The Content Advantage (Clout 2.0)
Business is digital, so content is critical. Does your company have a content liability or a content advantage?
In The Content Advantage: The Science of Succeeding at Digital Business through Effective Content, Colleen Jones posits 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 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, Wolters Kluwer Health
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 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: Writing Web Content that Works
If there is anything that you take away from The Content Advantage, it’s this. We can always do better. And Colleen is there to help. The funny thing about content is every owns it, at the same time nobody does. How do you navigate that? This book offers consistent and systematic insight into every corner of the content ecosystem. If you are just starting out, or have worked with content over time, this book is a great resource for inspired and forward-thinking ways to approach your work.Stacey Martin, Blue Cross and Blue Shield of NC
I can’t wait for The Content Advantage to publish so I can share it with my teams.Jennifer Hofer, Google
Colleen Jones, Founder of Content Science
A content expert and Star Wars fan, Colleen 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 also is the former head of content at Mailchimp, the marketing platform recognized by Inc. as 2017 Company of the Year.
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. She instructs courses on LinkedIn Learning, which reaches millions of business professionals. A member of Mensa and an active supporter of women in technology, Colleen speaks at conferences and corporate events around the world.