Introduction
CONGRATULATIONS FOR TAKING a big step toward better web content. I’m thrilled to be your guide on a journey to make your content influence results. But, first, let me orient you.
How Did Clout Come About?
This book is a labor of love—my love for content strategy, persuasion, and positive change. Because people use the web now more than ever to make decisions, everyone from big brands to small businesses to individuals has the opportunity to influence those decisions. My goal is to help you make the most of that opportunity.
I also intend this book to solve problems I see again and again in the interactive industry, such as
• Targeting customers with manipulative tricks.
• Publishing more instead of better web content.
• Spending ...
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