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In Russia, there are hundreds of media projects created by company employees. These include blogs, brand media, special projects, and newsletters. Each of them is based on a fragmented understanding of their essence and content. Teams do not know where... to start, make similar mistakes, and invest resources in ineffective hypotheses. This amateurish approach can be easily explained: until now, we have not had professional literature or reliable sources that provide methodology and comprehensive instructions for creating this type of content.The book gathers all the knowledge for the first time on how to attract readers and turn them into customers. With practical instructions and real examples, you will learn how to create blogs and brand media, understand how to build a strong connection with readers through content marketing, figure out how to develop and promote your resource, measure its effectiveness, assemble a team, and optimize budgets. A bonus of the book is the mistakes made by the author. These are the very "rakes" that, if avoided, will protect the company from wasted expenditures and employees from burnout.This edition will be useful for marketers, publishers, editors-in-chief, brand directors, authors, and everyone who has been tasked with creating a blog or brand media.