An accessible, remarkably comprehensive resource for those looking to master the terrain of digital content.

THE CONTENT ADVANTAGE

A manual argues for digital content’s centrality to a business’s survival.

According to Jones (Does Your Content Work?, 2014, etc.), the disruption wrought by the race to remake commerce digitally has elevated the status of content: “With the rise of digital, I’m convinced we have entered a new business era: the content era. We’re living in a time in which content is both essential for business survival and a potential business advantage.” There’s no way around making content a “core competency,” and shortcuts, like “SEO snake oil,” to avoid putting in the extra effort to support the move won’t work, she asserts. In this second edition of her guide, the author furnishes an impressively encyclopedic account of what it takes to create a successful content operation that begins with an analytically deep audit of one’s capabilities and includes the formulation of a grand vision, or “North Star,” that can function as both a “guiding light” and an abiding source of inspiration. With consistent lucidity, Jones breaks down the fundamental elements of sound content strategy: a “content intelligence system” that effectively assists readers to “embrace the data” and a model of “content operations maturity” that helps “sustain and even scale your implementation.” In addition, she predicts that the future belongs to small and midsize businesses that can nimbly avoid the burdens of entangled bureaucracy, systematize their content with the assistance of artificial intelligence automation, and forge more personal connections with their users. A helpful appendix includes the insights of notable “content geniuses” as well as a presentation of the tools discussed in the book. The author is the head of content at MailChimp, and her expertise is evident on every page. She aims to create a “long-lasting reference but also a useful, cohesive read,” a goal she has certainly accomplished. This work should serve as the authoritative single-volume guide for anyone with a professional interest in the creation and management of digital content. Finally, this second edition is less a sequel than a fully reworked version, with an additional focus put on making the case for the significance of content management to any digital enterprise. 

An accessible, remarkably comprehensive resource for those looking to master the terrain of digital content.

Pub Date: Aug. 6, 2018

ISBN: 978-0-13-515932-3

Page Count: 256

Publisher: New Riders

Review Posted Online: Dec. 4, 2019

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Stricter than, say, Bergen Evans or W3 ("disinterested" means impartial — period), Strunk is in the last analysis...

THE ELEMENTS OF STYLE

50TH ANNIVERSARY EDITION

Privately published by Strunk of Cornell in 1918 and revised by his student E. B. White in 1959, that "little book" is back again with more White updatings.

Stricter than, say, Bergen Evans or W3 ("disinterested" means impartial — period), Strunk is in the last analysis (whoops — "A bankrupt expression") a unique guide (which means "without like or equal").

Pub Date: May 15, 1972

ISBN: 0205632645

Page Count: 105

Publisher: Macmillan

Review Posted Online: Oct. 28, 2011

Kirkus Reviews Issue: May 1, 1972

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MARTIN LUTHER KING, JR. AND THE MARCH ON WASHINGTON

This early reader is an excellent introduction to the March on Washington in 1963 and the important role in the march played by Martin Luther King Jr. Ruffin gives the book a good, dramatic start: “August 28, 1963. It is a hot summer day in Washington, D.C. More than 250,00 people are pouring into the city.” They have come to protest the treatment of African-Americans here in the US. With stirring original artwork mixed with photographs of the events (and the segregationist policies in the South, such as separate drinking fountains and entrances to public buildings), Ruffin writes of how an end to slavery didn’t mark true equality and that these rights had to be fought for—through marches and sit-ins and words, particularly those of Dr. King, and particularly on that fateful day in Washington. Within a year the Civil Rights Act of 1964 had been passed: “It does not change everything. But it is a beginning.” Lots of visual cues will help new readers through the fairly simple text, but it is the power of the story that will keep them turning the pages. (Easy reader. 6-8)

Pub Date: Jan. 1, 2001

ISBN: 0-448-42421-5

Page Count: 48

Publisher: Grosset & Dunlap

Review Posted Online: May 20, 2010

Kirkus Reviews Issue: Dec. 1, 2000

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