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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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11 Leap to the Next Level of Content Operations

Transform content into a core competency sooner, not later.

SOMETIMES, TO CHANGE A SITUATION YOU ARE IN REQUIRES YOU TO TAKE A GIANT LEAP. BUT YOU WON’T BE ABLE TO FLY UNLESS YOU ARE WILLING TO TRANSFORM.

—Suzy Kassem, poet and philosopher

ALWAYS IN MOTION IS THE FUTURE.

—Yoda

Aspirations. In my research on content operations, I was happy to find no shortage of aspirations. Even though most study participants reported being at content operations level 3 or lower, the vast majority also reported a desire to reach level 4 (sustain) or level 5 (thrive) (Figure 11.1).

A circle graph represents content professionals reporting aspirations to mature their content operations.

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