PublicationsThe Content Advantage

The Content Advantage

Third Edition of TCA Coming Nov 2024!

When business is digital, content is critical.

In The Content Advantage, expert Colleen Jones argues that with the rise of AI-fueled 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 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.

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, and Mastercard.

The Content Advantage will be available in epub (Kindle), soft cover, and audio formats by Nov 12, 2024. You can preorder the epub now.

Preorder Now!

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

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 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

Colleen Jones provides strategic direction and tactical steps for how to create and maintain content that improves customer relationships and makes your business more relevant.

In the last 10 years, the tools and technologies for improving content have become ubiquitous. As a business owner, your most powerful tool is choice. View your content as a strategic investment and watch it go from good to great.

Susanna Guzman

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

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

As a newcomer to content strategy as a job, this book gave me a wealth of topics and processes to consider. The information is useful, well laid out and fun. If you are a sucker for Star Wars quotes, get ready.

Nicholas Britsky, Hour Media

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

Ginny Redish, author of Letting Go of the Words

I can’t wait to share it with my teams.

Jennifer Hofer, Google
About the Author

Colleen Jones, Founder + President of Content Science

A content expert and Star Wars fan, Colleen Jones is the founder of Content Science, an end-to-end content firm where she has advised or trained hundreds of the world's leading organizations to become content Jedis. She has worked with many of the Fortune 50, the largest U.S. web properties, the largest nonprofits, and several U.S. government agencies. She also is the former head of content at Mailchimp, the marketing platform recognized by Inc. as Company of the Year and acquired by Intuit.

A passionate entrepreneur, Colleen led Content Science to develop the content evaluation software ContentWRX, publish the online magazine Content Science Review, and offer online certifications through Content Science Academy. These products are still empowering brands from American Cancer Society to AT&T to make content an influential force in accomplishing their goals.

Content Science has garnered more than 50 creative and business awards including Webby and Inc. Best in Business. Colleen also 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.

A member of Mensa and an advocate for content ethics, Colleen speaks about content, business, and technology at events around the world.

Learn More About Colleen