Want a good book to advance your content skills, inspire creativity, or grow your business acumen?
Look no further. One of these 40 books recommended by the CMI community is sure to help (and not coincidentally, given this is Women’s History Month, they’re all authored or co-authored by women).
I’ve grouped the recommendations into the following categories: content marketing — strategy, planning, and writing; general marketing and business; public relations and communications; and psychology and persuasion.
Content marketing books: Strategy, planning, writing
Bird By Bird: Some Instructions on Writing and Life (1994) by Anne Lamott
Description: For a quarter century, more than one million readers — scribes and scribblers of all ages and abilities — have been inspired by Anne Lamott’s hilarious, big-hearted, homespun advice. The advice begins with the simple words of wisdom passed down from Anne’s father — also a writer — in the iconic passage that gives the book its title.
Recommended by Adam P. Newton, copywriter and content manager, NRG Energy: “A classic recommendation for writers, this book should be pored over by marketers looking to re-examine how and why they tell stories, especially when it comes to drafting, revisions, clarity, and purpose.”
Content Design: Research, Plan, and Deliver the Content Your Audience Wants and Needs (2024) by Sarah Winters and Rachel Edwards
Description: Using real-world and imagined examples, this practical guide supports you through the content design process one step at a time. This second edition includes updated case studies and a new chapter on journey mapping.
Recommended by Teresa Lee, content manager, Datos: “This is the bible of content creation. It’s relevant not just for content writers but for everyone who deals with content (which is pretty much everyone) and practices what it preaches: The book has a unique, clear, and user-friendly design.”
The Content Formula: Calculate the ROI of Content Marketing & Never Waste Money Again (2015) by Michael Brenner and Liz Bedor
Description: The Content Formula answers the biggest question currently on marketers’ minds: What is the ROI of content marketing? This book provides a step-by-step guide for marketers and is divided into three parts: how to build the business case for content marketing, how to find the budget to establish a new content marketing program, and how to measure content marketing success in business terms.
Recommended by Aqsa Tabassam, CMO, EvolveDash: “Before delving into the content space of marketing, this book reveals the whys and hows of this field. It also describes the nature of expense you are expected to invest in content marketing. According to the authors, the measurement of ROI establishes whether your content marketing strategy is helpful for business or not.”
The Content Fuel Framework: How To Generate Unlimited Story Ideas (For Marketers and Creators) (2020) by Melanie Deziel
Description: Trained journalist and award-winning content marketer Melanie Deziel shows you how to maximize your creativity by systematizing it. This simple framework catalyzes the brainstorming process, making idea generation effortless and nearly automatic. No more writer’s block. No more asking, “What should I post?” No more waiting for that “big idea” to show up in its own time. This system allows storytellers from any industry to produce fresh story ideas on demand at any time.
Recommended by Adrien Lemaire, content manager, Narratempo: “Learn how to get more ideas for your content.”
The Content Puzzle … and the Missing Piece (2022) by Andi Robinson
Description: The content itself is one part of content marketing, but in many respects, it is not the most important. Before you start thinking about what types of content you need to create, you need to lay the groundwork. Think of this as the edge of the puzzle that holds the whole picture together.
Recommended by Robbie Schneider, director of U.S. communications, Health Tech Without Borders: “It’s an easy, actionable read.”
Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business (2012) by Ann Handley and C.C. Chapman
Description: Blogs, YouTube, Facebook, and other platforms are giving everyone a “voice,” including organizations and their customers. Content Rules equips you for online success as a one-stop source on the art and science of developing content that people care about. This coverage is interwoven with case studies.
Recommended by Erin Read, marketing communications director, Polaris MEP: “It’s not new, just fabulous. I have used it to train new content marketers and to help clients generate and evolve story ideas. Especially useful are their examples of effective content marketing for ‘non-sexy’ industries.”
The Content Strategy Toolkit: Methods, Guidelines, and Templates for Getting Content Right (2015) by Meghan Casey
Description: Armed with this book, you can confidently tackle difficult activities like telling your boss or client what’s wrong with their content, getting the budget to do content work, and aligning stakeholders on a common vision. It’s like having your own personal consulting firm on retainer with a complete array of tools and tips for every challenge you’ll face.
Recommended by Clare Edwards, content design manager, Nationwide Building Society
Content Strategy at Work: Real-World Stories To Strengthen Every Interactive Project (2012) by Margot Bloomstein
Description: Even if content strategy isn’t your job, content’s probably your problem – and probably more than you think. So many ways, so much content … so where’s the problem? That is the problem. The solution is content strategy, and this book offers real-world examples and approaches you can adopt, no matter your role on the team.
Recommended by Marisa Peacock, founder and chief strategist, The Strategic Peacock
Content Strategy for the Web (2012) by Kristina Halvorson and Melissa Rach
Description: Better content means better business. Your content is a mess; the website redesigns didn’t help, and the new CMS just made things worse. Or, maybe your content is full of potential: You know new revenue and cost-savings opportunities exist, but you’re not sure where to start. How can you realize the value of content while planning for its long-term success? For organizations all over the world, this is the go-to content strategy handbook.
Recommended by Kilian Drewel, product marketer, team.blue: “The book has aged well and still has some solid advice in it.”
Content That Converts: How To Build a Profitable and Predictable B2B Content Marketing Strategy (2017) by Laura Hanly
Description: This book is for entrepreneurs and the leaders of B2B businesses who want to use content marketing to bring a predictable stream of qualified leads into their sales cycles and need a replicable system to make it happen. This book provides that system – a step-by-step process that can be executed in any business to generate qualified leads and more conversions with content marketing.
Recommended by Ashley Stryker, threat intelligence analyst, GEICO Tech
DataStory: Explain Data and Inspire Action Through Story (2019) by Nancy Duarte
Description: DataStory teaches you the most effective ways to turn your data into narratives that blend the power of language, numbers, and graphics. This book is not about visualizing data. Instead, you’ll learn how to transform numbers into narratives to drive action.
Recommended by Penny Gralewski, strategic marketing executive and communication leader: “Whether you’re explaining data to a large customer base or a small leadership team, this book helps you develop a story that moves your audience. Agency contacts always hear me ask, ‘How can this be more Duarte-like?’”
The Elements of Content Strategy (2010) by Erin Kissane
Description: Content strategy is essential to success. But where did it come from? Why does it matter? And what does the content renaissance mean for you? This brief guide explores content strategy’s roots and quickly and expertly demonstrates not only how it’s done, but how you can do it well. A compelling read for both experienced content strategists and those making the transition from other fields.
Recommended by Marisa Peacock, founder and chief strategist, The Strategic Peacock
Everybody Writes: Your New and Improved Go-To Guide To Creating Ridiculously Good Content (2022) by Ann Handley
Description: A hands-on field guide to consistently creating page-turning content your audience loves (and that delivers real results). The updated edition of Everybody Writes delivers all the practical, how-to advice and insight you need for the process and strategy of content creation, production, and publishing.
Recommended by Michelle Garrett, founder, Garrett Public Relations: “I always recommend Ann Handley’s Everybody Writes, which is so helpful no matter where you find yourself in your business writing journey.”
Grammatically Correct: The Essential Guide to Spelling, Style, Usage, Grammar, and Punctuation (2010) by Anne Stilman
Description: If its purpose is to convey facts, findings, or instructions, it needs to be read only once for its content to be clear. If its purpose is to entertain or to provoke thought, it makes readers want to come back for more. This guide covers four essential aspects of good writing: individual words, punctuation, syntax and structure, and style. Filled with self-test exercises and whimsical literary quotations, Grammatically Correct steers clear of academic stuffiness, focusing instead on practical strategies and intuitive explanations.
Recommended by Tim Harnett, senior manager, content and research, Simpler Media Group: “It wasn’t written with content marketers in mind, but it’s the best book on the nuances of grammar and usage out there.”
High-Impact Content Marketing: Strategies To Make Your Content Intentional, Engaging, and Effective (2023) by Purna Virji
Description: This book shows how to succeed by taking a simplified yet strategic approach to standing out and driving revenue impact. It covers time-proven strategies to create video, audio, social media, and longer-form content that audiences will actually want to consume and how to do so in a genuinely inclusive way.
Recommended by Dashnor Dosku, Realtor: “It explains the ins and outs of the marketing industry. It is an excellent book to read.”
Practical Content Strategy & Marketing (2017) by Julia McCoy
Description: It lays the “hows” of content marketing and strategy out, in a step-by-step approach, book form. Each section has written exercises built to solidify what you’re reading and learning – you’ll be able to fill these out with a pen.
Recommended by Fernando Labastida, founder, Organic AI Marketing
So You Think You Can Write (2016) by Julia McCoy
Description: You’ll learn every skill it takes to write great copy for the web, from the absolute fundamentals of using storytelling in great online content all the way to knowing how to write for both search engines and people, what it takes to craft different forms of content on the web, and much more. A bonus chapter reveals how to market yourself and make income as an online copywriter in a modern world.
Recommended by Femi Oyelola, freelance B2B SaaS writer: “So You Think You Can Write? is a must-read for anyone getting into content marketing. The book walks you through different content types in content marketing and how to tell one apart from the other.”
Stop Boring Me! How To Create Kick-Ass Marketing Content, Products, and Ideas Through the Power of Improv (2016) by Kathy Klotz-Guest
Description: You cannot connect meaningfully with your audience if you bore them … and most business marketing stinks because it is transactional, superficial, and not human. The good news: It doesn’t have to be that way because everyone is creative. Your inner kid is smart because it knows how to play. What if you could create engaging marketing content and storytelling and generate kick-ass, fun, and relevant ideas for stories, articles, branding, social media campaigns, sales presentations, and even new products? Well, there is a fun way to do exactly that: by applying key concepts from the world of improvisation … to your marketing, sales, branding, and products page – or business stage.
Recommended by Emily Phelps, speaker, marketer, and storyteller
Unflubbify Your Writing: Bite-Sized Lessons to Improve Your Spelling, Punctuation, and Grammar (2021) by Sara Rosinsky
Description: Packed with fun examples, this book shows you how to keep spellings straight, avoid comma splices and grocer’s apostrophes, pluralize last names, understand when to use fewer instead of less, know when – and when not to – capitalize mom and dad. These little lessons are amusing, memorable, and nothing like any English class you’ve ever attended. Before long, you’ll feel more confident in your writing and notice that you’re enjoying it more than ever.
Recommended by Sarah Greesonbach, founder, B2B Writing Institute: “Sometimes when you’re up to your eyes in content all day, you need a reminder that language is fun, frisky, and full of quirky, intriguing rules. Writers are smitten with those rules, not intimidated by them. We want to read about them in a book like Sara’s.”
Why You Need a Content Team and How To Build One (2018) by Rachel McConnell
Description: This book helps you to understand your content maturity and how to increase it. It explains the different content roles, including the nuances between them and the overlaps. It’ll help you recruit the right content experts – explaining what to look for and how to interview them – who’ll take your digital journeys to the next level and beyond.
Recommended by Clare Edwards, content design manager, Nationwide Building Society
General marketing and business
Binge Marketing: The Best Scenario for Building Your Brand (2020) by Carlijn Postma
Description: How do you build a brand in a time of information overload where the media are so fragmented that you can barely get the attention of your audience? And how do you ensure that everyone tells the same story on all those channels? Carlijn Postma takes you to the place where content is the product and where people know how to attract and retain an audience: Hollywood. Binge Marketing is not another stuffy marketing book but a refreshing look at marketing in the 21st century.
Recommended by Joakim Ditlev, chief commercial officer, Personpilot, and Ellen Kleinlangevelsloo, content strategist: “A refreshing approach on content marketing.”
Experiences: The 7th Era of Marketing (2015) by Robert Rose and Carla Johnson
Description: There is a new era of marketing upon us. The time of reach, frequency, and campaign-oriented approaches is over. And if businesses don’t evolve into this new era, they may find themselves on the wrong side of history. The authors synthesized five years of research with global brands into a set of “better practices” that weave together both the “why” and the “how” of navigating this new landscape.
Recommended by Fernando Labastida, founder, Organic AI Marketing: “One of my all-time favorites.”
Fanocracy: Turning Fans into Customers and Customers into Fans (2020) by David Meerman Scott and Reiko Scott
Description: In this essential book, leading business growth strategist David Meerman Scott and fandom expert Reiko Scott explore the neuroscience of fandom and interview young entrepreneurs, veteran business owners, startup founders, nonprofits, and companies big and small to pinpoint which practices separate organizations that flourish from those stuck in stagnation. They lay out a road map for converting customers’ ardor into buying power, pulling one-of-a-kind examples from a wide range of organizations.
Recommended by Jeremy Bednarski, owner, Rockified Marketing: “A great how-to book. Terrific examples.”
Hate Excel?: Learn To Love the Software That Can Transform Your Confidence and Career (2024) by Anne Walsh
Description: This book takes a different approach to learning Excel – leading with curiosity rather than terror. It offers a practical way to tackle Excel learning and encourages you to develop a detective mindset as you go through it.
Recommended by Carrie Eddins, owner, The Blondepreneur Ltd.: “It’s funny (Anne is Irish and has a sharp wit) and uses stories to share how to find a way through the cells. It’s genius.”
The Mystery of the Lost Customer: Could High Customer Satisfaction Be Silently Killing Your Business? (2023) by Susannah Simmons
Description: It is not the high customer satisfaction itself that is the problem. It is what those metrics (that data) might not tell you that’s the issue. Discover how understanding the distinction between customers and users can reshape your business strategies.
Recommended by Carrie Eddins, owner, The Blondepreneur Ltd.: “It shares perceptive and much-needed insights to help us all understand our customer journey on a whole other level. It’s so clever.”
RE:Think Innovation: How the World’s Most Prolific Innovators Come Up With Great Ideas that Deliver Extraordinary Outcomes (2021) by Carla Johnson
Description: This book answers the question of how to tie individual competence with innovation techniques to direct corporate outcomes. It shows how to create a unified, idea-driven employee base that delivers more ideas in a shorter amount of time. Ultimately, this is the path that makes organizations genuinely nimble, passionate, innovative powerhouses that deliver extraordinary outcomes for sustained periods of time.
Recommended by Ann Gynn, editorial consultant, Content Marketing Institute: “I get tired of seeing or doing the same content marketing over and over. Going outside my typical arena and reading a book like Carla’s refreshes my brain. It inspires me to think differently about how I operate and how the systems I’m involved with could be done better.”
Social Media, Sanity & You: A Guide to Mental Wellness for the Digital Marketer (2024) by Roberta Schneider
Description: This book provides digital marketers with a practical guide to managing their mental health and building resilience in the face of constant pressures and online negativity.
Recommended by Robbie Schneider, the book’s author and director of U.S. communications, Health Tech Without Borders: “Even if you don’t work in the social space full time, understanding the societal context we’re working in and taking steps to improve internal processes and communications is essential for marketing teams.”
Stop the Credibility Crisis: Three Profitable Strategies To Cultivate Trust & Desire in the Expertise Economy (2024) by Debbie Jenkins
Description: In a world where trust is scarce, and competition is rampant, this book emerges as the essential guide for expert business owners navigating the murky waters of the expertise economy. It offers not just hope but tangible strategies to transform your business from overlooked to overbooked.
Recommended by Carrie Eddins, owner, The Blondepreneur Ltd.: “It shares how to remain relevant and become a highly sought-after and trusted expert. And who doesn’t want that with what’s happening now?”
The Velveteen Rabbit (1922) by Margery Williams
Description: A timeless classic about the magic of boundless love that’s been treasured for generations! “Once you are Real you can’t become unreal again. It lasts for always.”
Recommended by Bethany Shaffer, senior content lead, Verbatim: “I remembered (CMI chief strategy advisor) Robert Rose quoting this excerpt from this kids’ classic. The context was how it may temporarily cost (hurt) brands to be genuine.”
Public relations and communications
B2B PR That Gets Results: A Guide to Simple and Targeted Public Relations Practices (2024) by Michelle Garrett
Description: This book is a succinct distillation of wisdom gained from over two decades of boots-on-the-ground work in public relations and marketing. Using her signature no-nonsense style, Michelle Garrett crafts her own experience and stories from experts in the field into down-to-earth takeaways you can apply instantly. By following her smart blueprints, you’ll be able to smoothly navigate frustrations working with reporters, ethical dilemmas, and budgetary constraints, all while rocketing toward success.
Recommended by Ann Gynn, editorial consultant, Content Marketing Institute: “B2B brands aren’t always as into PR as their B2C counterparts. And yet, it’s an invaluable tool, particularly for B2B content. This easy-to-read book walks you through the path from the why to the how and what now.”
CALM not BUSY: How To Manage Your Nonprofit’s Communications for Great Results (2018) by Kivi Leroux Miller
Description: Kivi Leroux Miller reveals what she’s learned from coaching hundreds of nonprofit communications directors and teams. Effective nonprofit communication is about much more than list targeting, relevant messaging, email open rates, and social media scheduling. The most successful communications directors and teams are those who are CALM — collaborative, agile, logical, and methodical.
Recommended by Rhea Landholm, communications manager, Center for Rural Affairs: “Whenever I need to check myself, I pick this one up. Nonprofit marketers (and probably for-profit marketers) tend to work long hours and say ‘yes’ because they believe in the mission and want to drive it forward. When I find myself working at 10 p.m. or even telling people I’m too busy for this, too busy for that, I think of what Kivi says in this book: Don’t make yourself a martyr. Be CALM.”
Meander, Spiral, Explode: Design and Pattern in Narrative (2019) by Jane Alison
Description: A singular and brilliant elucidation of literary strategies, this book also brings high spirits and wit to its original conclusions. It is a liberating manifesto that says, “Let’s leave the outdated modes behind and, in thinking of new modes, bring feeling back to experimentation.” It will appeal to serious readers and writers alike.
Recommended by Adam P. Newton, copywriter and content manager, NRG Energy: “This remarkable and clear-eyed book provides exquisite tips and fresh perspectives for authentic creative work. It’s an essential resource for marketers, whether you think of yourself as a writer or simply want to improve how you use language to improve your communication.”
Psychology and persuasion
The DNA of Engagement: A Story-Based Approach To Building Trust and Influencing Change (2024) by David Pullan and Sarah Jane McKechnie
Description: This practical guide combines the science and art of story to help you influence the change you need to see. It’s a proven framework that makes ideas sustainable, adaptable, and unforgettable.
Recommended by Carrie Eddins, owner, The Blondepreneur Ltd.: “It offers practical ways to make your ideas and you unforgettable; truly worth its weight in gold.”
Dare to Lead: Brave Work. Tough Conversations. Whole Hearts. (2018) by Brené Brown
Description: Leadership is not about titles, status, and wielding power. A leader is anyone who takes responsibility for recognizing the potential in people and ideas and has the courage to develop that potential. When we dare to lead, we don’t pretend to have the right answers; we stay curious and ask the right questions. We don’t see power as finite and hoard it; we know that power becomes infinite when we share it with others. We don’t avoid difficult conversations and situations; we lean into vulnerability when it’s necessary to do good work.
Recommended by Annemaria Nicholson, senior manager AI and content ops, Salesforce: “How to be more vulnerable, open and courageous, even when it’s difficult.”
Illuminate: Ignite Change Through Speeches, Stories, Ceremonies, and Symbols (2016) by Nancy Duarte and Patti Sanchez
Description: The authors equip you with the same communication tools that great leaders like Steve Jobs, Howard Schultz, and Dr. Martin Luther King Jr. used to move people. They lay out a plan to help you lead people through the five stages of transformation using speeches, stories, ceremonies, and symbols. This visual and accessible communication guidebook will show you how Apple, Starbucks, IBM, charity: water, and others have mobilized people to embrace bold changes.
Recommended by Jon Pettman-Tideswell, head of international sales and client services, Executive Interviews: “A brilliant book about the power of storytelling to deliver change.”
Impossible To Ignore: Creating Memorable Content To Influence Decisions (2016) by Carmen Simon, Ph.D.
Description: Many experts have offered techniques on how to improve your own memory, but not how to influence other people’s memory – and impact their decisions. Drawing on the latest research in neuroscience and cognitive psychology, Carmen Simon, Ph.D., reveals how to avoid the hazards of random recall and deliver just the right amount of content. No more redundant meetings, rambling emails, or anemic presentations. In Impossible to Ignore, she shows you how to execute a proven three-step plan for persuasion.
Recommended by Dennis Shiao, founder, Attention Retention: “In content marketing, we talk a lot about planning, creating, and distributing content. We talk less about what impact our content drove, including whether people even remember it. Dr. Simon details the neuroscience behind how to influence people’s memory. It’s something content marketers – in fact, all marketers – can benefit from. I think I need to reread it. The concept of the book is one reason I named my marketing consultancy Attention Retention.”
Professional Troublemaker: The Fear-Fighter Manual (2021) by Luvvie Ajayi Jones
Description: Luvvie Ajayi Jones is known for her trademark wit, warmth, and perpetual truth-telling. But even she’s been challenged by the enemy of progress known as fear. She was once afraid to call herself a writer and nearly skipped out on doing a TED Talk that changed her life because of imposter syndrome. As she shares in Professional Troublemaker, she’s not alone.
Recommended by Stephanie Stahl, managing director, Content Marketing Institute: “Need help conquering fears of writing, presenting at a big event, pitching a radical new idea, challenging the status quo in your content marketing operations, speaking up when something isn’t right, writing a better bio that reveals your superpowers? Luvvie’s book will give you the courage to have a sharp tongue and a golden heart – the perfect combination for a professional troublemaker. This book isn’t about being a troll, a hater, or a contrarian. It’s about conquering fears and being honest and authentic. My advice – listen to the audible version because it’s more powerful hearing Luvvie read the book.”
Using Behavioral Science in Marketing: Drive Customer Action and Loyalty by Prompting Instinctive Responses (2022) by Nancy Harhut
Description: This book shows how to apply behavioral science principles in key areas of marketing, including marketing communications, email, direct mail, ad campaigns, social media marketing, and sales funnel conversion strategies. Highly practical and accessible, it includes case studies and examples from AT&T, Apple, Spotify, and The Wall Street Journal, showing how these approaches have been used in practice.
Recommended by Daniel Paulling, director of communications and publications, U.S. Masters Swimming: “The book is brilliant.”
Webs of Influence: The Psychology of Online Persuasion (2017) by Nathalie Nahai
Description: In this second edition of Webs of Influence, Nathalie Nahai brings together the latest insights from the world of psychology, neuroscience, and behavioral economics to explain the underlying dynamics and motivations behind consumer behavior. This book will show you how to apply specific principles to improve your marketing, products, and websites, enabling you to engage with your customers in a more meaningful way.
Recommended by Steve Linney, freelance marketer: “Penny-drop moment around website psychology.”
Whoever Tells the Best Story Wins: How To Use Your Own Stories To Communicate with Power and Impact (2015) by Annette Simmons
Description: Author and vibrant keynote speaker Annette Simmons teaches you how to narrate personal experiences as well as borrowed stories in a way that demonstrates authenticity, builds emotional connections, inspires perseverance, and stimulates the imagination. Whether you are leading a presentation, in a department meeting, or having lunch with a potential customer, you will learn how to relate a compelling story to the topic at hand and make an invaluable impact that could not be made otherwise.
Recommended by Emily Phelps, speaker, marketer, and storyteller
One more thing: Why you never saw ‘female’ until now
Our last recommendation is not a book but a lesson in inclusive writing. When I asked for book ideas on social media, I referenced “female authors.” I received thoughtful feedback on the use of female vs. women (thanks, Dennis Shiao!). So, I did some research.
Now, as a person in middle age who enjoys good grammar, I typically follow AP Style, using “female” as the adjective and “woman” as the noun. But I’ve learned more about how those words are interpreted.
This 2019 piece by Mary Norris in the New Yorker delves into a conversation that happened at a panel she attended at ACES: The Society for Editing (formerly American Copy Editors Society). TL;DR? Here’s the no. 1 reason to use “woman” instead of “female,” from a BuzzFeed article on the subject:
’Female’ is a scientific term that refers to the sex of a species that is capable of producing children. The term ‘woman’ refers specifically to human beings, while ‘female’ could refer to any species.
Now that our editorial team has expanded our understanding of the terms, we’ve updated our style guide to “woman” – adjective or noun.
Now, back to the books. Which books by women authors do you recommend to your fellow content marketers? Please share on social and tag #CMWorld.
Updated from a March 2021 article.
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Cover image by Joseph Kalinowski/Content Marketing Institute