Content Advantage (Clout 2.0), The

Description

Colleen Jones is the head of content at MailChimp, the marketing automation company recognized by Inc. as 2017 Company of the Year. A content expert and Star Wars fan, Colleen is also the founder of Content Science, a content strategy and intelligence firm where she advised or trained hundreds of the world’s leading organizations to become Jedi Masters of digital content, including six of the Fortune 50 and five of the largest US web properties.

 

A passionate entrepreneur, Colleen led Content Science to develop products, such as ContentWRX, that are empowering brands from American Cancer Society to AT&T to make content effective. Colleen has been named a Content Change Agent by Intercom magazine as well as one of the Top 50 Content Strategists and one of the Top 50 Content Marketers by multiple organizations.

 

 

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

 

Colleen Jones has built on the proven principles she introduced in this book’s widely-praised first edition, covering new trends, topics, tools, and more. She presents expanded processes reflecting today’s challenges and best practices, and identifies brand-new opportunities to improve content strategy via artificial intelligence.

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

Attract new customers and make current customers happier by taking your content to the next level!

• The international best-seller, updated with new trends, tools, processes, and more
• Master proven principles and processes for expanding your influence through great content
• Preview emerging opportunities to leverage artificial intelligence in your content strategy
• By Colleen Jones, CEO of Content Science and one of the world’s “Top 50 Most Influential Content Strategists”

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.

• The international best-seller, updated with new trends, tools, processes, and more
• Students will master proven principles and processes for expanding their influence through great content
• Readers preview emerging opportunities to leverage artificial intelligence in content strategy
• By Colleen Jones, CEO of Content Science and one of the world’s “Top 50 Most Influential Content Strategists”

Additional information

Dimensions	0.60 × 6.90 × 8.90 in
Series	Voices That Matter
Imprint	New Riders
Format	gen
ISBN-13	09780135159323
ISBN-10	0135159326
Author	Colleen Jones
BISAC	COM060130, COM060170
Subjects	creative, COM060130, higher education, Employability, IT Professional, T-NS NEW RIDERS, COM060170