The Content Advantage (Clout 2.0) · the Science of Succeeding at Digital Business Through Effective Content, Second Edition by Jones, Colleen -- Read -- Imperial Library of Trantor

Index

Cover Title Page Copyright Page Dedication Page Acknowledgments Chapter Reviewers Content Science Team About the Author Contents Introduction

Who This Book is For What’s Different about this Second Edition What this Book Means by “Science” How to Take Advantage of The Content Advantage

Problem: A New Crossroads

1 Digital Keeps Diverting the Road to Success

Digital Is Changing Business Faster and More Frequently Than Ever Digital Disruption Is Here to Stay These Mistakes Are Still Happening. And Still Insane. These New Mistakes Are Leading Organizations Down the Wrong Path Summary

2 Do Content Well or Die

Digital Business Customers Are Subscribers Customers Need Content Content Is Still Hard

Plan: Construct Content Strategy and Tactics

3 Develop a Content Vision

Content Vision Is Your Future Destination How to Crystallize a Content Vision

4 Analyze Your Content, Customers, and Context

Why Analyze the Current State How to Analyze the Current State

5 Play to Win

Content Skills + Best Practices ≠ Content Strategy How to Develop a Winning Content Strategy Two Tips for Large Organizations Two Tips for Small and Medium Organizations

Persuasion: Offer Effective and Influential Content

6 Make Your Content Effective

An Overview of Content Effectiveness Discoverability/Findability Polish and Accuracy Usefulness and Relevance/Meaning

7 Make Your Content Influential

Rhetoric: The Study of Influence Psychology: The Science of Influence

Prudence: Develop Content Intelligence

8 Set Up a Content Intelligence System

Why Content Intelligence The Elements of a Content Intelligence System

9 Secrets to Using Content Intelligence

Content Is Poker, Not Chess Critical Content Decisions to Make Ways to Inform Content Decisions with Content Intelligence Commit to Quality Content Decisions Over Time Content Intelligence + Quality Decisions = Content Genius

Power to Scale: Mature Content Operations

10 A Model of Content Operations Maturity

What Content Operations Is Why Care About Content Operations A Maturity Model for Content Operations Large Companies Might Have Multiple Maturity Levels Small Businesses Can Mature Content Operations Quickly

11 Leap to the Next Level of Content Operations

Mature Content Operations Make Content a Core Competency Success Factors in Maturing Content Operations Consider a Content Operations Roadmap

Prescience: The Content Future

12 Robots, Relationships, and Responsibility

The Content Future Is Small (and Midsize) The Content Future Is Systems The Content Future Is Soul What the Content Future Means for Us

A More Influential Content Principles

Repetition That Doesn’t Bore or Broadcast The Opportune Moment!

B Insights from Content Geniuses

Content Intelligence Content Governance Content Leadership and Change Content Operations and Processes Content Strategy Content Systems

C Resources

Technologies + Tools Training Reading and Listening

Index