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

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1 Digital Keeps Diverting the Road to Success

The path to success is far from a straight line.

YOU STEP INTO THE ROAD, AND IF YOU DON’T KEEP YOUR FEET, THERE IS NO KNOWING WHERE YOU MIGHT BE SWEPT OFF TO.

—J.R.R. Tolkien, Lord of the Rings

Let’s start with a fact. I’d like you to guess the answer to this question:

What percentage of Fortune 500 companies have disappeared since the year 2000?

If you guessed a number around 50 percent or more, you are correct. If you did not, you’re not alone. I was shocked to learn that such a high percentage of U.S. publicly traded companies had died or become absorbed by competitors. How could this happen? Many business experts and journalists agree that the most significant cause is digital disruption. Digital ...

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