Colleen Jones

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.

The Art and Science of Influential Web Content

Clout

Perry Lefko

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.

My Life in and out of Curling

Throwing Rocks at Houses

You know that web content is the text, images, audio, and video in your website or web application—but how do you ensure that your content is truly effective? Does Your Content Work addresses this key question, illustrating the importance of applying content evaluation as a constant assessment of how well your content meets your goals. In this book, content strategist and user experience expert Colleen Jones explains the essential process of evaluating whether your web content is working. Follow along and you will: Learn how investing time and effort in evaluating your content pays off in tangible ways. Explore the top three action items to evaluate your content’s effectiveness: asking specific questions, getting access to analytics, and launching a content-focused survey. Walk through the content evaluation process: asking questions based on your goals, getting answers with the right data mix, and interpreting and acting on the answers. "Improving content quality in large organizations can feel like an uphill battle against processes, data, and operational silos. How, for instance, do you show business partners you’re “getting content done” while affording your creative teams the perspective they need to do content right? With the prioritized, action-oriented methods she’s laid out in Does Your Content Work?, Colleen Jones simplifies the science of content evaluation in ways that enable the art of content to thrive." —Aaron Burgess, UX Content Director, PayPal

Why Evaluate Your Content and How to Start

Does Your Content Work?

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

Colleen Jones

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