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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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Description

  • Copyright 2019
  • Dimensions: 7" x 9"
  • Pages: 256
  • 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, 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 and from 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. 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 organizations ranging from the Fortune 50 to small and medium businesses to government and

nonprofits, Jones offers:


  • 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 diverse companies and contexts

Sample Content

Table of Contents

Part I: PROBLEM: A NEW CROSSROADS

1. Digital Keeps Diverting the Road to Success

2. Do Content Well or Die


Part II: PLAN: CONSTRUCT CONTENT STRATEGY AND TACTICS

3. Develop a Content Vision

4. Analyze Your Content, Customers, and Context

5. Play to Win


Part III: PERSUASION: OFFER EFFECTIVE AND INFLUENTIAL CONTENT

6. Make Your Content Effective

7. Make Your Content Influential


Part IV: PRUDENCE: DEVELOP CONTENT INTELLIGENCE

8. Set Up a Content Intelligence System

9. Secrets to Using Content Intelligence


Part V: POWER TO SCALE: MATURE CONTENT OPERATIONS

10. A Model of Content Operations Maturity

11. Leap to the Next Level of Content Operations


Part VI: PRESCIENCE: THE CONTENT FUTURE

12. Robots, Relationships, and Responsibility

Appendix A: More Influential Content Principles

Appendix B: Insights from Content Geniuses

Appendix C: Resources


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