Overview

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. 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!

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Reviews

""A critical piece of delivering a great customer experience is the ability to clearly and transparently set customer expectations...It is incumbent upon myself and the company at large to ensure that the customer is aware of and understands what we are communicating with them through thoughtful, well-designed, and well articulated content everywhere we encounter them."" David Chun, Vice President of Customer Experience, The Home Depot ""In the third edition of The Content Advantage, Colleen Jones introduces her End-to-End Content Approach-a smart, insightful way to meet the demands of modern content. From the fundamentals of content strategy and operations to handling digital disruptions and emerging tech (hi, AI!); Colleen has the insights (and Star Wars quotes) content pros need."" Melissa Rach, Co-Author, Content Strategy for the Web ""This is one of those books you'll want to share with your entire team. Learning the proven techniques and developing the shared language will give your content the umph it needs to increase your organization's competitiveness."" Jared Spool, UX Pioneer and Founder of User Interface Engineering ""The Content Advantage is a good addition to our bookshelves. It's more than a third edition."" Ginny Redish, Author, Letting Go of the Words

Author Information

A content geek and Star Wars fan, Colleen Jones is the founder and president of Content Science, which has garnered more than 50 creative and business awards including Webby and Inc. Best in Business. Her professional services firm has advised or trained thousands of professionals to become Jedis of content in digital transformation. The Fortune 50, largest U.S. web properties, largest nonprofits, and most trusted U.S. government agencies rank among Content Science clients.Colleen also served as the fractional head of content at Mailchimp during its high-growth period that led to acquisition by Intuit for $12 billion. And prior to founding Content Science, Colleen led teams at Cingular Wireless and AT&T to dramatically improve customer experience for touchpoints including IVR (interactive voice response), email, SMS, mobile app / push, web, and retail stores.As an entrepreneur, Colleen has not only grown Content Science but also spearheaded development of its applications such as the patented ContentWRX(R) to assess content effectiveness at scale. She also advances women entrepreneurs, such as investing in a growing health technology startup founded by women.A crusader against mis/disinformation, Colleen started Content Science's policy of quarterly donations to organizations such as Pew Research, CDC Foundation, Consumer Reports, and Politifact in fighting fraud, deep fakes, scams, and more. Content Science also regularly donates services to and promotes the accomplishments of such organizations.A member of Mensa, Colleen shares insights about content, AI, and business by writing for Entrepreneur, MediaPost, Forbes, and Content Science Review and by speaking at events around the world. She has earned recognition as a top content change agent by publications such as Technical Communication and a top voice for content strategy and artificial intelligence by LinkedIn Learning. As a top instructor on LinkedIn Learning, Colleen's courses have reached hundreds of thousands of professionals.

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