PublicationsThe Content Advantage

The Content Advantage

Third Edition of TCA Now Available Worldwide

When business is digital, content is critical.

In The Content Advantage, expert Colleen Jones argues that with the rise and acceleration of digital disruption, your organization faces an important choice. The choice is not whether to do content. Every business and organizational function demands content, from marketing to communications to product experience to technical support to recruiting. The choice is whether to make your approach to content strategic, scalable, and sustainable. And therefore an advantage.

The third edition of this top-rated book offers a modern, end-to-end approach for planning, creating, delivering, sustaining, and optimizing content that will make your business or organization 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 or users at the right time in their digital experiences.

Drawing on her deep and broad experience and the unique research from Content Science, Jones offers the following and more:
  • Common mistakes in responding to digital disruption.
  • Guidance on creating a content vision.
  • Actionable advice on artificial intelligence (AI) benefits and pitfalls.
  • 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.
  • Three systems for scalable end-to-end content.
  • Guidance and approaches on content governance, including for AI.
  • Current examples and quotes from diverse companies and contexts.
  • Useful checklists and worksheets throughout.
Don't miss perspectives from leaders with a variety of organizations including but not limited to Intuit, Dell, The Home Depot, Mailchimp, March of Dimes, CDC, The Weather Channel, Thomson Reuters, AT&T, Kohl's, Elevance Health, and Mastercard. The third edition of The Content Advantage is available in electronic and paperback formats at book retailers worldwide. Below are featured ways to purchase the book.

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In the third edition of The Content Advantage, Colleen Jones introduces her “End-to-End Content Approach”— a smart, insightful way to meet the demands of modern content. From the fundamentals of content strategy and operations to handling digital disruptions and emerging tech (hi, AI!), Colleen has the insights (and Star Wars quotes) content pros need.

Melissa Rach, Co-Author, Content Strategy for the Web

The Content Advantage is a must-read for current (and aspiring) content strategists, UX professionals, entrepreneurs, business owners, product managers, writers, and everyone else who touches digital content.

Being smart about your content is a necessity for businesses today and hard to get right. In this book, Colleen Jones maps how your team/company can approach your content in a holistic, strategic, and smart way.

Jacy Garraway, Vanguard

This is one of those books you’ll want to share with your entire team. Learning the proven techniques and developing the shared language will give your content the umph it needs to increase your organization’s competitiveness.

Jared Spool, Founder of User Interface Engineering and Cofounder of Center Centre

Colleen consistently stays ahead of the curve by helping companies measure the value of content and strategize on its delivery – whatever the new technology.

Andrea Sutton, 
Vice President of Design Technology, AT&T

The Content Advantage is a good addition to our bookshelves. It’s more than a third edition.

Ginny Redish, Author, Letting Go of the Words

Colleen creates a strategic plan for your company to develop persuasive information for your customers that, at the same time, is highly valuable to them. Not easy to do, and Colleen pulls it off.

Joe Pulizzi, Founder of Content Marketing Institute

This book covers it all. Very well written and easy to digest.

I’ve read similar books on content strategy and believe this one to be the best. I would recommend this book to anyone creating content, working on strategy, or creating the tools to deliver content.

Kyle McDougall, Intuit

This work should serve as the authoritative single-volume guide for anyone with a professional interest in the creation and management of digital content.

Kirkus Review

In this second edition of her guide, the author furnishes an impressively encyclopedic account of what it takes to create a successful content operation that begins with an analytically deep audit of one’s capabilities and includes the formulation of a grand vision, or “North Star,” that can function as both a “guiding light” and an abiding source of inspiration.

With consistent lucidity, Jones breaks down the fundamental elements of sound content strategy.

Kirkus Review
About the Author

Colleen Jones, Founder + President of Content Science

A content geek and Star Wars fan, Colleen Jones is the founder and president of Content Science, which has garnered more than 50 creative and business awards including Webby and Inc. Best in Business. Her firm has advised or trained thousands of professionals to become Jedis of content in digital transformation. The Fortune 50, largest U.S. web properties, largest nonprofits, and most trusted U.S. government agencies rank among Content Science clients.

Colleen also served as the fractional head of content at Mailchimp during its high-growth period that led to acquisition by Intuit for $12 billion. And prior to founding Content Science, Colleen led teams at Cingular Wireless and AT&T to dramatically improve customer experience for touchpoints including IVR (interactive voice response), email, SMS, mobile app / push, web, and retail stores.

As an entrepreneur, Colleen has not only grown Content Science but also spearheaded development of its applications such as the patented ContentWRX® to assess content effectiveness at scale. She also advances women entrepreneurs, such as investing in a growing health technology startup founded by women.

A crusader against mis/disinformation, Colleen started Content Science's policy of quarterly donations to organizations such as Pew Research, CDC Foundation, Consumer Reports, and Politifact in fighting fraud, deep fakes, scams, and more. Content Science also regularly donates services to and promotes the accomplishments of such organizations.

A member of Mensa, Colleen shares insights about content, AI, and business by writing for Entrepreneur, MediaPost, Forbes, and Content Science Review and by speaking at events around the world. She has earned recognition as a top content change agent by publications such as Technical Communication and a top voice for content strategy and artificial intelligence by LinkedIn Learning. As a top instructor on LinkedIn Learning, Colleen's courses have reached hundreds of thousands of professionals.

Learn More About Colleen