Clout

Author: Colleen Jones
Publisher: Pearson Education
ISBN: 9780132562911
Format: PDF, ePub
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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
Publisher: New Riders
ISBN: 0132883244
Format: PDF, ePub, Docs
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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 Advantage Clout 2 0

Author: Colleen Jones
Publisher: New Riders
ISBN: 0135159520
Format: PDF, Mobi
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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

The Content Strategy Toolkit

Author: Meghan Casey
Publisher: New Riders
ISBN: 0134105125
Format: PDF, ePub, Mobi
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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.

Throwing Rocks at Houses

Author: Colleen Jones
Publisher: Penguin
ISBN: 0143196138
Format: PDF
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Curling legend Colleen Jones opens up about her extraordinary career and life Curling is possibly the most beloved sport across Canada, and Colleen Jones has been one of its brightest stars. She was only nineteen years old when she won her first provincial championship, and she became the youngest skip, at age twenty-two, ever to win the Canadian women's curling championship: the Tournament of Hearts. She went on to win it a total of six times, with an unprecedented four in a row in the early 2000s, along with her two world championships. No other women’s team has matched that record. Here, she tells the stories of her remarkable career—from the pure joy of the game to outworking her competition, year after year, always striving to be just a little bit better. But Colleen’s story is about more than a love of curling. As a champion at the pinnacle of her sport, as a popular CBC broadcaster, and as a mother of two, Colleen Jones seemed to have it all. Then a serious illness struck, and threatened ti rob her of all she had worked for. But Colleen, determined as ever, emerged with a renewed love of life and a powerful message about achieving authentic personal fulfillment. Throwing Rocks at Houses is a candid, charming and thoughtful story about rising to the top only to learn how easily it can all be taken away. Whether career, family, or personal health, her amazing journey reveals, more than anything, all that matters most in life. From the Hardcover edition.

Letting Go of the Words

Author: Janice Redish
Publisher: Elsevier
ISBN: 0123859301
Format: PDF, Docs
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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"--

The Elements of Content Strategy

Author: Erin Kissane
Publisher:
ISBN: 9780984442553
Format: PDF, ePub, Docs
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Content strategy is the web's hottest new thing. But where did it come from? Why does it matter? And what does the content renaissance mean for you? This brief guide explores content strategy's roots, and quickly and expertly demonstrates not only how it's done, but how you can do it well. A compelling read for both experienced content strategists and those making the transition from other fields.--Back cover.

Building Findable Websites

Author: Aarron Walter
Publisher: Peachpit Press
ISBN: 9780321561794
Format: PDF
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This is not another SEO book written for marketing professionals. Between these covers you’ll find practical advice and examples for people who build websites aiming to reach their target audience. Each chapter will introduce you to best practices and fresh perspectives on how to accomplish these simple, yet indispensable goals: Help more people find your site Help users find content within your site Encourage return visits The path this book travels through the villages of Web standards, accessibility, and contemporary technologies like Ajax, APIs, Flash, and microformats. You’ll find the big ideas behind these technologies and real world examples, illustrating that you don’t have to compromise the user experience to create search engine friendly, findable websites. Although this book illuminates a broad range of findability strategies, one common theme pervades: Web standards + compelling content = improved findability = more successful sites You’ll find even more findability guidance on the book’s companion website (http://buildingfindablewebsites.com) including 5 bonus chapters.

Killing Giants

Author: Stephen Denny
Publisher: Penguin
ISBN: 9781101476215
Format: PDF, ePub, Mobi
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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.

America s Constitution

Author: Akhil Reed Amar
Publisher: Random House
ISBN: 1588364879
Format: PDF, ePub, Mobi
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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.