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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IN MY PLACE

From the national correspondent for PBS's MacNeil-Lehrer Newshour: a moving memoir of her youth in the Deep South and her role in desegregating the Univ. of Georgia. The eldest daughter of an army chaplain, Hunter-Gault was born in what she calls the ``first of many places that I would call `my place' ''—the small village of Due West, tucked away in a remote little corner of South Carolina. While her father served in Korea, Hunter-Gault and her mother moved first to Covington, Georgia, and then to Atlanta. In ``L.A.'' (lovely Atlanta), surrounded by her loving family and a close-knit black community, the author enjoyed a happy childhood participating in activities at church and at school, where her intellectual and leadership abilities soon were noticed by both faculty and peers. In high school, Hunter-Gault found herself studying the ``comic-strip character Brenda Starr as I might have studied a journalism textbook, had there been one.'' Determined to be a journalist, she applied to several colleges—all outside of Georgia, for ``to discourage the possibility that a black student would even think of applying to one of those white schools, the state provided money for black students'' to study out of state. Accepted at Michigan's Wayne State, the author was encouraged by local civil-rights leaders to apply, along with another classmate, to the Univ. of Georgia as well. Her application became a test of changing racial attitudes, as well as of the growing strength of the civil-rights movement in the South, and Gault became a national figure as she braved an onslaught of hostilities and harassment to become the first black woman to attend the university. A remarkably generous, fair-minded account of overcoming some of the biggest, and most intractable, obstacles ever deployed by southern racists. (Photographs—not seen.)

Pub Date: Nov. 1, 1992

ISBN: 0-374-17563-2

Page Count: 192

Publisher: Farrar, Straus and Giroux

Review Posted Online: May 20, 2010

Kirkus Reviews Issue: Sept. 1, 1992

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