: Measuring What's Happening
  • Summary
  • 10 Adjust
  • When Should You Change Course?
  • How Should a Web Content Decision Work?
  • Summary.
  • 11 Reach the Top-But Don't Stop
  • Use Clout Responsibly or Lose It
  • Look Ahead to New Prospects
  • Make the Most of These Opportune Moments
  • Summary
  • Recommended Reading
  • Books
  • Online Publications
  • Index.

Ejemplares similares