ANN HANDLEY is a veteran of creating and managing content. She is the Chief Content Officer of MarketingProfs, a training and education company with the largest community of marketers in its category. Ann is a monthly columnist for Entrepreneur magazine, a member of the LinkedIn Influencer program, and the coauthor of the best-selling book on content marketing, Content Rules. She is also a keynote speaker, mom, and writer at AnnHandley.com.Connect with her on Twitter via @annhandley.

Foreword Nancy Duarte xviiAcknowledgments xixIntroduction 1PART I WRITING RULES: HOW TO WRITE BETTER (AND HOW TO HATE WRITING LESS) 111 Everybody Writes 152 Writing Is a Habit, Not an Art 173 Shed High School Rules 204 Regard Publishing as a Privilege 235 Place the Most Important Words (and Ideas) at the Beginning of Each Sentence 256 Follow a Writing GPS 277 The More the Think, the Easier the Ink 338 Organize. Relax, You've Got This 369 Embrace The Ugly First Draft 4110 Swap Places with Your Reader 4411 Humor Comes on the Rewrite 4612 Develop Pathological Empathy 4713 'Cross Out the Wrong Words' 5114 Start with Dear Mom . . . 5415 If You Take a Running Start, Cover Your Tracks 5616 Notice Where Words Appear in Relation to Others around Them 5917 'A Good Lede Invites You to the Party and a Good Kicker Makes You Wish You Could Stay Longer' 6118 Show, Don't Tell 6519 Use Familiar Yet Surprising Analogies 6920 Approach Writing Like Teaching 7121 Keep It Simple--but Not Simplistic 7222 Find a Writing Buddy 7423 Avoid Writing by Committee 7624 Hire a Great Editor 7725 Be Rabid about Readability 7926 End on an I-Can't-Wait-to-Get-Back-to-It Note 8427 Set a Goal Based on Word Count (Not Time) 8528 Deadlines Are the WD-40 of Writing 87PART II WRITING RULES: GRAMMAR AND USAGE 8929 Use Real Words 9130 Avoid Frankenwords, Obese Words, and Words Pretending to Be Something They're Not 9331 Don't Use Weblish (Words You Wouldn't Whisper to Your Sweetheart in the Dark) 9532 Know the Difference between Active and Passive Voice 9633 Ditch Weakling Verbs 9734 Ditch Adverbs, Except When They Adjust the Meaning 9835 Use Clichés Only Once in a Blue Moon 10136 Avoid These Mistakes Marketers Make 10337 Break Some Grammar Rules (At Least These Five) 10738 Learn Words You're Probably Misusing or Confusing with Other Words 10939 Scuse Me While I Kiss This Guy 11740 Limit Moralizing 119PART III STORY RULES 12141 Tell How You'll Change the World 12342 Tell the Story Only You Can Tell 12843 Voice and Tone 13044 Look to Analogy instead of Example 135PART IV PUBLISHING RULES 13945 Wait. What's Brand Journalism? 14146 Tell the Truth 14547 See Content Moments Everywhere 14648 Post News That's Really News 14949 Biased and Balanced 15050 Nonobvious Interview Tips 15251 Fact-Check 15652 Approach Content with 'Mind Like Water' 15853 Seek Out the Best Sources 16054 Be Aware of Hidden Agendas 16155 Cite as You Write 16256 Curate Ethically 16657 Seek Permission, Not Forgiveness 17058 Understand the Basics of Copyright, Fair Use, and For Attribution 17459 Ground Content in Data 178PART V 13 THINGS MARKETERS WRITE 18160 The Ideal Length for Blog Posts, Podcast, Facebook Posts, Tweets, and Other Marketing Content 18361 Writing for Twitter 18862 Writing with Hashtags 19663 Writing Social Media with Humor 20264 Writing for Facebook 20665 Writing for LinkedIn 21066 Writing Your LinkedIn Profile 21567 Writing for Email 21968 Writing Landing Pages 22569 Writing Headlines 23470 Writing a Home Page 23871 Writing the About Us Page 24472 Writing Infographics That Won't Make People Mock Infographics 24973 Writing Better Blog Posts 25474 Writing Annual Reports (or Annual Wrap-Ups) 257PART VI CONTENT TOOLS 263Research and Knowledge Management Tools 264Writing Tools 265Productivity Tools 266Editing Tools 268A Few Great Style Guides 269Non-Text Writing Tools 271Blog Idea Generators 271Google Authorship 272Image Sources (Or, Stock That Doesn't Stink) 273Acknowledgments for Tools 277Epilogue 279Notes 280Index 291

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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.Sections include:* How to write better. (Or, for "adult-onset writers": How to hate writing less.)* Easy grammar and usage rules tailored for business in a fun, memorable way. (Enough to keep you looking sharp, but not too much to overwhelm you.)* Giving your audience the gift of your true story, told well. Empathy and humanity and inspiration are key here, so the book covers that, too.* Best practices for creating credible, trustworthy content steeped in some time-honored rules of solid journalism. Because publishing content and talking directly to your customers is, at its heart, a privilege.* "Things Marketers Write": The fundamentals of 17 specific kinds of content that marketers are often tasked with crafting.* Content Tools: The sharpest tools you need to get the job done.Traditional marketing techniques are no longer enough. Everybody Writes is a field guide for the smartest businesses who know that great content is the key to thriving in this digital world.