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

Book 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 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

Table of contents

  1. Cover
  2. Title Page
  3. Copyright Page
  4. Dedication Page
  5. Acknowledgments
  6. Chapter Reviewers
  7. Content Science Team
  8. About the Author
  9. Contents
  10. Introduction
    1. Who This Book is For
    2. What’s Different about this Second Edition
    3. What this Book Means by “Science”
    4. How to Take Advantage of The Content Advantage
  11. Problem: A New Crossroads
    1. 1 Digital Keeps Diverting the Road to Success
      1. Digital Is Changing Business Faster and More Frequently Than Ever
      2. Digital Disruption Is Here to Stay
      3. These Mistakes Are Still Happening. And Still Insane.
      4. These New Mistakes Are Leading Organizations Down the Wrong Path
      5. Summary
    2. 2 Do Content Well or Die
      1. Digital Business Customers Are Subscribers
      2. Customers Need Content
      3. Content Is Still Hard
  12. Plan: Construct Content Strategy and Tactics
    1. 3 Develop a Content Vision
      1. Content Vision Is Your Future Destination
      2. How to Crystallize a Content Vision
    2. 4 Analyze Your Content, Customers, and Context
      1. Why Analyze the Current State
      2. How to Analyze the Current State
    3. 5 Play to Win
      1. Content Skills + Best Practices ≠ Content Strategy
      2. How to Develop a Winning Content Strategy
      3. Two Tips for Large Organizations
      4. Two Tips for Small and Medium Organizations
  13. Persuasion: Offer Effective and Influential Content
    1. 6 Make Your Content Effective
      1. An Overview of Content Effectiveness
      2. Discoverability/Findability
      3. Polish and Accuracy
      4. Usefulness and Relevance/Meaning
    2. 7 Make Your Content Influential
      1. Rhetoric: The Study of Influence
      2. Psychology: The Science of Influence
  14. Prudence: Develop Content Intelligence
    1. 8 Set Up a Content Intelligence System
      1. Why Content Intelligence
      2. The Elements of a Content Intelligence System
    2. 9 Secrets to Using Content Intelligence
      1. Content Is Poker, Not Chess
      2. Critical Content Decisions to Make
      3. Ways to Inform Content Decisions with Content Intelligence
      4. Commit to Quality Content Decisions Over Time
      5. Content Intelligence + Quality Decisions = Content Genius
  15. Power to Scale: Mature Content Operations
    1. 10 A Model of Content Operations Maturity
      1. What Content Operations Is
      2. Why Care About Content Operations
      3. A Maturity Model for Content Operations
      4. Large Companies Might Have Multiple Maturity Levels
      5. Small Businesses Can Mature Content Operations Quickly
    2. 11 Leap to the Next Level of Content Operations
      1. Mature Content Operations Make Content a Core Competency
      2. Success Factors in Maturing Content Operations
      3. Consider a Content Operations Roadmap
  16. Prescience: The Content Future
    1. 12 Robots, Relationships, and Responsibility
      1. The Content Future Is Small (and Midsize)
      2. The Content Future Is Systems
      3. The Content Future Is Soul
      4. What the Content Future Means for Us
  17. A More Influential Content Principles
    1. Repetition That Doesn’t Bore or Broadcast
    2. The Opportune Moment!
  18. B Insights from Content Geniuses
    1. Content Intelligence
    2. Content Governance
    3. Content Leadership and Change
    4. Content Operations and Processes
    5. Content Strategy
    6. Content Systems
  19. C Resources
    1. Technologies + Tools
    2. Training
    3. Reading and Listening
  20. Index

Product information

  • Title: The Content Advantage (Clout 2.0): The Science of Succeeding at Digital Business through Effective Content, Second Edition
  • Author(s): Colleen Jones
  • Release date: July 2018
  • Publisher(s): New Riders
  • ISBN: 9780135159538