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The Content Advantage (Clout 2.0): The Science of Succeeding at Digital Business through Effective Content, 2nd Edition

The Content Advantage (Clout 2.0): The Science of Succeeding at Digital Business through Effective Content, 2nd Edition

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  • Estimated Release: Jul 13, 2018
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  • Copyright 2019
  • Dimensions: 7" x 9"
  • Pages: 288
  • Edition: 2nd
  • eBook (Watermarked)
  • ISBN-10: 0-13-515951-2
  • ISBN-13: 978-0-13-515951-4

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 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 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
  • A 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 the American Cancer Society to small businesses

Sample Content

Table of Contents

Previous edition TOC; new TOC to follow.

Part I: The Crossroads
1. Same Road, Same (Lack of) Results
2. A Harder but Higher Road

Part II: The Principles
3. Context: Where Clout Begins and Ends
4. Rhetoric: The Art of Influence
5. Psychology: The Science of Influence

Part III: The Climb
6. Plan
7. Persist through Roadblocks
8. Prepare to Evaluate
9. Evaluate with the Right Methods
10. Adjust
11. Reach the Top—But Don’t Stop



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