Clout: The Art and Science of Influential Web Content

Discover how to create content for your website that persuades your visitors to take action. Demystifies persuasion into a practical blend of research and strategy to apply across websites and social media. Shows how to achieve content clout that grows stronger and adapts over time. Helps strategists and interactive professionals apply clout quickly by offering a model, and offering patterns for influence. This book drills down into how to make content persuasive. Its solid approach is grounded in content strategy, rhetoric, and psychology. It illustrates important contexts in addition to making the sale or getting the conversion, proposing a content influence strategy for the overall interactive experience and at key decision points. Most attempts at addressing content persuasion cover only landing pages, trigger words and quick-win manipulative tactics. Clout will take a unique contrary view, advocating for a holistic long-term approach grounded in rhetoric and psychology.