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Further proof that the web is maturing
on 27 February 2011
From trading on the financial markets and buying a house to attempting a marriage proposal there are plenty of things in life that require expert timing. Acting too soon or late could end up losing us money, the chance of another rung up the property ladder, or the possibility of a lifetime's happiness.
The same can be said for us who design for the web. There are now so many ways we can potentially reach the people interested in our services, products, or cause. What we really want above all else are results. So how do we begin to discover the approach that will most likely strike a chord with our different audiences and avoid that lingering temptation to scatter content in several different directions just to see what happens. Thankfully Colleen Jones, with all her years of experience in the field of interactive communication, is on hand to expertly guide us through the essential principles, techniques, and tools that can lead to long-term audience engagement.
Colleen teaches us how to examine our content and learn about our different audiences, as well as using our credibility, backing up our claims with evidence, and applying emotion to trigger positive reactions. Rarely has a book asked so many good questions of its reader and provided telling success stories - in this case of how influential online content has benefited some of the world's leading organisations.
There are few books I like to keep within an arm's reach but Clout has instantly taken its place among them. I believe it's another example of the increasing maturity of the web. To simply publish online content without a strategy and a purpose behind it just won't cut it anymore.