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, Content Science Founder Colleen Jones argues that you face 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 popular 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 techniques, tools, trends, and opportunities, 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 the Fortune 50, top U.S. properties, large 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 crystallizing a content vision
  • A content maturity model
  • The six elements of content effectiveness
  • Blueprint for developing content intelligence, including content analytics
  • Eight principles and dozens of techniques for making content influential
  • Perspective on using artificial intelligence and machine learning to automate content creation, delivery, or optimization
  • Examples from organizations ranging from AT&T to American Cancer Society to small businesses

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

If a new outlook is in your company’s future, Clout is worth adding to your book list. But don’t limit it to just C-level suite executives or the design team. In order for content to influence, it needs to have complete buy-in from those who will be on the front line.

CMS Wire
About the Author

Colleen Jones, Founder + CEO of Content Science

With nearly 20 years of experience, Colleen Jones, MA (@leenjones) regularly consults with executives and practitioners at the world’s leading companies and organizations to elevate their content approach. She is regularly named among influential thought leaders in content marketing, content strategy, and technical communication.

Colleen spearheaded development of Content Science products including the content effectiveness platform ContentWRX, the online magazine Content Science Review , and the content education platform Content Science Academy.

Over the course of her career, Colleen has held leadership roles at the Centers for Disease Control & Prevention (CDC) and Cingular Wireless (now AT&T). At Cingular Wireless, she won several executive awards for leading an interdisciplinary team to improve the customer experience across channels including web, IVR, mobile, and point-of-sale applications.

With an M.A. in technical communication from James Madison University, Colleen is a member of American MENSA and an active speaker at industry conferences and company events around the world.

Learn More About Colleen