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New Riders Publishing

Content Advantage (Clout 2.0), The: The Science of Succeeding at Digital Business through Effective Content (Voices That Matter)

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Availability: 12 left in stock
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Arrives Thursday, Nov 28
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Format: Paperback


Description

In The Content Advantage (Clout 2.0): The Science of Succeeding at Digital Business Through Effective Content, expert Colleen Jones argues that in the age of digital disruption, your company faces an important choice. The choice is not whether to do content. Every business function–from marketing to sales and from support to recruiting–demands content. The choice is whether to make your approach to content strategic and, consequently, an advantage. This book, which is the second edition of the pioneering content book Clout, offers a modernized and comprehensive approach for planning, creating, delivering, and optimizing content that will make your business 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 at the right time.Drawing on her in-the-trenches experience with organizations ranging from the Fortune 50 to small and medium businesses to government andnonprofits, Jones offers: Guidance on creating a content visionA primer on conducting content analysisTechniques for developing a competitive content strategyElements and principles of effective, influential contentA blueprint for developing content intelligenceA maturity model for content operationsExamples from diverse companies and contexts Read more


Publisher ‏ : ‎ New Riders; 2nd edition (August 6, 2018)


Language ‏ : ‎ English


Paperback ‏ : ‎ 256 pages


ISBN-10 ‏ : ‎ 0135159326


ISBN-13 ‏ : ‎ 23


Item Weight ‏ : ‎ 14.2 ounces


Dimensions ‏ : ‎ 0.2 x 7 x 8.9 inches


Best Sellers Rank: #180,878 in Books (See Top 100 in Books) #14 in Content Management #219 in Web Marketing (Books) #312 in E-commerce Professional (Books)


#14 in Content Management:


#219 in Web Marketing (Books):


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Top Amazon Reviews

    • Content Can Improve Customer Relationships
For business owners especially, the internet is a river of relevance. In this environment, choosing to relate and respond appropriately is the key to surviving and thriving. And relational capacity depends on the ability to listen — to make connections between what’s needed and what’s on offer. Successful sales people talk in terms of strong relationships, and deeper relationships depend on an ever-fuller exchange of information (aka, content). From words to images and from icons to videos, most content on a business website or mobile app does a pretty good job of telling the world what the business has to offer. That’s a good thing: all relationships start with an introduction. But relationship-builders do something else: they make space for customers to be heard AND they evolve their language to reflect that of the customer. Good content tells your customer who you are; great content shows customers that you understand who they are. Good content describes your solution; great content shows customers that you understand their problem. If you own a business and have a website, you have content. If your content isn’t already great, you have an opportunity to make it that way. Websites used to be primarily about the packaging — the “look and feel” was worked out first. Content was added just before launch, and often not maintained over time. Content was managed like a brochure: design, print and keep on the shelf. The internet doesn’t work that way; in this swift-moving river, relevance is how you keep your head above water. In The Content Advantage [Clout 2.0], Colleen Jones provides strategic direction and tactical steps for how to create and maintain content that improves customer relationships and makes your business more relevant. In the last 10 years, the tools and technologies for improving content have become ubiquitous. There are thousands of people in the job market whose job titles include the words “content” and “strategist,” and their goals are rooted in business goals: to establish and grow customer relationships. As a business owner, your most powerful tool is choice. View your content as a strategic investment and watch it go from good to great. ... show more
Reviewed in the United States on October 29, 2018 by Susanna Guzman
    • Content down to a science. Highly recommend!
The Content Advantage is a must read for current (and aspiring) content strategists, ux professionals, entrepreneurs, business owners, product managers, writers, and everyone else who touches digital content. Being smart about your content is a necessity for businesses today and hard to get right. In this book Colleen Jones maps how your team/company can approach your content in a holistic, strategic, and smart way. It looks at both high level concepts and actionable, tactical examples, and educates on how to develop a content strategy, content vision and content analysis, as well as how to make a business case for your content and get stakeholders on board. I’ve referenced this book several times at work since I’ve purchased it (specifically on how to prep your content for the future, map content to business objectives, and assess its effectiveness) and couldn’t recommend more for anyone in this field. ... show more
Reviewed in the United States on May 27, 2019 by Jaclyn WG
    • Perfect
As described.
Reviewed in the United States on January 24, 2019 by Lauren
    • Good Info But Read More On Content Strategy and Experience Design
To be transparent, I did win a copy of the book, but I'll do my best to be objective in my review. Overall, it's a good book but don't let it be the one you finish on. Read what other experts say, and you'll find some overlaps. Pros: 1.) It's a great follow-up piece to Clout, the first book, and I was glad to see that some of that content still made the cut. It was really helpful for me to understand some best practices for curating content when I was changing my career from a strict PR focus to content strategy. 2.) Offers great resources for deeper learning. 3.) Great POV on what makes content effective. Cons 1. The book paints a negative picture of design-thinking in the first few chapters with pretty broad strokes. But if you read any design-thinking content, such as Orchestrating Experiences or This is Service Design Doing, you'll learn how important it is to create a core team that includes marketing, business, sales, tech, and more to create innovative solutions. 2.) Even though the book portrays design thinking in a negative light, it still incorporates many of the same best practices and tools that content strategists and experience designers use. So it really felt like repackaging two established practices as I was reading it. ... show more
Reviewed in the United States on July 17, 2019 by Christopher P. Hanson
    • Indispensable guide to the world of content
There are many books explaining content strategy and its role in user experience. But this is the first book I’ve read that explains the big picture: what content actually is, how can you use it to advance your business goals (and why you can’t afford not to), and then zooms out to show you the wide-angle picture of what happens next. All served up in an entertaining, understandable format free of industry-heavy jargon, with a generous helping of Star Wars examples and quotes. The inimitable Colleen Jones takes you on a journey, whether you’re running a small business or working your way up in an epic enterprise, on how to get started and ground your content in a vision, but doesn’t neglect nuts and bolts like who does what, what tools and methodologies to use, how to measure if it’s working, and how to scale, a/k/a grow your content operations and automate. If, like me, you find yourself at times exhausted by the pace of technology and the relentless onslaught of content everywhere in our world at all times, this book can help you make sense of it and use it to your advantage (hence the title). Content Advantage will be an indispensable guide for anyone who wants to understand both the big picture of systems and operations as well as the micro-picture of how to audit and assess a page or screen of content. She even offers some predictions for content in the future. With Colleen Jones as your guide, you’ll never feel obsolete! ... show more
Reviewed in the United States on September 3, 2020 by Natacha

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