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

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3. Context: Where Clout Begins and Ends

We can’t influence what we don’t understand. Discovering context is hard, but the more you do it, the easier it gets—and the faster you can plan influential content.

FOR ME, CONTEXT IS THE KEY—FROM THAT COMES THE UNDERSTANDING OF EVERYTHING.

—Kenneth Noland, artist

Context is the situation, or set of circumstances, that surrounds your web content.

For a quick example of context, consider Grasshopper again. This website offers a voicemail service for entrepreneurs. The web content has to sell the service to new customers and support current customers. The web content is the virtual glue that binds Grasshopper to its entrepreneurial customers—throughout their entire relationship.

I can’t emphasize enough ...

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