Colleen Jones clearly and (perhaps not surprisingly) persuasively explains how to create content that not only informs, but influences. She discusses what makes for influential content, as well as how to go about the potentially daunting process of producing it and evaluating its success. Even as someone fairly well-versed in the art of rhetoric, I learned a few things. And the general approach—considering and measuring your content’s impact—is one we should all have at the ready.