Table of Contents

• 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 InfluentialPart 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
  

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.