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Clout – The Art & Science of Influential Web Content


Another great book – Clout – The Art & Science of Influential Web Content

Very quick summary:

  • Content strategy + quality = influence
  • Characterises of quality content
    • Useable & findable
    • Clear & accurate
    • Complete
    • Consistent
    • Useful & relevant
  • Editorial Calendar (see attached examples)
  • Use of metaphor’s in content
    • Balance view
    • Transformation – change
    • Journey – past, present & future
    • Container
    • Connection
    • Resource
    • Control
  • Apply social proof to content
    • Case studies, quotes & testimonials
    • Reviews
    • Followers etc
  • Reciprocation – posting other people’s content
  • Content formats
    • Text
    • Podcasts/audio
    • Images
    • Videos
    • Slides
    • Visual data
    • Whitepapers, e-books & reports
  • Content Matrix – page/author/notes/url/seo

I found it very interesting.