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Clout - The Art and Science of Influential Web Content (Voices That Matter)

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en Limba Engleză Paperback – 28 May 2018
In The Content Advantage (Clout 2.0): The Science of Succeeding at Digital Business through Effective Content, Content Science founder Colleen Jones argues that you face an important choice. The choice is not whether to do content. Every business function, from marketing to sales to 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.

Thoroughly updated for today's techniques, tools, trends, and opportunities, The Content Advantage is grounded in research and focused on practical application from start to finish. 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 the Fortune 50, top U.S. properties, large nonprofits, and the most trusted U.S. government agencies, Jones reveals how to develop content strategy and sustain it with the right content operations.

A few of the book's features include

  • Guidance on crystallizing a content vision
  • A content maturity model
  • The six elements of content effectiveness
  • A blueprint for developing content intelligence, including content analytics
  • Eight principles and dozens of techniques for making content influential
  • Perspective on using artificial intelligence and machine learning to automate content creation, delivery, or optimization
  • Examples from organizations ranging from AT&T to the American Cancer Society to small businesses
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Specificații

ISBN-13: 9780135159323
ISBN-10: 0135159326
Pagini: 288
Dimensiuni: 178 x 229 x 8 mm
Greutate: 0.41 kg
Ediția: 2
Editura: Pearson Education (US)
Seria Voices That Matter


Notă biografică

Colleen Jones is the head of content at MailChimp, the marketing automation company recognized by Inc. as 2017 Company of the Year. A content expert and Star Wars fan, Colleen is also the founder of Content Science, a content strategy and intelligence firm where she advised or trained hundreds of the world's leading organizations to become Jedi Masters of digital content, including six of the Fortune 50 and five of the largest US web properties.

A passionate entrepreneur, Colleen led Content Science to develop products, such as ContentWRX, that are empowering brands from American Cancer Society to AT&T to make content effective. Colleen has been named a Content Change Agent by Intercom magazine as well as one of the Top 50 Content Strategists and one of the Top 50 Content Marketers by multiple organizations.


Cuprins

Part I: PROBLEM: A NEW CROSSROADS

1. Digital Keeps Diverting the Road to Success

2. Do Content Well or Die

Part II: PLAN: CONSTRUCT CONTENT STRATEGY AND TACTICS

3. Develop a Content Vision

4. Analyze Your Content, Customers, and Context

5. Play to Win

Part III: PERSUASION: OFFER EFFECTIVE AND INFLUENTIAL CONTENT

6. Make Your Content Effective

7. Make Your Content Influential

Part IV: PRUDENCE: DEVELOP CONTENT INTELLIGENCE

8. Set Up a Content Intelligence System

9. Secrets to Using Content Intelligence

Part V: POWER TO SCALE: MATURE CONTENT OPERATIONS

10. A Model of Content Operations Maturity

11. Leap to the Next Level of Content Operations

Part VI: PRESCIENCE: THE CONTENT FUTURE

12. Robots, Relationships, and Responsibility

Appendix A: More Influential Content Principles

Appendix B: Insights from Content Geniuses

Appendix C: Resources