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

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10. Adjust

You’re evaluating your progress toward clout with the right methods. How do you respond to what you find? You will likely need to adjust your content to address a problem, make the most of a success, or adapt to change. As you decide how to adjust, involve the right people and consider the right criteria.

WE CANNOT DIRECT THE WIND, BUT WE CAN ADJUST THE SAILS.

—Unknown

The purpose of evaluating your web content is to understand whether and how your content is getting results. When you understand that well, you can decide whether and how to make changes. Tracy V. Wilson, Site Director for HowStuffWorks.com, explains it this way:

“When we’re looking at metrics, we’re looking at them in light of how we already know our articles work, ...

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