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Everybody Writes

Your Go-To Guide to Creating Ridiculously Good Content

Gebonden Engels 2014 9781118905555
Verkooppositie 5871Hoogste positie: 5871
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Finally a go-to guide to creating and publishing the kind of content that will make your business thrive.

Everybody Writes is a go-to guide to attracting and retaining customers through stellar online communication, because in our content-driven world, every one of us is, in fact, a writer.

If you have a web site, you are a publisher. If you are on social media, you are in marketing. And that means that we are all relying on our words to carry our marketing messages. We are all writers.

Yeah, but who cares about writing anymore? In a time-challenged world dominated by short and snappy, by click-bait headlines and Twitter streams and Instagram feeds and gifs and video and Snapchat and YOLO and LOL and #tbt. . . does the idea of focusing on writing seem pedantic and ordinary?

Actually, writing matters more now, not less. Our online words are our currency; they tell our customers who we are.

Our writing can make us look smart or it can make us look stupid. It can make us seem fun, or warm, or competent, or trustworthy. But it can also make us seem humdrum or discombobulated or flat-out boring.

That means you've got to choose words well, and write with economy and the style and honest empathy for your customers. And it means you put a new value on an often-overlooked skill in content marketing: How to write, and how to tell a true story really, really well. That's true whether you're writing a listicle or the words on a Slideshare deck or the words you're reading right here, right now...

And so being able to communicate well in writing isn't just nice; it's necessity. And it's also the oft-overlooked cornerstone of nearly all our content marketing.

In Everybody Writes, top marketing veteran Ann Handley gives expert guidance and insight into the process and strategy of content creation, production and publishing, with actionable how-to advice designed to get results.

These lessons and rules apply across all of your online assets — like web pages, home page, landing pages, blogs, email, marketing offers, and on Facebook, Twitter, LinkedIn, and other social media. Ann deconstructs the strategy and delivers a practical approach to create ridiculously compelling and competent content. It's designed to be the go-to guide for anyone creating or publishing any kind of online content — whether you're a big brand or you're small and solo.

Specificaties

ISBN13:9781118905555
Taal:Engels
Bindwijze:gebonden
Aantal pagina's:320
Druk:1
Verschijningsdatum:4-11-2014

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Over Ann Handley

Ann Handley is the Chief Content Officer of MarketingProfs, a training and education company with the largest community of marketers in its category, and co-founded ClickZ.com. She is a monthly columnist for Entrepreneur magazine, a contributor to LinkedIn's Influencer program, and Amex's OPEN Forum. There's nothing more fun than following her on Twitter, where she has 170,000 followers, or subscribing to her own site at AnnHandley.com.

Andere boeken door Ann Handley

Inhoudsopgave

Foreword Nancy Duarte
Acknowledgments
Introduction

PART I WRITING RULES: HOW TO WRITE BETTER (AND HOW TO HATE WRITING LESS)

1 Everybody Writes
2 Writing Is a Habit, Not an Art
3 Shed High School Rules
4 Regard Publishing as a Privilege
5 Place the Most Important Words (and Ideas) at the Beginning of Each Sentence
6 Follow a Writing GPS
7 The More the Think, the Easier the Ink
8 Organize. Relax, You’ve Got This
9 Embrace The Ugly First Draft
10 Swap Places with Your Reader
11 Humor Comes on the Rewrite
12 Develop Pathological Empathy
13 ‘Cross Out the Wrong Words’
14 Start with Dear Mom . . .
15 If You Take a Running Start, Cover Your Tracks
16 Notice Where Words Appear in Relation to Others around Them
17 ‘A Good Lede Invites You to the Party and a Good Kicker Makes You Wish You Could Stay Longer’
18 Show, Don’t Tell
19 Use Familiar Yet Surprising Analogies
20 Approach Writing Like Teaching
21 Keep It Simple—but Not Simplistic
22 Find a Writing Buddy
23 Avoid Writing by Committee
24 Hire a Great Editor
25 Be Rabid about Readability
26 End on an I-Can’t-Wait-to-Get-Back-to-It Note
27 Set a Goal Based on Word Count (Not Time)
28 Deadlines Are the WD-40 of Writing

PART II WRITING RULES: GRAMMAR AND USAGE

29 Use Real Words
30 Avoid Frankenwords, Obese Words, and Words Pretending to Be Something They’re Not
31 Don’t Use Weblish (Words You Wouldn’t Whisper to Your Sweetheart in the Dark)
32 Know the Difference between Active and Passive Voice
33 Ditch Weakling Verbs
34 Ditch Adverbs, Except When They Adjust the Meaning
35 Use Clichés Only Once in a Blue Moon
36 Avoid These Mistakes Marketers Make
37 Break Some Grammar Rules (At Least These Five)
38 Learn Words You’re Probably Misusing or Confusing with Other Words
39 Scuse Me While I Kiss This Guy
40 Limit Moralizing

PART III STORY RULES

41 Tell How You’ll Change the World
42 Tell the Story Only You Can Tell
43 Voice and Tone
44 Look to Analogy instead of Example

PART IV PUBLISHING RULES

45 Wait. What’s Brand Journalism?
46 Tell the Truth
47 See Content Moments Everywhere
48 Post News That’s Really News
49 Biased and Balanced
50 Nonobvious Interview Tips
51 Fact-Check
52 Approach Content with ‘Mind Like Water’
53 Seek Out the Best Sources
54 Be Aware of Hidden Agendas
55 Cite as You Write
56 Curate Ethically
57 Seek Permission, Not Forgiveness
58 Understand the Basics of Copyright, Fair Use, and For Attribution
59 Ground Content in Data

PART V 13 THINGS MARKETERS WRITE

60 The Ideal Length for Blog Posts, Podcast, Facebook Posts, Tweets, and Other Marketing Content
61 Writing for Twitter
62 Writing with Hashtags
63 Writing Social Media with Humor
64 Writing for Facebook
65 Writing for LinkedIn
66 Writing Your LinkedIn Profile
67 Writing for Email
68 Writing Landing Pages
69 Writing Headlines
70 Writing a Home Page
71 Writing the About Us Page
72 Writing Infographics That Won’t Make People Mock Infographics
73 Writing Better Blog Posts
74 Writing Annual Reports (or Annual Wrap-Ups)

PART VI CONTENT TOOLS

Research and Knowledge Management Tools
Writing Tools
Productivity Tools
Editing Tools
A Few Great Style Guides
Non-Text Writing Tools
Blog Idea Generators
Google Authorship
Image Sources (Or, Stock That Doesn’t Stink)
Acknowledgments for Tools

Epilogue

Notes
Index

Managementboek Top 100

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