In The Content Advantage, expert Colleen Jones argues that in the age of AI-fueled digital disruption, your organization faces an important choice. The choice is not whether to do content. Every business and organizational function demands content, from marketing to communications to product experience to technical support to recruiting. The choice is whether to make your approach to content strategic, scalable, and sustainable. And therefore an advantage. The third edition of this top-rated book offers a modern, end-to-end approach to planning, creating, delivering, sustaining, and optimizing content that will make your business or organization thrive. Executives and practitioners alike will find value in this book as they face increasing pressure to deliver the right content to the right customers or users at the right time in their digital experiences. Drawing on her deep and broad experience and the unique research from Content Science, Jones offers the following and more:
And don’t miss the updated examples and quotes from leaders at Thomson Reuters, Intuit, CDC, Service Now, The Home Depot, March of Dimes, Mastercard, and more.
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Problem: A New Crossroads
1 Digital Keeps Diverting the Road to Success
2 Do Content Well or Die
PLAN: CONSTRUCT CONTENT STRATEGY AND TACTICS
3 Develop a Content Vision
4 Analyze Your Content, Customers, and Context
5 Play to Win
PERSUASION: OFFER EFFECTIVE AND INFLUENTIAL CONTENT
6 Make Your Content Effective
7 Make Your Content Influential
PRUDENCE: DEVELOP CONTENT INTELLIGENCE
8 Set Up a Content Intelligence System
9 Secrets to Using Content Intelligence
POWER TO SCALE: MATURE CONTENT OPERATIONS
10 A Model of Content Operations Maturity
11 LEAP to the Next Level of Content Operations
PERSEVERANCE: STRENGTHEN CONTENT SYSTEMS
12 A Content Systems Framework
13 Start an E2E Content Initiative
PRESCIENCE: THE CONTENT FUTURE
14 Robots, Relationships, and Responsibility
APPENDICES
A: More Principles to Make Content Influential
B: Quotes from Content Geniuses
C: Resources
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A content geek and Star Wars fan, Colleen Jones is the founder and president of Content Science, which has garnered more than 50 creative and business awards including Webby and Inc. Best in Business. Her professional services firm has advised or trained thousands of professionals to become Jedis of content in digital transformation. The Fortune 50, largest U.S. web properties, largest nonprofits, and most trusted U.S. government agencies rank among Content Science clients.Colleen also served as the fractional head of content at Mailchimp during its high-growth period that led to acquisition by Intuit for $12 billion. And prior to founding Content Science, Colleen led teams at Cingular Wireless and AT&T to dramatically improve customer experience for touchpoints including IVR (interactive voice response), email, SMS, mobile app / push, web, and retail stores.As an entrepreneur, Colleen has not only grown Content Science but also spearheaded development of its applications such as the patented Content WRX® to assess content effectiveness at scale. She also advances women entrepreneurs, such as investing in a growing health technology startup founded by women.A crusader against mis/disinformation, Colleen started Content Science’s policy of quarterly donations to organizations such as Pew Research, CDC Foundation, Consumer Reports, and Politifact in fighting fraud, deep fakes, scams, and more. Content Science also regularly donates services to and promotes the accomplishments of such organizations.A member of Mensa, Colleen shares insights about content, AI, and business by writing for Entrepreneur, Media Post, Forbes, and Content Science Review and by speaking at events around the world. She has earned recognition as a top content change agent by publications such as Technical Communication and a top voice for content strategy and artificial intelligence by Linked In Learning. As a top instructor on Linked In Learning, Colleen’s courses have reached hundreds of thousands of professionals.
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