The Content Advantage

Business is digital, so content is critical. Does your company have a content liability or a content advantage?
NEW EVENT
Join Colleen Jones for The Content Advantage Workshop >>
In The Content Advantage: The Science of Succeeding at Digital Business through Effective Content, Content Science President 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 product 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, the largest U.S. website properties, 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

Colleen Jones, Founder + President of Content Science
Colleen is the president of Content Science, where she has advised or trained hundreds of the world's leading organizations. She has grown Content Science into an end-to-end content company that offers award-winning solutions including professional services, a content studio, and unique products like ContentWRX. Content Science also has earned distinction for business success, such as being recognized on the Inc Best in Business list.
Colleen is the former fractional head of content at Mailchimp, the small business marketing platform recognized by Inc. as 2017 Company of the Year and acquired by Intuit.
Colleen has earned wide recognition as a top content strategist and content marketer. Her courses on LinkedIn Learning, which reaches millions of business professionals around the world, are among the most correlated with achieving a promotion. A member of Mensa and an active supporter of women in technology, Colleen speaks at conferences and corporate events around the world.