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

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6. Plan

You’ve seen the principles. Now, you’re ready to start the climb to clout. That takes time and effort. To get a head start, ask the right questions and let the answers guide your planning. Learn more about considerations and tools for your journey.

I ARISE IN THE MORNING TORN BETWEEN A DESIRE TO IMPROVE THE WORLD AND A DESIRE TO ENJOY THE WORLD. THIS MAKES IT HARD TO PLAN THE DAY.

—E. B. White, author

To influence what users think and do, your website content requires careful planning. But, even the planning can be hard.

The Planning Predicament

A website and its content used to be pretty simple. A few years ago, a website focused on either what people thought (attitude) or what they did (action). A marketing website was a brochure. ...

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