INTRODUCTION
What's harder to find is a book that functions for
marketers as part writing and story guide, part instructional
manual on the ground rules of ethical publishing, and part
straight talk on some muscle-building writing processes and
habits.
What's also hard to find is a book that distills some
helpful ideas about the craft of content simply and (I hope)
memorably, framed for the marketer and businessperson, as
opposed to, say, the novelist or essayist or journalist.
I wrote this book because I couldn't find what I
wanted—part writing guide, part handbook on the rules of
good sportsmanship in content marketing, and all-around
reliable desk companion for anyone creating or directing
content on behalf of brands.
To that end, this book is separated into six sections;
each deals with a different dimension of content:
• Part I, How to Write Better (and How to Hate Writing
Less)—the latter for the recovering or traumatized
writer—offers some handy scaffolding and blueprints for
better thinking and writing.
• Part II, Grammar and Usage, discusses the stuff most
