Clout

The Art and Science of Influential Web Content

Author: Colleen Jones

Publisher: Pearson Education

ISBN: 9780132562911

Category: Computers

Page: 240

View: 975

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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.

Content Strategy for the Web

Author: Kristina Halvorson,Melissa Rach

Publisher: New Riders

ISBN: 0132883244

Category: Computers

Page: 216

View: 7154

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FROM CONSTANT CRISIS TO SUSTAINABLE SUCCESS BETTER CONTENT MEANS BETTER BUSINESS. Your content is a mess: the website redesigns didn’t help, and the new CMS just made things worse. Or, maybe your content is full of potential: you know new revenue and cost-savings opportunities exist, but you’re not sure where to start. How can you realize the value of content while planning for its long-term success? For organizations all over the world, Content Strategy for the Web is the go-to content strategy handbook. Read it to: Understand content strategy and its business value Discover the processes and people behind a successful content strategy Make smarter, achievable decisions about what content to create and how Find out how to build a business case for content strategy With all-new chapters, updated material, case studies, and more, the second edition of Content Strategy for the Web is an essential guide for anyone who works with content.

The Content Strategy Toolkit

Methods, Guidelines, and Templates for Getting Content Right

Author: Meghan Casey

Publisher: New Riders

ISBN: 0134105125

Category: Computers

Page: 288

View: 3261

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In this essential guide, Meghan Casey outlines a step-by-step approach for doing content strategy, from planning and creating your content to delivering and managing it. Armed with this book, you can confidently tackle difficult activities like telling your boss or client what’s wrong with their content, getting the budget to do content work, and aligning stakeholders on a common vision. Reading The Content Strategy Toolkit is like having your own personal consulting firm on retainer with a complete array of tools and tips for every challenge you’ll face. In this practical and relevant guide, you’ll learn how to: Identify problems with your content and persuade your bosses it’s worth the time and resources to do it right Make sense of your business environment and understand your audience Get stakeholders aligned on business goals and user needs Set your content strategy and decide how to measure success Create, maintain, and govern on-strategy content You’ll learn to control your content–and not have it control you.

The Content Advantage (Clout 2.0)

The Science of Succeeding at Digital Business through Effective Content

Author: Colleen Jones

Publisher: New Riders

ISBN: 0135159520

Category: Computers

Page: 288

View: 4469

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In The Content Advantage (Clout 2.0): The Science of Succeeding at Digital Business Through Effective Content, expert Colleen Jones argues that in the age of digital disruption, your company faces an important choice. The choice is not whether to do content. Every business function–from marketing to sales and from support to recruiting–demands content. The choice is whether to make your approach to content strategic and, consequently, an advantage. This book, which is the second edition of the pioneering content book Clout, offers a modernized and comprehensive approach for planning, creating, delivering, and optimizing content that will make your business thrive. Executives and practitioners alike will find value in this book as they face increasing pressure to deliver the right content to the right customers at the right time. Drawing on her in-the-trenches experience with organizations ranging from the Fortune 50 to small and medium businesses to government and nonprofits, Jones offers: Guidance on creating a content vision A primer on conducting content analysis Techniques for developing a competitive content strategy Elements and principles of effective, influential content A blueprint for developing content intelligence A maturity model for content operations Examples from diverse companies and contexts

Letting Go of the Words

Writing Web Content that Works

Author: Janice Redish

Publisher: Elsevier

ISBN: 0123859301

Category: Computers

Page: 368

View: 4440

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"Learn how to have great conversations through your site or app. Meet your business goals while satisfying your site visitors' needs. Learn how to create useful and usable content from the master - Ginny Redish. Ginny's easy-to-read style will teach you how to plan, organize, write, design, and test your content"--

Clout

Discover and Unleash Your God-Given Influence

Author: Jenni Catron

Publisher: Thomas Nelson

ISBN: 1400205697

Category: Religion

Page: 224

View: 4194

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You have clout. Have you discovered it yet? It is easy to believe that power, influence, and leadership are gifts given to a special few. But the Bible says otherwise. We all long for significance, even as we fear we will never be good enough. We listen for God, but hear only voices of doubt and practicality. Listen again. There is a call that only you can answer. Clout is power and influence. It is an undeniable trait that opens doors and moves mountains. You have it, and you can use it to change the world around you. With Scripture and stories from her own life, Jenni Catron maps out the pitfalls and clear paths on the way toward discovering and unleashing your very own clout. This is not a quest of power for power’s sake. Influence is not a guarantee of fame or fortune. It is an opportunity to use your gifts to do the extraordinary. This is a journey toward dismantling what stands in the way of your influence and leadership, discovering your God-given clout, and using it to answer God’s calling on your life. Learn about Jesus and others who sought to lead like him. Stop dreaming and start planning. Define your direction, set your goals, and confront the challenges that stand between you and the person God made you to be. Step into your sphere of influence with the humble confidence of Christ. Don’t hide. We need you. Discover your clout here.

Seeds of Change

Six Plants that Transformed Mankind

Author: Henry Hobhouse

Publisher: Counterpoint Press

ISBN: 9781593760496

Category: History

Page: 381

View: 9329

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An account of the historical influences of six commercial plants, including sugar, tea, cotton, potatoes, quinine, and coca, evaluates their role in the Atlantic slave trade, opening up of China, and establishment of multiple colonial empires. Reprint.

Killing Giants

10 Strategies to Topple the Goliath in Your Industry

Author: Stephen Denny

Publisher: Penguin

ISBN: 9781101476215

Category: Business & Economics

Page: 256

View: 3782

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Everyone thought Eric Ryan and Adam Lowry were crazy to start Method, a new cleaning products company. The category had long been dominated by P&G, Unilever, and Colgate-Palmolive. Those giants had so much clout with the retail chains that their soaps had barely needed updating for decades. But by taking advantage of its underdog position, Method carved out a very profitable niche: environmentally sound products in stylish, innovative packaging. Despite having a far smaller marketing budget than their competitors, Method connected with a substantial minority of people who wanted to "buy green" but who also wanted high-quality products. Marketing expert Stephen Denny argues that, like Method, any brand can directly challenge the giant of its category and not only survive, but thrive. While it's inconvenient to be the little guy, it can also be a blessing in disguise. Giant- killers can afford to shake things up and take bold steps. They can be faster and nimbler than giants who are too slow and hidebound to make the painful but necessary changes to stay competitive. By the time they notice that slingshot, they're already keeling over. During his two decades in the trenches, Denny has taken on quite a few giants. And he has interviewed more than seventy other giant-killers across industries- from software to cosmetics to aviation-for their most powerful techniques. Our need to work smarter, with fewer resources, isn't dependent on the state of the economy or on any sense of stability you think you have in your industry. Denny's ten powerful strategies will help you overcome stale business thinking and bureaucracy. They include: ?Win in the last three feet. Leverage someone else's investment-just be there the moment the customer grabs their wallet. ?Create "thin ice" arguments. Shift the conversation to places where the competition can't-or won't-go. ?Fight unfairly. Learn how the underdog can turn the tables. From the hypercompetitive world of social media to high-stakes business-to- business sales to the trenches of retail, Killing Giants is The Art of War for a new era. It proves that size does matter-the size of the fight in the dog.

Made In Texas

George W. Bush And The Southern Takeover Of American Politics

Author: Michael Lind

Publisher: N.A

ISBN: 9780786728299

Category: Political Science

Page: 304

View: 3556

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Everyone knows that President George W. Bush is from Texas. But few of us know the role his home state plays in his presidency, and in our country. In this dual biography of man and state, Michael Lind confronts the chief crises of Bush's presidency--the economy, the Middle East, and religious fundamentalism--and traces their roots back to Texas, a state, Lind argues, that yields salient clues to the future course of our country.Widely praised as an iconoclastic and brilliant political observer, Lind, a fifth generation Texan, chronicles the ethnic clash that produced modern Texas, the well-known plundering of the state's natural resources at the hands of its elites, and finally the deep strain of "Old Testament religiosity" which, having originated in Texas, now reaches all over the globe in the form of Bush's foreign policy.In the tradition of Gary Wills's Reagan's America, Made in Texas provides a wholly original cultural history that should change the way we understand not just our president, but our country.

The Yahoo! Style Guide

The Ultimate Sourcebook for Writing, Editing, and Creating Content for the Digital World

Author: Yahoo!,Chris Barr

Publisher: St. Martin's Griffin

ISBN: 9781429922166

Category: Reference

Page: 528

View: 3984

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WWW may be an acronym for the World Wide Web, but no one could fault you for thinking it stands for wild, wild West. The rapid growth of the Web has meant having to rely on style guides intended for print publishing, but these guides do not address the new challenges of communicating online. Enter The Yahoo! Style Guide. From Yahoo!, a leader in online content and one of the most visited Internet destinations in the world, comes the definitive reference on the essential elements of Web style for writers, editors, bloggers, and students. With topics that range from the basics of grammar and punctuation to Web-specific ways to improve your writing, this comprehensive resource will help you: - Shape your text for online reading - Construct clear and compelling copy - Write eye-catching and effective headings - Develop your site's unique voice - Streamline text for mobile users - Optimize webpages to boost your chances of appearing in search results - Create better blogs and newsletters - Learn easy fixes for your writing mistakes - Write clear user-interface text This essential sourcebook—based on internal editorial practices that have helped Yahoo! writers and editors for the last fifteen years—is now at your fingertips.

The Smashing Book #2

Author: N.A

Publisher: Smashing Magazine

ISBN: 3943075222

Category:

Page: N.A

View: 8736

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The Smashing Book 2 shares valuable practical insight into design, usability and coding. It provides professional advice for designing mobile applications and building successful e commerce websites, and it explains common coding mistakes and how to avoid them. You will explore the principles of professional design thinking and graphic design and learn how to apply psychology and game theory to create engaging user experiences. TABLE OF CONTENTS - The Principles of Good Graphic Design - Visible vs. Invisible Design - Designing Mobile User Experiences - Sketching, Wireframing and Prototyping - Red Flags (Warning Signs) in Web Development - The Future of Web Typography - Applying Game Design Principles to User Experience Design - When They Click: Psychology of Web Design and User Behavior - Design Patterns in ECommerce Websites (Study) - How to Make a Book (Like This One) This Book was written by Matt Ward, Alexander Charchar, Francisco Inchauste, Mike Rundle, Janko Jovanovic, Christian Heilmann, Vivien Anayian, Christoph Kolb, Susan Weinschenk, Steven Bradley, The Smashing Editorial Team.

Everyone's a Critic

Winning Customers in a Review-Driven World

Author: Bill Tancer

Publisher: Penguin

ISBN: 1101621486

Category: Business & Economics

Page: 256

View: 3372

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More than 70% of customers consult online reviews and take them very seriously. A disgruntled customer on Yelp might have more clout than a guidebook, magazine, or newspaper. This review-driven marketplace terrifies many businesses. But some have learnt to navigate and profit from customer reviews. Bill Tancer takes readers on a fascinating journey inside that world, to find out why one Los Angeles barber advertised his one-star reviews and how one scrappy hotel became the highest rated in London. Tancer's fascinating stories and data-driven research reveal how sites like Yelp and TripAdvisor are changing the way we interact and show how business owners can leverage online reviews to find greater success.

The World Turned Upside Down

The Global Battle over God, Truth, and Power

Author: Melanie Phillips

Publisher: Encounter Books

ISBN: 159403575X

Category: Religion

Page: 512

View: 5126

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In what we tell ourselves is an age of reason, we are behaving increasingly irrationally. An astonishing number of people subscribe to celebrity endorsed cults, Mayan armageddon prophecies, scientism, and other varieties of new age, anti-enlightenment philosophies. Millions more advance popular conspiracy theories: AIDS was created in a CIA laboratory, Princess Diana was assassinated, and the 9/11 attacks were an inside job. In The World Turned Upside Down, Melanie Phillips explains that the basic cause of this explosion of irrationality is the slow but steady marginalization of religion. We tell ourselves that faith and reason are incompatible, but the opposite is the case. It was Christianity and the Hebrew Bible, Phillips asserts, that gave us our concepts of reason, progress, and an orderly world on which science and modernity are based. Without its religious traditions, the West has drifted into mass derangement where truth and lies, right and wrong, victim and aggressor are all turned upside down. Scientists skeptical of global warming are hounded from their posts, Israel is demonized, and the US is vilified over the war on terror—all on the basis of blatant falsehoods and obscene propaganda. Worst of all, asserts Phillips, this abandonment of rationality leaves the West vulnerable to its legitimate threats. Faced with the very real challenges of spiraling demographics and violent, confrontational Islamism, the West is no longer willing or able to defend the modernity and rationalism that it once brought into being.

Move Fast and Break Things

How Facebook, Google, and Amazon Cornered Culture and Undermined Democracy

Author: Jonathan Taplin

Publisher: Little, Brown

ISBN: 0316275743

Category: Computers

Page: 320

View: 7034

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*The book that started the Techlash* A stinging polemic that traces the destructive monopolization of the Internet by Google, Facebook and Amazon, and that proposes a new future for musicians, journalists, authors and filmmakers in the digital age. Featured in New York Times' Paperback Row A New York Times Book Review Editors' ChoiceAn Amazon Best Business & Leadership Book of 2017 Longlisted for Financial Times/McKinsey Business Book of the Year 2017A strategy+business Best Business Book of 2017 Move Fast and Break Things is the riveting account of a small group of libertarian entrepreneurs who in the 1990s began to hijack the original decentralized vision of the Internet, in the process creating three monopoly firms--Facebook, Amazon, and Google--that now determine the future of the music, film, television, publishing and news industries. Jonathan Taplin offers a succinct and powerful history of how online life began to be shaped around the values of the men who founded these companies, including Peter Thiel and Larry Page: overlooking piracy of books, music, and film while hiding behind opaque business practices and subordinating the privacy of individual users in order to create the surveillance-marketing monoculture in which we now live. The enormous profits that have come with this concentration of power tell their own story. Since 2001, newspaper and music revenues have fallen by 70 percent; book publishing, film, and television profits have also fallen dramatically. Revenues at Google in this same period grew from $400 million to $74.5 billion. Today, Google's YouTube controls 60 percent of all streaming-audio business but pay for only 11 percent of the total streaming-audio revenues artists receive. More creative content is being consumed than ever before, but less revenue is flowing to the creators and owners of that content. The stakes here go far beyond the livelihood of any one musician or journalist. As Taplin observes, the fact that more and more Americans receive their news, as well as music and other forms of entertainment, from a small group of companies poses a real threat to democracy. Move Fast and Break Things offers a vital, forward-thinking prescription for how artists can reclaim their audiences using knowledge of the past and a determination to work together. Using his own half-century career as a music and film producer and early pioneer of streaming video online, Taplin offers new ways to think about the design of the World Wide Web and specifically the way we live with the firms that dominate it.

America's Constitution

A Biography

Author: Akhil Reed Amar

Publisher: Random House

ISBN: 1588364879

Category: History

Page: 672

View: 5465

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In America’s Constitution, one of this era’s most accomplished constitutional law scholars, Akhil Reed Amar, gives the first comprehensive account of one of the world’s great political texts. Incisive, entertaining, and occasionally controversial, this “biography” of America’s framing document explains not only what the Constitution says but also why the Constitution says it. We all know this much: the Constitution is neither immutable nor perfect. Amar shows us how the story of this one relatively compact document reflects the story of America more generally. (For example, much of the Constitution, including the glorious-sounding “We the People,” was lifted from existing American legal texts, including early state constitutions.) In short, the Constitution was as much a product of its environment as it was a product of its individual creators’ inspired genius. Despite the Constitution’s flaws, its role in guiding our republic has been nothing short of amazing. Skillfully placing the document in the context of late-eighteenth-century American politics, America’s Constitution explains, for instance, whether there is anything in the Constitution that is unamendable; the reason America adopted an electoral college; why a president must be at least thirty-five years old; and why–for now, at least–only those citizens who were born under the American flag can become president. From his unique perspective, Amar also gives us unconventional wisdom about the Constitution and its significance throughout the nation’s history. For one thing, we see that the Constitution has been far more democratic than is conventionally understood. Even though the document was drafted by white landholders, a remarkably large number of citizens (by the standards of 1787) were allowed to vote up or down on it, and the document’s later amendments eventually extended the vote to virtually all Americans. We also learn that the Founders’ Constitution was far more slavocratic than many would acknowledge: the “three fifths” clause gave the South extra political clout for every slave it owned or acquired. As a result, slaveholding Virginians held the presidency all but four of the Republic’s first thirty-six years, and proslavery forces eventually came to dominate much of the federal government prior to Lincoln’s election. Ambitious, even-handed, eminently accessible, and often surprising, America’s Constitution is an indispensable work, bound to become a standard reference for any student of history and all citizens of the United States.

Strategic Vision

America and the Crisis of Global Power

Author: Zbigniew Brzezinski

Publisher: Basic Books

ISBN: 0465029558

Category: Political Science

Page: 224

View: 1067

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By 1991, following the disintegration first of the Soviet bloc and then of the Soviet Union itself, the United States was left standing tall as the only global super-power. Not only the 20th but even the 21st century seemed destined to be the American centuries. But that super-optimism did not last long. During the last decade of the 20th century and the first decade of the 21st century, the stock market bubble and the costly foreign unilateralism of the younger Bush presidency, as well as the financial catastrophe of 2008 jolted America - and much of the West - into a sudden recognition of its systemic vulnerability to unregulated greed. Moreover, the East was demonstrating a surprising capacity for economic growth and technological innovation. That prompted new anxiety about the future, including even about America's status as the leading world power. This book is a response to a challenge. It argues that without an America that is economically vital, socially appealing, responsibly powerful, and capable of sustaining an intelligent foreign engagement, the geopolitical prospects for the West could become increasingly grave. The ongoing changes in the distribution of global power and mounting global strife make it all the more essential that America does not retreat into an ignorant garrison-state mentality or wallow in cultural hedonism but rather becomes more strategically deliberate and historically enlightened in its global engagement with the new East. This book seeks to answer four major questions: 1. What are the implications of the changing distribution of global power from West to East, and how is it being affected by the new reality of a politically awakened humanity? 2. Why is America's global appeal waning, how ominous are the symptoms of America's domestic and international decline, and how did America waste the unique global opportunity offered by the peaceful end of the Cold War? 3. What would be the likely geopolitical consequences if America did decline by 2025, and could China then assume America's central role in world affairs? 4. What ought to be a resurgent America's major long-term geopolitical goals in order to shape a more vital and larger West and to engage cooperatively the emerging and dynamic new East? America, Brzezinski argues, must define and pursue a comprehensive and long-term a geopolitical vision, a vision that is responsive to the challenges of the changing historical context. This book seeks to provide the strategic blueprint for that vision.

Enterprise Content Strategy

Author: Kevin Nichols

Publisher: XML Press

ISBN: 1492002127

Category: Computers

Page: 160

View: 9182

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Kevin P. Nichols' Enterprise Content Strategy: A Project Guide outlines best practices for conducting and executing content strategy projects. His book is a step-by-step guide to building an enterprise content strategy for your organization. Enterprise Content Strategy draws on Kevin Nichols' experience managing one of the largest and most successful global content strategy teams to provide an insider's look at how to build an enterprise content strategy. Full of definitions, questions you need to ask, checklists, and guidelines, this book focuses not on the what or why, but on the how.

The End of White Christian America

Author: Robert P. Jones

Publisher: Simon and Schuster

ISBN: 1501122290

Category: History

Page: 320

View: 6848

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"The founder and CEO of Public Religion Research Institute (PRRI) and columnist forThe Atlantic describes how white Protestant Christians have declined in influence and power since the 1990s and explores the effect this has had on America,"--NoveList.

If I Understood You, Would I Have This Look on My Face?

My Adventures in the Art and Science of Relating and Communicating

Author: Alan Alda

Publisher: Relating to and Communicating with Others

ISBN: 0812989147

Category: Interpersonal communication

Page: 213

View: 1914

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The beloved actor shares fascinating and powerful lessons from the science of communication, and teaches readers to improve the way they relate to others using improv games, storytelling, and their own innate mind-reading abilities. With his trademark humor and frankness, Alan Alda explains what makes the out-of-the-box techniques he developed after his years as the host of Scientific American Frontiersso effective. This book reveals what it means to be a true communicator, and how we can communicate better, in every aspect of our lives-with our friends, lovers, and families, with our doctors, in business settings, and beyond.