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Evaluation Across Newspaper Genres: Hard News Stories, Editorials and Feature Articles (Routledge Studies in Applied Linguistics)
by Jonathan NgaiEvaluation Across Newspaper Genres: Hard News Stories, Editorials and Feature Articles is the first book-length study of evaluation or stance in three major newspaper genres: hard news stories, editorials and feature articles, the last of which is a Cinderella genre in linguistic studies. It offers a fresh approach to exploring the ways in which evaluation or stance contributes to the construction of the three newspaper genres, each with a distinct communicative purpose. Key features include using a 900,000-word comparable corpus of newspaper texts arranged by genre and topic domain, drawing on a specially developed framework of analysis with a strong orientation to news values, carrying out structural analysis by creating sub-corpora of different parts of newspaper texts and adopting a functional approach to evaluation in newspaper discourse. Evaluation Across Newspaper Genres amply demonstrates that evaluation plays a vital and yet dynamic role in the construction of hard news stories, editorials and feature articles by performing a great variety of discourse functions. In doing so, the book also illuminates such important linguistic concepts as specificity/variation and textual colligation. Providing a new and unifying perspective on evaluation as a prime driver of text construction, it will be of interest and use to researchers, teachers and students of English language, applied linguistics and journalism.
Evaluation Across Newspaper Genres: Hard News Stories, Editorials and Feature Articles (Routledge Studies in Applied Linguistics)
by Jonathan NgaiEvaluation Across Newspaper Genres: Hard News Stories, Editorials and Feature Articles is the first book-length study of evaluation or stance in three major newspaper genres: hard news stories, editorials and feature articles, the last of which is a Cinderella genre in linguistic studies. It offers a fresh approach to exploring the ways in which evaluation or stance contributes to the construction of the three newspaper genres, each with a distinct communicative purpose. Key features include using a 900,000-word comparable corpus of newspaper texts arranged by genre and topic domain, drawing on a specially developed framework of analysis with a strong orientation to news values, carrying out structural analysis by creating sub-corpora of different parts of newspaper texts and adopting a functional approach to evaluation in newspaper discourse. Evaluation Across Newspaper Genres amply demonstrates that evaluation plays a vital and yet dynamic role in the construction of hard news stories, editorials and feature articles by performing a great variety of discourse functions. In doing so, the book also illuminates such important linguistic concepts as specificity/variation and textual colligation. Providing a new and unifying perspective on evaluation as a prime driver of text construction, it will be of interest and use to researchers, teachers and students of English language, applied linguistics and journalism.
An Evaluation Framework for Multimodal Interaction: Determining Quality Aspects and Modality Choice (T-Labs Series in Telecommunication Services)
by Ina WechsungThis book presents (1) an exhaustive and empirically validated taxonomy of quality aspects of multimodal interaction as well as respective measurement methods, (2) a validated questionnaire specifically tailored to the evaluation of multimodal systems and covering most of the taxonomy‘s quality aspects, (3) insights on how the quality perceptions of multimodal systems relate to the quality perceptions of its individual components, (4) a set of empirically tested factors which influence modality choice, and (5) models regarding the relationship of the perceived quality of a modality and the actual usage of a modality.
Evaluation in Advertising Reception: A Socio-Cognitive and Linguistic Perspective
by S. BulloPlaced within the context of reception studies, this book investigates how advertisements that rely on re-contextualising shared cultural knowledge are understood by their viewers, and examines their persuasive potential.
Evaluation online: Internetgestützte Befragung in der Praxis
by Udo KuckartzOnline-Erhebungen werden in der empirischen Sozialforschung zunehmend eingesetzt. Sie sind kostengünstig, lassen sich schneller und mit größeren Stichproben durchführen und bieten zahlreiche Qualitätsvorteile. Zudem vereinfachen internetbasierte Befragungen die Integration von offenen und standardisierten Fragen und erlauben auf diese Weise die Erfassung von Motiven, Bedeutungen, Begründungen und subjektiven Sichtweisen. Diese Vorteile machen sie auch für den Einsatz im Rahmen von Evaluationen interessant. Teure Transkriptionen entfallen, so dass die Durchführung von Mixed Methods-Erhebungen erleichtert wird. Dieses Buch gibt eine detaillierte und praxisnahe Einführung in die Konzeption, Durchführung und Auswertung von Online-Befragungen mit Mixed Methods. Bezüge zu den Standards für Evaluation der Gesellschaft für Evaluation (DeGEval) helfen, die Qualität eigener Evaluationen zu erhöhen, und eine Checkliste hilft bei der praktischen Umsetzung.
Evaluation von Studium und Lehre: Grundlagen, methodische Herausforderungen und Lösungsansätze
by Daniel Großmann Tobias WolbringIn diesem Sammelband werden Probleme in der Evaluation von Studium und Lehre aufgezeigt und ein möglicher Umgang mit ihnen erörtert. Obgleich Evaluationen in Form von Befragungen Studierender zur Lehr- und Studiensituation flächendeckend verbreitet sind, weisen die genutzten Instrumente und Verfahren methodische Probleme auf und besteht daher Kritik an deren Genauigkeit und Verlässlichkeit sowie dem Umgang mit den gewonnenen Ergebnissen. In den Beiträgen werden historische und methodische Grundlagen besprochen, Potentiale und Grenzen spezifischer Evaluationsverfahren aufgezeigt und mögliche externe Einflüsse auf Evaluationsergebnisse betrachtet.
Evaluative Language in Sports: Crowds, Coaches and Commentators (Routledge Studies in Sociolinguistics)
by John Walsh David Caldwell Jon JureidiniWalsh, Caldwell and Jureidini offer an expansive linguistic perspective on the evaluative language prevalent in the world of professional sports.This book presents a close linguistic analysis of evaluative language in sport. Drawing on appraisal theory and data from three distinct sporting contexts – songs and chants in football stadiums, television commentary and coach discourse – it examines the critical role played by affectual, judgemental and appreciative language. In the spirit of sociolinguistics, this book also considers the history and culture of the respective sporting contexts. Connections are made between the evaluative language expressed by supporters, commentators and coaches and the invocation of power and solidarity. Evaluative Language in Sports gives insight into some of the key language practices that contribute to professional sports culture: a communal and combative world of winners and losers, ‘us and ‘them’.An innovative and valuable book that will appeal to students, researchers and sports enthusiasts interested in sports communication and language, sociolinguistics and media studies.
Evaluative Language in Sports: Crowds, Coaches and Commentators (Routledge Studies in Sociolinguistics)
by John Walsh David Caldwell Jon JureidiniWalsh, Caldwell and Jureidini offer an expansive linguistic perspective on the evaluative language prevalent in the world of professional sports.This book presents a close linguistic analysis of evaluative language in sport. Drawing on appraisal theory and data from three distinct sporting contexts – songs and chants in football stadiums, television commentary and coach discourse – it examines the critical role played by affectual, judgemental and appreciative language. In the spirit of sociolinguistics, this book also considers the history and culture of the respective sporting contexts. Connections are made between the evaluative language expressed by supporters, commentators and coaches and the invocation of power and solidarity. Evaluative Language in Sports gives insight into some of the key language practices that contribute to professional sports culture: a communal and combative world of winners and losers, ‘us and ‘them’.An innovative and valuable book that will appeal to students, researchers and sports enthusiasts interested in sports communication and language, sociolinguistics and media studies.
Evangelicals Incorporated: Books and the Business of Religion in America
by Daniel VacaAmerican evangelicalism is big business. It is not, Daniel Vaca argues, just a type of conservative Protestantism that market forces have commodified. Rather evangelicalism is an expressly commercial practice, in which the faithful participate, learn, and develop religious identities by engaging corporations and commercial products.
Event-Catering in der Live Communication: Essen und Trinken als bedeutendes Veranstaltungselement (essentials)
by Florian Hettler Stefan LuppoldDas meisterinnerte Element von Veranstaltungen ist das Catering – was es zu essen und zu trinken gab. Die Autoren zeigen in diesem essential, dass es schon in einer ersten konzeptionellen Grobstruktur um ein professionelles Handling des Themas und im Verlauf des Projekts um eine adäquate Planung und Steuerung geht. Als Grundlage für ein ganzheitliches Verständnis müssen Begriffe und Vorschriften bekannt, die Auswahl und der Umgang mit Caterern verstanden und die Gestaltungsfaktoren geläufig sein. Neben funktionalen und organisatorischen Aspekten gilt es, die dramaturgischen Potenziale von Event-Catering zu nutzen und sich mit verschiedenen Szenarien vertraut zu machen. Als Unterstützung bei der Planung und Durchführung eines Events dienen verschiedene Checklisten.
Event-Marketing in der Politik: Medieninszenierungen in Deutschland, Frankreich und der Schweiz
by Markus KuhnEvent – ein Modewort erobert und durchdringt unsere Alltagssprache. Dabei macht es nicht Halt vor dem politischen System, in das es längst Eingang gef- den hat. Die Event-Gesellschaft ist geprägt durch heterogenes Freizeitverhalten - Spaß und Unterhaltung haben in ihr jedoch eine dominante Stellung erreicht. Als Antwort auf dieses Zeitgeist-Phänomen versucht das politische System sein- seits Events als adäquates Kommunikationsmittel zu etablieren. Am offensichtlichsten gelingt dies in Vorwahlperioden, in denen die Kommunikation mit dem Wähler intensiv gestaltet wird. Deshalb konzentriert sich die vorliegende Arbeit bei der Untersuchung des Event-Phänomens auf den Teilbereich der politischen Kommunikation, der durch ausgeprägte Konfliktlinien geprägt ist, was mit dem Kampf um Aufmerksamkeit, Wählerstimmen und Prestige zusammen hängt. Die Untersuchung leistet damit eine Pionierarbeit, um das intransparente Agglomerat der mit dieser Bezei- nung hantierenden Akteure wie Politiker, Medienvertreter, PR-Berater und auch Wissenschaftler, auf eine präzise Grundlage zu stellen und wissenschaftlich klare Analysen zu ermöglichen. Denn kennzeichnend für den Umgang mit diesem Phänomen ist ein unr- lektierter und Verwirrung stiftender Bezugsrahmen, der kaum dazu angetan ist, den Begriff „Event-Marketing“ im wissenschaftlichen Kontext wirklich fruchtbar machen zu können. Ein derart schillernder Begriff speist seine aktuellen Konnotationen aus gänzlich unterschiedlichen Quellen. In einem umfangreichen theoretischen Teil werden der Komplexität und Tragweite des Themas entsprechend interdisziplinä- 6 Geleitwort re Analysestränge diese Problematik aufgreifen. Deswegen kommen neben der politikwissenschaftlichen Perspektive auch linguistische, soziologische und - triebswirtschaftliche Elemente zum Tragen und werden zur theoretischen V- dichtung herangezogen.
The Event of Psychopoetics: Imagination and the Rupture of Psychology (Concepts for Critical Psychology)
by Raúl GarcíaThe Event of Psychopoetics overviews and investigates the notion of psychopoetics, a sociopsychological event that involves re-creative slips and that emerges under certain cultural conditions and power relations in the context of everyday interaction and through certain modes of dialoguing and conversing. This transdisciplinary text takes the reader through the thought processes of Deleuze, Guattari, Agamben, Maffesoli, Foucault, Butler, Haraway, and Braidotti, among others, addressing debates that are integral to the critique of psychology and its devices of subjectivization and normalization. Garcia takes a unique approach by reflecting on how psychopoetics contrasts institutionalized dialogues, while constantly emphasizing the generative and transformative potency of social worlds effectuated in the impetuous play of poetics. The book combines the rigor of academic research with the creative display of ideas that open diverse, suggestive lines of reflection on everyday interlocution and its possibilities of reinvention, modes of social existence, and the relation between subjectivity and the designs of power. A truly unique reading experience, this book is ideal for students, instructors, and researchers in the fields of philosophy, social psychology and sociological thought, discourse studies, literary theory, and cultural analysis.
The Event of Psychopoetics: Imagination and the Rupture of Psychology (Concepts for Critical Psychology)
by Raúl GarcíaThe Event of Psychopoetics overviews and investigates the notion of psychopoetics, a sociopsychological event that involves re-creative slips and that emerges under certain cultural conditions and power relations in the context of everyday interaction and through certain modes of dialoguing and conversing. This transdisciplinary text takes the reader through the thought processes of Deleuze, Guattari, Agamben, Maffesoli, Foucault, Butler, Haraway, and Braidotti, among others, addressing debates that are integral to the critique of psychology and its devices of subjectivization and normalization. Garcia takes a unique approach by reflecting on how psychopoetics contrasts institutionalized dialogues, while constantly emphasizing the generative and transformative potency of social worlds effectuated in the impetuous play of poetics. The book combines the rigor of academic research with the creative display of ideas that open diverse, suggestive lines of reflection on everyday interlocution and its possibilities of reinvention, modes of social existence, and the relation between subjectivity and the designs of power. A truly unique reading experience, this book is ideal for students, instructors, and researchers in the fields of philosophy, social psychology and sociological thought, discourse studies, literary theory, and cultural analysis.
Event Planning and Management: Principles, Planning and Practice
by Ruth Dowson Bernadette Albert Dan LomaxLearn how to plan, deliver and evaluate successful events with this clear and comprehensive textbook which explores the latest developments in this challenging and fast-paced environment.Written by authors with extensive industry experience of working on a wide spectrum of events, this is an essential step-by-step resource for students and the next generation of event planners. Offering a well-rounded approach which introduces key models and theories as well as practical real-life insights throughout, Event Planning and Management offers a structured formula for all types of events, from their initial planning to final evaluation.Without assuming prior subject knowledge or experience, this fully updated third edition of Event Planning and Management provides a renewed focus on virtual and hybrid events, which is lacking from many other texts. Featuring real-world examples including The 2022 Commonwealth Games, Expo 2020 Dubai and The American Heart Association (AHA) conferences, accompanying online resources include lecture slides, activities, self-test questions and web links. This is an indispensable resource for students studying events-related modules, as well as early-stage practitioners and aspiring events managers.
Event Planning and Management: Principles, Planning and Practice (PR In Practice)
by Ruth Dowson David BassettEvent Planning and Management, second edition, is an ideal resource for those seeking a step by step formula to plan and deliver a successful event. With the vital balance of professional experience behind them, the authors teach the next generation of event planners with unrivalled knowledge, ensuring an effective event process from start to finish. This book delivers practical understanding of the theory and practice needed to activate each stage of planning, from initial venue selection, budgeting and programme content, to managing stakeholders and sponsors, promotion, risk assessment, safety and post-event evaluation. Fully revised, the second edition of Event Planning and Management expands on managing events on the day, and explores the PR and experiential marketing boom for live brand experiences. Including updated real-world case studies from around the globe, it also features an invaluable toolkit of templates, planning checklists and budget sheets. Accompanied by a host of downloadable resources, this book is the ideal end to end resource for both event planning modules and certifications, plus busy marketing and PR professionals facing the new wave of live brand and customer experiences.
Event Planning and Management: Principles, Planning and Practice
by Ruth Dowson David BassettEvent Planning and Management, second edition, is an ideal resource for those seeking a step by step formula to plan and deliver a successful event. With the vital balance of professional experience behind them, the authors teach the next generation of event planners with unrivalled knowledge, ensuring an effective event process from start to finish. This book delivers practical understanding of the theory and practice needed to activate each stage of planning, from initial venue selection, budgeting and programme content, to managing stakeholders and sponsors, promotion, risk assessment, safety and post-event evaluation. Fully revised, the second edition of Event Planning and Management expands on managing events on the day, and explores the PR and experiential marketing boom for live brand experiences. Including updated real-world case studies from around the globe, it also features an invaluable toolkit of templates, planning checklists and budget sheets. Accompanied by a host of downloadable resources, this book is the ideal end to end resource for both event planning modules and certifications, plus busy marketing and PR professionals facing the new wave of live brand and customer experiences.
Event-Protokoll: Regeln, Abläufe und Prozesse bei Veranstaltungen zur erfolgreichen Stakeholder-Kommunikation (essentials)
by Knut Lohrisch Stefan LuppoldKein Event ohne Protokoll! Was meist nur als Etikette und Placement bekannt ist, trägt entscheidend zum Erfolg bei Veranstaltungen bei. Der richtige Umgang mit Stakeholdern ist gerade in der Live Communication ein wesentliches Element, um die beabsichtigte Wirkung erzielen zu können. Es muss in der Organisation und Planung verankert sein, bei der Durchführung als wahrnehmbare Wertschätzung, als erkennbare Gastgeber-Kultur positioniert werden. Ob nun als Corporate Protocol institutionalisiert oder mit den entsprechenden Kompetenzen als Bestandteil der Unternehmenskommunikation: Event-Protokoll ist Stakeholder-Management.
Event Sponsorship and Fundraising: An Advanced Guide
by Tom Lunt Eva NicotraSecuring sponsorship and other sources of funding for events is becoming increasingly competitive, making differentiation and delivery vital. Event Sponsorship and Fundraising explores this complex area of event management, drawing on both experiential marketing and consumer behaviour theories, and developing critical insights on the dynamics of successful event sponsorship. Its coverage includes professional guidance on prospecting for sponsors, brand activation and evaluation, as well as advice on relationship management, proposal writing and pitching to potential sponsors. Event Sponsorship and Fundraising places each of these concepts at the heart of the Integrated Marketing Communications Mix, alongside cutting edge literature on the topic. Written by two highly experienced industry practitioners, both of which now teach on two of the UK's leading event management degree courses, and supported by a comprehensive set of online resources, this book is an invaluable go-to resource for event management students, tutors and professionals alike.
Event Sponsorship and Fundraising: An Advanced Guide
by Tom Lunt Eva NicotraSecuring sponsorship and other sources of funding for events is becoming increasingly competitive, making differentiation and delivery vital. Event Sponsorship and Fundraising explores this complex area of event management, drawing on both experiential marketing and consumer behaviour theories, and developing critical insights on the dynamics of successful event sponsorship. Its coverage includes professional guidance on prospecting for sponsors, brand activation and evaluation, as well as advice on relationship management, proposal writing and pitching to potential sponsors. Event Sponsorship and Fundraising places each of these concepts at the heart of the Integrated Marketing Communications Mix, alongside cutting edge literature on the topic. Written by two highly experienced industry practitioners, both of which now teach on two of the UK's leading event management degree courses, and supported by a comprehensive set of online resources, this book is an invaluable go-to resource for event management students, tutors and professionals alike.
Events as a Strategic Marketing Tool
by Dorothé Gerritsen Ronald van OlderenEvents have come to play an ever-growing role in marketing; by connecting products and services with experiences and vice versa, producers can create important added value. Events as a Strategic Marketing Tool, 2nd edition describes how events can be used as a strategic tool in marketing practices. Fully updated and with new case studies throughout, this second edition reviews the way organizations use events to connect with their visitors. It covers the development of the experience economy, the steps from strategy to concept, event design and touchpoints. It also considers the areas of marketing within which experiences play a role, such as branding, relationship marketing and city marketing. Concluding with a chapter on effect measurement and evaluation, and including a wealth of internationally relevant examples, the book gives a thorough insight into the way events can help reach strategic marketing goals. With coverage of a wide range of marketing areas, the book also includes content on cutting-edge topics such as neuromarketing, providing students with a comprehensive introduction to using events as part of the marketing mix. Contains numerous international examples that showcase the variety of ways that events can be used A wealth of images illustrate the theory, helping students to visualize concepts and improve understanding. This new edition provides an engaging resource for both students and professionals interested in leisure, tourism and events.
Every Town Is a Sports Town: Business Leadership at ESPN, from the Mailroom to the Boardroom
by George Bodenheimer Donald T. PhillipsA Best Business Book of 2015, Strategy Business ESPN's rise is one of the most remarkable stories about business and sports in our time, and nobody can tell it better than George Bodenheimer. It may be hard to believe, but not long ago, getting sports updates was difficult and frustrating. ESPN changed everything. George Bodenheimer knows. Initially hired to work in the mailroom, one of Bodenheimer's first jobs was to pick up sportscaster Dick Vitale at the Hartford airport and drive him to ESPN's main campus--a couple of trailers in a dirt parking lot. But as ESPN grew, so did George's status in the company. In fact, Bodenheimer played a major part in making ESPN a daily presence not just here, but all over the world. In this business leadership memoir--written with bestselling author Donald T. Phillips--Bodenheimer lays out ESPN's meteoric rise. This is a book for business readers and sports fans alike.
Every Town Is a Sports Town: Business Leadership at ESPN, from the Mailroom to the Boardroom
by George Bodenheimer Donald T. PhillipsESPN's rise is one of the most remarkable stories about business and sports in our time, and nobody can tell it better than George Bodenheimer. It may be hard to believe, but not long ago, getting sports updates was difficult and frustrating. ESPN changed everything. George Bodenheimer knows. Initially hired to work in the mailroom, one of Bodenheimer's first jobs was to pick up sportscaster Dick Vitale at the Hartford airport and drive him to ESPN's main campus--a couple of trailers in a dirt parking lot. But as ESPN grew, so did George's status in the company. In fact, Bodenheimer played a major part in making ESPN a daily presence not just here, but all over the world. In this business leadership memoir--written with bestselling author Donald T. Phillips--Bodenheimer lays out ESPN's meteoric rise. This is a book for business readers and sports fans alike. A Best Business Book of 2015, Strategy Business
Everybody Matters: The Extraordinary Power of Caring for Your People Like Family
by Bob Chapman Raj SisodiaIn Everybody Matters, CEO Bob Chapman and bestselling author Raj Sisodia challenge traditional thinking about how to run a business and how to be an inspirational leader. Starting in 1997, Barry-Wehmiller CEO Bob Chapman has pioneered a dramatically different approach to leadership that creates off-the-charts morale, loyalty, creativity, and business performance. At Barry-Wehmiller, every single person matters, just like in a family. That's not a cliché on a mission statement; it's the bedrock of the company's success.In Everybody Matters, Chapman and co-author Raj Sisodia show how any organization can stop viewing its employees are simply functions, to be moved around, 'managed' with carrots and sticks, or discarded at will. By doing so, disengaged workers begin to share their gifts and talents toward a shared future. Uninspired workers stop feeling that their jobs have no meaning. And everyone stops counting the minutes until it's time to go home.Everybody Matters chronicles Chapman's journey to find his true calling and provides clear steps to transform your own workplace, whether you lead two people or two hundred thousand.'If you're ready for a new way of doing business, this is the book for you' Daniel H. Pink, author of To Sell Is Human and Drive'Bob Chapman is on a mission to change the way businesses treat their employees' Inc.magazine
Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content
by Ann HandleyFinally 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.
Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content
by Ann HandleyFinally 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.