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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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8 Set Up a Content Intelligence System

Turn content data into actionable insight.

WHAT GETS MEASURED GETS MANAGED.

—Peter Drucker

REMEMBER: YOUR FOCUS DETERMINES YOUR REALITY.

—Qui-Gon Jinn, Star Wars: The Phantom Menace

Inspired by business intelligence, content intelligence is the term I use to refer to a system of collecting data related to your content and turning it into insight for content decisions and more. Let’s walk through why your company needs content intelligence and the key elements of a content intelligence system.

Why Content Intelligence

Whether you’re skeptical about needing content intelligence yourself or you need to convince someone else, rest assured that many reasons exist to embrace the data side of your content. Allow ...

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