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The Content Advantage (Clout 2.0): The Science of Succeeding at Digital Business through Effective Content, Second Edition by Colleen Jones

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A More Influential Content Principles

This appendix summarizes more principles of influential content and gives example techniques.

Repetition that Doesn’t Bore or Broadcast

The ancient Greeks crafted creative ways of repeating ideas. Why go to such pains? Those toga-sporting orators knew that repetition helps people remember—but also risks boring them. Today, when we use tweets, emails, and ads to blast a message again, again, again, again, again, and again, our users could tune us out. So let’s take a closer look at repetition.

Three Really Is a Charm

When it comes to making the same point, three times is enough. Research everywhere, from speech communication to television advertising, suggests three as the magic number. A challenge with web ...

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