The Content Advantage (Clout 2.0): The Science of Succeeding at Digital Business through Effective Content, 2nd Edition
©2019 |New Riders | Available
©2019 |New Riders | Available
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.
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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 Influential
Part 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
CourseCompass, 6th Edition
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As CEO of Content Science, Colleen Jones is a content expert and Star Wars fan who has advised the world's leading companies and organizations to become Jedi Masters of digital content. Six of the Fortune 50, 5 of the largest U.S. web properties, 3 of the largest nonprofits, and 3 of the most trusted U.S. government agencies have worked with Colleen.
A passionate entrepreneur, Colleen's company developed the innovative content intelligence software ContentWRX, publishes the online magazine Content Science Review, and runs Content Science Academy. Her products and services are empowering brands from American Cancer Society to AT&T to make content an influential force in accomplishing their goals.
Colleen has been named one of the Top 50 Most Influential Women in Content Marketing by a TopRank study, a Content Change Agent by Society of Technical Communication's Intercom Magazine, and one of the Top 50 Most Influential Content Strategists by multiple organizations. Colleen speaks at conferences and corporate events around the world, from San Francisco to Sydney.
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