The Content Advantage (Clout 2.0)

The Book: Second Edition

Business is digital, so content is critical. Does your company have a content liability or a content advantage?

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 to 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. Thoroughly updated for today’s opportunities and trends, The Content Advantage is grounded in research and focused on practical application from start to finish. 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 MailChimp (Inc Company of the Year 2017), the Fortune 50, 5 of the largest U.S. website properties, 3 of the largest U.S. nonprofits, and the most trusted U.S. government agencies, Jones reveals how to develop content strategy and sustain it with the right content operations. A few of the book’s features include:

  • 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 organizations ranging from AT&T to American Cancer Society to small and medium businesses

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 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

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

Andrea Sutton, 
Vice President of Design Technology, AT&T
About the Author

Colleen Jones, Founder + CEO of Content Science

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 also is 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 6 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.

Colleen has earned recognition as 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 is a member of Mensa and an active supporter of women in technology. Colleen speaks at conferences and corporate events around the world, from San Francisco to Sydney.

Learn More About Colleen