The Content Advantage

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 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 AI + digital disruption. > Guidance on creating a content vision. > Actionable advice on responsible AI. > A primer on conducting content analysis. > Techniques for developing a competitive content strategy. > Elements + principles of effective, influential content. > A blueprint for developing content intelligence. > A maturity model for content operations. > Three systems for end-to-end content. > Useful checklists + worksheets throughout And don't miss the updated examples and quotes from leaders at Thomson Reuters, Intuit, CDC, ServiceNow, The Home Depot, March of Dimes, Mastercard, and more!