Latest Book
The Content Advantage: Succeed at Digital Business through Effective Content, Third Edition
Third edition drops Nov 2024!
In The Content Advantage, expert Colleen Jones argues that with the rise 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 for 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:
- Common mistakes in responding to digital disruption.
- Guidance on creating a content vision.
- Actionable advice on artificial intelligence benefits and pitfalls.
- A primer on conducting content analysis.
- Techniques for developing a competitive content strategy.
- Elements and principles of effective, influential content.
- A blueprint for developing content intelligence.
- A maturity model for content operations.
- Three systems for scalable end-to-end content.
- Guidance and approaches on content governance, including for AI.
- Current examples and quotes from companies and contexts ranging from Mailchimp to AT&T to CDC.
From the book:
“Thanks to digital disruption, we all face a new, often changing, path to content success. Attempting the same shortcuts will disappoint, and we face new tempting but mistaken paths that are really dead ends. To survive, much less thrive, in the digital age, businesses need to rethink their approach to content.”
“I’ve held various roles in content strategy over the last decade and can confidently say this book covers it all. Very well written and easy to digest content. I’ve read similar books on content strategy and believe this one to be the best.”
—Kyle McDougall, Intuit
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Clout: The Art and Science of Influential Web Content
More people than ever are using websites to help them make decisions. That means your web content is a huge opportunity to influence people. This first edition of the book now called The Content Advantage helps you make the most of that opportunity.