Ann Handley

Content is essentially everything your customer or prospect

touches or interacts with

Content is the entire user experience,

Are you telling your story from your

unique perspective, with a voice and style that’s clearly all you?

♦ A mirror of good, clear, thinking that’s an antidote to the

complexity that can sometimes characterize our business world.

“When you have to write your ideas out in complete

sentences and complete paragraphs, it forces a deeper clarity

of thinking.”

“When you have to write your ideas out in complete

sentences and complete paragraphs, it forces a deeper clarity

of thinking.”

“Writing with a narrative structure rather

than relying on messaging by numbers or bullet points also

pushes people to think through problems within a fuller context.”

What matters now isn’t storytelling; what matters is telling a

true story well.

quality content means content that is packed

with clear utility and is brimming with inspiration, and it has

relentless empathy for the audience:

Utility means you clearly help your customers do something

that matters to them—you help them shoulder their burdens,

you ease their pain, or you help them make a decision.