Includes bibliographical references and index.

Writing rules : how to write better (and how to hate writing less)
Writing rules : grammar and usage
Story rules
Publishing rules
13 things marketers write
Content tools. pt. I. Writing rules : how to write better (and how to hate writing less)
Everybody writes
Writing is a habit, not an art
Shed high school rules
Regard publishing as a privilege
Place the most important words (and ideas) at the beginning of each sentence
Follow a writing GPS
The more the think, the easier the ink
Organize : relax, you've got this
Embrace the ugly first draft
Swap places with your reader
Humor comes on the rewrite
Develop pathological empathy
"Cross out the wrong words"
Start with Dear Mom ..
If you take a running start, cover your tracks
Notice where words appear in relation to others around them
"A good lede invites yo to the party and a good kicker makes you wish you could stay longer"
Show, don't tell
Use familiar yet surprising analogies
Approach writing like teaching
Keep it simple : but not simplistic
Find a writing buddy
Avoid writing by committee
Hire a great editor
Be rapid about readability
End on an I-can't-wait-to-get-back-to-it note
Set a goal based on word count (not time)
Deadlines are the WD-40 of writing
pt. II. Writing rules : grammar and usage
Use real words
Avoid frankenwords, obese words, and words pretending to be something they're not
Don't use Weblish (words you wouldn't whisper to your sweetheart in the dark)
Know the difference between active and passive voice
Ditch weakling verbs
Ditch adverbs, except when they adjust the meaning
Use clichés only once in a blue moon
Avoid these mistakes marketers make
Break some grammar rules (at least these five)
Learn words you're probably misusing or confusing with other words
Scouse me while I kiss this guy
Limit moralizing
pt. III. Story rules
Tell how you'll change the world
Tell the story only you can tell
Voice and tone
Look to analogy instead of example
pt. IV. Publishing rules
Wait : what's brand journalism?
Tell the truth
See content moments everywhere
Post news that['s really news
Biased and balanced
Nonobvious interview tips
Fact-check
Approach content with "mind like water"
Seek out the best sources
Be aware of hidden agendas
Cite as you write
Curate ethically
Seek permission, not forgiveness
Understand the basics of copyright, fair use, and for attribution
Ground content in data
pt. V. 13 things marketers write
The ideal length for blog posts, podcast, Facebook posts, tweets, and other marketing content
Writing for Twitter
Writing with hashtags
Writing social media with humor
Writing for Facebook
Writing for LinkedIn
Writing your LinkedIn profile
Writing for email
Writing landing pages
Writing headlines
Writing a home page
Writing the About Us page
Writing infographics that won't make people mock infographics
Writing better blog posts
Writing annual reports (or annual wrap-ups)
pt. 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)

"A hands-on blueprint for reliably creating page-turning content (without pulling out your hair) .In the revised and updated edition of Everybody Writes, veteran content marketer and author Ann Handley delivers expert guidance and insight into the process and strategy of content creation, production, and publishing. With practical, how-to advice designed to get results, this new edition features updated examples and developments, as well as a brand-new chapter on newsletters. In this book, you'll discover: How to attract and retain customers with stellar online communication . How to choose your words well, sparingly, and with an emphasis on honest empathy for your customers. Best practices for crafting credible, trustworthy content that's steeped in the tried-and-tested rules of modern journalism .Traditional marketing techniques just won't cut it anymore. In this latest edition of Everybody Writes, you'll find the strategies, techniques, tips, and tools you'll need to refine and upgrade your content marketing chops."--