Everybody Writes
Everybody Writes
Ann Handley · first published 2014 · ISBN 9781118905593
Part style guide, part production manual for organizations where everyone now publishes whether they can write or not. Handley is practical about the boring half, including editing, process, and the difference between a draft and a shipped page.
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For the volume problem: when the whole organization publishes, someone has to make the output consistent. Handley on editing and process, which is where copy actually improves.
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Ranking eventually reduces to publishing more useful pages than the other site, consistently, which is an editorial production problem before it is a technical one. Handley is practical about the unglamorous half.