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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:
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