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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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9 Secrets to Using Content Intelligence

Decide to become a content genius.

LIFE IS POKER, NOT CHESS.

—Annie Duke, Thinking in Bets

SIR, THE POSSIBILITY OF SUCCESSFULLY NAVIGATING AN ASTEROID FIELD IS APPROXIMATELY THREE THOUSAND SEVEN HUNDRED AND TWENTY TO ONE!

—C3P0

NEVER TELL ME THE ODDS.

—Han Solo

“Life comes down to decisions,” my mom said to me one Sunday afternoon at least a decade ago. I appreciated the comment at the time because I had watched my mom and dad navigate many tough decisions together. For example, they took a chance on my dad starting a company the same year they started a family—when I was born. Even chancier, the company focused on the relatively new field of industrial automation—using electrical controls to perform tasks ...

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