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The Content Advantage (Clout 2.0): The Science of Succeeding at Digital Business through Effective Content, 2nd edition

  • Colleen Jones
The Content Advantage (Clout 2.0): The Science of Succeeding at Digital Business through Effective Content

ISBN-13: 9780135159323

Includes: Paperback

2nd edition

Published by New Riders (May 31st 2018) - Copyright © 2019

Free delivery
$34.99
Free delivery
$34.99

What's included

  • Paperback

    You'll get a bound printed text.

Overview

In The Content Advantage (Clout 2.0): The Science of Succeeding at Digital Business Through Effective Content, expert Colleen Jones argues that in the age of digital disruption, your company faces an important choice. The choice is not whether to do content. Every business function–from marketing to sales and from support to recruiting–demands content. The choice is whether to make your approach to content strategic and, consequently, an advantage.


This book, which is the second edition of the pioneering content book Clout, offers a modernized and comprehensive approach for planning, creating, delivering, and optimizing content that will make your business thrive. Executives and practitioners alike will find value in this book as they face increasing pressure to deliver the right content to the right customers at the right time.

 

Drawing on her in-the-trenches experience with organizations ranging from the Fortune 50 to small and medium businesses to government and

nonprofits, Jones offers:


  • Guidance on creating a content vision
  • A primer on conducting content analysis
  • Techniques for developing a competitive content strategy
  • Elements and principles of effective, influential content
  • A blueprint for developing content intelligence
  • A maturity model for content operations
  • Examples from diverse companies and contexts

Table of contents

  • Part I: PROBLEM: A NEW CROSSROADS
  • 1. Digital Keeps Diverting the Road to Success
  • 2. Do Content Well or Die
  • Part II: PLAN: CONSTRUCT CONTENT STRATEGY AND TACTICS
  • 3. Develop a Content Vision
  • 4. Analyze Your Content, Customers, and Context
  • 5. Play to Win
  • Part III: PERSUASION: OFFER EFFECTIVE AND INFLUENTIAL CONTENT
  • 6. Make Your Content Effective
  • 7. Make Your Content InfluentialPart IV: PRUDENCE: DEVELOP CONTENT INTELLIGENCE
  • 8. Set Up a Content Intelligence System
  • 9. Secrets to Using Content Intelligence
  • Part V: POWER TO SCALE: MATURE CONTENT OPERATIONS
  • 10. A Model of Content Operations Maturity
  • 11. Leap to the Next Level of Content Operations
  • Part VI: PRESCIENCE: THE CONTENT FUTURE
  • 12. Robots, Relationships, and Responsibility
  • Appendix A: More Influential Content Principles
  • Appendix B: Insights from Content Geniuses
  • Appendix C: Resources

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