Ebook The Content Advantage (Clout 2.0): The Science of Succeeding at Digital Business through Effective Content (2nd Edition) (Voices That Matter)
Ebook The Content Advantage (Clout 2.0): The Science of Succeeding at Digital Business through Effective Content (2nd Edition) (Voices That Matter)
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The Content Advantage (Clout 2.0): The Science of Succeeding at Digital Business through Effective Content (2nd Edition) (Voices That Matter)
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About the Author
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.
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Product details
Series: Voices That Matter
Paperback: 256 pages
Publisher: New Riders; 2 edition (August 6, 2018)
Language: English
ISBN-10: 9780135159323
ISBN-13: 978-0135159323
ASIN: 0135159326
Product Dimensions:
7 x 0.6 x 9 inches
Shipping Weight: 14.2 ounces (View shipping rates and policies)
Average Customer Review:
5.0 out of 5 stars
2 customer reviews
Amazon Best Sellers Rank:
#72,127 in Books (See Top 100 in Books)
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.
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