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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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2 Do Content Well or Die

The shift of business to digital has made content critical.

THE BIGGEST RISK IS NOT TAKING ANY RISK. IN A WORLD THAT’S CHANGING REALLY QUICKLY, THE ONLY STRATEGY THAT IS GUARANTEED TO FAIL IS NOT TAKING RISKS.

—Mark Zuckerberg

HOPE.

—Princess Leia Organa

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. Let’s take a closer look at why.

Digital Business Customers are Subscribers

Business has evolved from a pay-per-product model to a subscription model, or what many call the subscription economy. Credit Suisse, a financial services company, found that people spent ...

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