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

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9. Evaluate with the Right Methods

You’re prepared to evaluate your content with the right questions. How do you get answers? Select the right mix of qualitative and quantitative methods.

ANY MEASUREMENT MUST TAKE INTO ACCOUNT THE POSITION OF THE OBSERVER.

—Jeanette Winterson, journalist

After you decide on the right questions to ask, pick the right methods of getting answers. Choose a combination of these two types of methods:

• Qualitative methods, which examine characteristics, or qualities.

• Quantitative methods, which count precise amounts, or quantities.

These methods work together, like art and science, to tell a complete story about your content. Quantitative methods help you understand what exactly is happening with your content, while ...

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