Clout

The Art and Science of Influential Web Content
Author: Colleen Jones
Publisher: Pearson Education
ISBN: 9780132562911
Category: Computers
Page: 240
View: 8168

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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: 8579

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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)

The Science of Succeeding at Digital Business through Effective Content
Author: Colleen Jones
Publisher: New Riders
ISBN: 0135159520
Category: Computers
Page: 288
View: 554

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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

Methods, Guidelines, and Templates for Getting Content Right
Author: Meghan Casey
Publisher: New Riders
ISBN: 0134105125
Category: Computers
Page: 288
View: 5172

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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

My Life in and out of Curling
Author: Colleen Jones,Perry Lefko
Publisher: Penguin
ISBN: 0143196138
Category: Biography & Autobiography
Page: 256
View: 1230

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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

Writing Web Content that Works
Author: Janice Redish
Publisher: Elsevier
ISBN: 0123859301
Category: Computers
Page: 368
View: 1903

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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"--

Seeds of Change

Six Plants that Transformed Mankind
Author: Henry Hobhouse
Publisher: Counterpoint Press
ISBN: 9781593760496
Category: History
Page: 381
View: 677

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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: 1042

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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: 508

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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.

Clout

Discover and Unleash Your God-Given Influence
Author: Jenni Catron
Publisher: Thomas Nelson
ISBN: 1400205697
Category: Religion
Page: 224
View: 2006

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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.

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: 2245

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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 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: 9283

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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.

China: The Gathering Threat


Author: Constantine C. Menges
Publisher: Thomas Nelson
ISBN: 141855166X
Category: Political Science
Page: 554
View: 3783

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In a book that is as certain to be as controversial as it is meticulously researched, a former special assistant to the president for National Security Affairs and senior official of the Central Intelligence Agency shows that the U.S. could be headed toward a nuclear face-off with communist China within four years. And it definitively reveals how China is steadily pursuing a stealthy, systematic strategy to attain geopolitical and economic dominance first in Asia and Eurasia, then possibly globally, within the next twenty. Using recently declassified documents, statements by Russian and Chinese leaders largely overlooked in the Western media, and groundbreaking analysis and investigative work, Menges explains China's plan thoroughly, exposing: China's methods of economic control. China's secret alliance with Russia and other anti-America nations, including North Korea. China's growing military and nuclear power-over 90 ICBMs, many of them aimed at U.S. cities. How China and Russia have been responsible for weaponizing terrorists bent on harming the U.S. Damage caused by China's trade tactics (since 1990, we've lost 8 million jobs thanks to China trade surpluses).

Superfandom: How Our Obsessions are Changing What We Buy and Who We Are


Author: Zoe Fraade-Blanar,Aaron M. Glazer
Publisher: W. W. Norton & Company
ISBN: 0393249964
Category: Business & Economics
Page: 288
View: 5420

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An in-depth look at the influence of fans—society’s alpha consumers—on our lives and culture. As fandom sheds its longtime stigmas of geekiness and hysteria, fans are demanding more from the celebrities and brands they love. Digital tools have given organizations—from traditional businesses to tech startups—direct, real-time access to their most devoted consumers, and it’s easy to forget that this access flows both ways. This is the new “fandom-based economy”: a convergence of brand owner and brand consumer. Fan pressures hold more clout than ever before as audiences demand a say in shaping the future of the things they love. In Superfandom, Zoe Fraade-Blanar and Aaron M. Glazer explain this new era of symbiosis. For producers, it can mean a golden opportunity: brands such as Polaroid and Surge, preserved by the passion of a handful of nostalgic fans, can now count on an articulate, creative, and, above all, loyal audience. Yet, the new economy has its own risks—it’s also easier than ever for companies to lose their audience’s trust, as Valve did when it tried to introduce a paid mod system for its Skyrim video game. Examining key cases that span a wide range of consumer markets, Fraade-Blanar and Glazer explain why some kinds of engagement with fans succeed and some backfire. Throughout, the authors probe fandom’s history, sociology, and psychology. From the nineteenth-century American Alice Drake, who bribed her way into the houses of her favorite European composers, to Hatsune Miku, the Japanese virtual celebrity whose songs are composed entirely by fans, the dynamics of fandom—the activities we perform to show we belong to a group of people with common interests—may be as old as culture itself. For groupies of financier Warren Buffet and enthusiasts of Cards Against Humanity alike, the consumer relationship has been transformed. Superfandom is an essential guide for those who care about, contribute to, and live in our rapidly expanding fan-driven economy.

Everyone's a Critic

Winning Customers in a Review-Driven World
Author: Bill Tancer
Publisher: Penguin
ISBN: 1101621486
Category: Business & Economics
Page: 256
View: 5622

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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.

America's Constitution

A Biography
Author: Akhil Reed Amar
Publisher: Random House
ISBN: 1588364879
Category: History
Page: 672
View: 1112

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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.

Building Findable Websites

Web Standards, SEO, and Beyond
Author: Aarron Walter
Publisher: Peachpit Press
ISBN: 9780321561794
Category: Computers
Page: 264
View: 9654

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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.

The End of White Christian America


Author: Robert P. Jones
Publisher: Simon and Schuster
ISBN: 1501122290
Category: History
Page: 320
View: 3388

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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: 2582

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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.