Clout the ART and SCIENCE of
INFLUENTIAL WEB CONTENT
COLLEEN JONES
Clout: The Art and Science of Influential Web Content Colleen Jones New Riders 1249 Eighth Street Berkeley, CA 94710 510/524-2178 510/524-2221 (fax) Find us on the Web at: www.newriders.com To report errors, please send a note to
[email protected] New Riders is an imprint of Peachpit, a division of Pearson Education. Copyright © 2011 by Content Science, LLC. Project Editor: Michael J. Nolan Development Editor: Jeff Riley/Box Twelve Communications Production Editor: Rebecca Winter Copyeditor: Gretchen Dykstra Proofreader: Doug Adrianson Indexer: Julie Bess Cover Designer: Mimi Heft Interior Designer: Kim Scott Compositor: Danielle Foster Notice of Rights All rights reserved. No part of this book may be reproduced or transmitted in any form by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. For information on getting permission for reprints and excerpts, contact
[email protected] Notice of Liability The information in this book is distributed on an “As Is” basis without warranty. While every precaution has been taken in the preparation of the book, neither the author nor Peachpit shall have any liability to any person or entity with respect to any loss or damage caused or alleged to be caused directly or indirectly by the instructions contained in this book or by the computer software and hardware products described in it. Trademarks Many of the designations used by manufacturers and sellers to distinguish their products are claimed as trademarks. Where those designations appear in this book, and Peachpit was aware of a trademark claim, the designations appear as requested by the owner of the trademark. All other product names and services identified throughout this book are used in editorial fashion only and for the benefit of such companies with no intention of infringement of the trademark. No such use, or the use of any trade name, is intended to convey endorsement or other affiliation with this book. ISBN 13: 978-0-321-73301-6 ISBN 10: 0-321-73301-0 987654321 Printed and bound in the United States of America
To Chris for motivating me to think and do better To Mom and Dad for their ardent support In memory of my brother, Parker, the jester
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CLOUT: THE ART