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The Content Advantage (Clout 2.0): The Science of Succeeding at Digital Business through Effective Content (Voices That Matter)
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About The Content Advantage (Clout 2.0): The Science Of
Review A manual argues for digital content's centrality to a business's survival.According to Jones (Does Your Content Work?, 2014, etc.), the disruption wrought by the race to remake commerce digitally has elevated the status of content: "With the rise of digital, I'm convinced we have entered a new business era: the content era. We're living in a time in which content is both essential for business survival and a potential business advantage." There's no way around making content a "core competency," and shortcuts, like "SEO snake oil," to avoid putting in the extra effort to support the move won't work, she asserts. 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: a "content intelligence system" that effectively assists readers to "embrace the data" and a model of "content operations maturity" that helps "sustain and even scale your implementation." In addition, she predicts that the future belongs to small and midsize businesses that can nimbly avoid the burdens of entangled bureaucracy, systematize their content with the assistance of artificial intelligence automation, and forge more personal connections with their users. A helpful appendix includes the insights of notable "content geniuses" as well as a presentation of the tools discussed in the book. The author is the former head of content at MailChimp, and her expertise is evident on every page. She aims to create a "long-lasting reference but also a useful, cohesive read," a goal she has certainly accomplished. This work should serve as the authoritative single-volume guide for anyone with a professional interest in the creation and management of digital content. Finally, this second edition is less a sequel than a fully reworked version, with an additional focus put on making the case for the significance of content management to any digital enterprise. An accessible, remarkably comprehensive resource for those looking to master the terrain of digital content. Kirkus Reviews Product Description 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 andnonprofits, Jones offers:Guidance on creating a content visionA primer on conducting content analysisTechniques for developing a competitive content strategyElements and principles of effective, influential contentA blueprint for developing content intelligenceA maturity model for content operationsExamples from diverse companies and contexts From the Back Cover "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."J
