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Clout: The Art and Science of Influential Web Content by Colleen Jones

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2. A Harder but Higher Road

The way to get results online is clout—influence or pull. Achieving clout demands new thinking and a new focus on web content.

THE GREATEST ABILITY IN BUSINESS IS TO GET ALONG WITH OTHERS AND TO INFLUENCE THEIR ACTIONS.

—John Hancock

The way to get results on the web, no matter your goal, is to achieve clout.

A New Way of Thinking

Clout is influence or pull. On the web, clout allows you (or your organization) to attract the right people and, at the right time, change what they think or do. Clout isn’t achieved with only a quick trick, a personalization feature, a sexy design, a tweet, or a campaign blast. Rather, clout is the outcome of publishing influential web content during lasting relationships with people. ...

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