This article is for those who believe that a good book and a couple of free evenings can replace a semester at university.

Below we have collected publications that will help you develop in various areas of online marketing. Most of them were published in 2018-2019. They have fresh ideas and relevant experience. You want to read them at home, on a day off, with a pencil in hand.

This problem prompted us to conduct our own research to answer the following important questions:

“But where do you find time to read? Take your time and don’t read two or three books at once. Find the one that resonates with you the most at the moment: it has answers to questions that torment you; experiences that you lack; opinions that confirm or refute your own.

When you decide, remember that it’s better to read the book in one go so that you don’t lose the logical connections between the chapters. Now let’s go!

What to read for those who write themselves. For copywriters, bloggers, marketers

We’ve selected more than 20 books on how to become a great author. They all have one thing in common: a detailed analysis of the text down to the smallest nuts and bolts. You will realize that there is no magic in creating great content. It’s a regular workflow with its own stages and principles. At the same time, pay attention to how the authors of the books themselves write: lively, easy, informative. There is definitely something to learn from them.

This article is for those who believe that a good book and a couple of free evenings can replace a semester at university.

“But where can I find time to read?!” Take your time and don’t read two or three books at once. Find the one that resonates with you the most at the moment: it has answers to questions that torment you; experiences that you lack; and opinions that confirm or refute your own.

Bird by Bird. Notes on writing and life in general. Anne Lamott (2019)

An ideal read for the aspiring author and anyone who dreams of writing their own book. If you feel an inner urge to become a writer, Ann will convince you to follow it. She’ll talk about inspiration, motivation, finding your style, failed attempts, and working with publishers.

Hold on and write. A fearless book about writing. Catherine Oaro (2019)

A motivational book for beginner copywriters. It tells about the difficulties that arise when writing a text and how to overcome them. Lots of tips, exercises, and motivational guidance. After reading it, writing will no longer be scary.

Storytelling. How to use the power of stories”. Annette Simmons (2012)

The book was first published in the early 2000s and has become a classic. The slogan of the book is “Who tells stories, rules the world”. Its author is a professional storyteller who teaches how to solve business problems with the help of stories. You will learn about six universal types of stories and types of listeners. You will also learn where to find stories, how to develop your storytelling skills, and how not to be afraid to speak in public.

Storytelling. Story-based marketing in the post-advertising world. Robert Mackey (2019)

About the crisis of traditional advertising and the storytelling that is replacing it. The author describes how brands such as Samsung, Philips, Microsoft, Nike, IBM, and Siemens are successfully using storytelling-based marketing strategies, abandoning the usual models. A fascinating read.

SEO copywriting: how to tame the search engine (2013)

This is an e-book by the Ingate blog. You can download it here. For a copywriter who works in tandem with an SEO specialist, there are many useful tips: how to work with key phrases, how to optimize tags, how to achieve text uniqueness.

Text-pax-shmex. The magic of persuasive texts. William Zinser (2018)

This book will tell you about the universal principles of a successful text. They will help you create a text of any complexity: from a post on social media to a thorough article. It’s a must-read because the author is one of the most respected teachers of writing. William Zinser is a writer and journalist. He has taught at Yale and the Columbia University Graduate School of Journalism. We may have missed his lectures, but now we can catch up.

Waiting for a copywriter. Staska Padalka (2018)

We recommend reading this book to get away from the practical “how-to” advice and just think about copywriting. The author did just that. She sees copywriting as the intersection of marketing, philology, and literature. The book is structured as a dialog between different characters waiting for a copywriter. They try their hand at writing letters, identify the signs of a good text, and create taglines and slogans.

The basics of content strategy. Erin Kissane (2012)

A book by a well-known practitioner for everyone who is involved in content for websites, blogs, and corporate media. There are thorough theoretical sections and plenty of examples. Erin herself lives in New York City, works for Brain Traffic, and gives advice on planning effective content strategies.

Words that work: Never underestimate the power of words. Frank Luntz (2007)

Frank Luntz, a political marketing expert, explains how the right words can change perceptions and influence audience behavior. This book is especially useful for copywriters who want to master the skill of creating influential texts.

Steal Like an Artist. Austin Kleon (2012)

This book is for everyone who wants to become more creative. The author shows how to be inspired by others, rework their ideas, and create something unique. The book contains practical advice for bloggers and copywriters on how to draw inspiration from the world around them.

Epic content marketing. Joe Pulizzi (2014)

Joe Pulizzi, one of the founders of the content marketing concept, explains how to build long-term relationships with the audience through useful and high-quality content. The book will help copywriters understand how to create content that attracts attention and helps promote their business.

Write as you imagine: A writer’s advice on the craft. Stephen King (2000)

This is not just a book about writing. Stephen King shares his experience and advice for those who write. Although the book is aimed at authors of fiction, its advice on style, rhythm, and structure will be useful to anyone who works with words.

Content Strategy for the Web. Christina Halvorson (2012)

This book teaches how to develop an effective content strategy for websites. Halvorson explains in detail how to plan and create content that meets the needs of the audience and brings results to the business.

The Art of Explanation. Lee LeFever (2012)

The book helps copywriters and bloggers understand how to make complex ideas accessible to a wide audience. LeFever offers a step-by-step approach to explaining things in a way that everyone can understand.

Copywriting: How not to eat your brain and write a useful text. Dan Kennedy (2013)

Dan Kennedy’s book is aimed at those who want to learn how to write selling texts. It contains practical advice on how to turn dry descriptions of products or services into attractive, persuasive texts.

Zen in the art of writing books. Ray Bradbury (1994)

This book consists of a series of essays in which Bradbury talks about his writing experience. It inspires not only writers of fiction but also copywriters to develop their creative skills and love of words.

The art of copywriting in the digital age. Ian Dodson (2020)

This book helps copywriters adapt their skills to the new realities of the digital world. It contains modern strategies for creating content for social media, websites, and blogs, focusing on audience engagement and the use of analytics to improve results.

Digital Minimalism: How to Focus in a Noisy World. Cal Newport (2019)

The book is not only for copywriters, but for anyone who works in a digital environment. Newport offers time and attention management strategies to help copywriters stay productive in the age of digital distractions.

Storytelling for business. David Norman (2021)

The book reveals the power of storytelling in business, and teaches copywriters how to use stories to build a brand, attract customers, and create a more human relationship between the company and the consumer.

Content Management: How to create valuable products in the digital marketing era. Carl Jegel (2019)

The author talks about the importance of strategic content planning and gives practical advice for copywriters on how to create content plans that bring real results.

Principles of copywriting: How to write copy that sells. Laura St. John (2020)

This book helps you understand how to create texts that persuade and encourage customers to take action. It contains modern tools and examples of copywriting for advertising, marketing, and sales.

How to Stop Losing Attention: The Art of Effective Writing. Jessica Williams (2021)

Williams offers techniques for writing texts that not only attract the audience’s attention but also keep it. The book is suitable for bloggers and copywriters working in a world where the fight for attention is becoming increasingly difficult.

Catchy texts: How bloggers can write effectively. Olga Tkach (2020)

The author explains how to create textual content for blogs that keeps readers’ attention and increases their interaction. She provides examples of successful texts and analyzes the main mistakes made by beginner copywriters.

Copywriting for social media: How to write to be read. Marina Karpova (2021)

The book discusses techniques for creating texts specifically for social media and blogging. Marina Karpova emphasizes the key points of creating content that increases engagement, likes, shares, and comments, which is especially useful for bloggers and SMM specialists.

For SEO and PPC specialists

SEO. The art of website promotion. Eric Ange, Stefan Spencer… (2017)

Fundamental work on SEO. It is difficult to find a question that is not covered in this book. Of course, you can’t read this book in one evening, but it’s definitely worth having as a reference book for every SEO.

Introduction to Information Retrieval. Christopher D. Manning (2011)

For the advanced reader. The author analyzes in detail the mechanism of the search engine and the principles of specific algorithms. Useful reading for technical specialists and analysts.

Web analytics 2.0 in practice. Subtleties and best practices. Avinash Koshik (2012)

The book is about traditional and experimental methods of web analytics. The author writes about how to analyze data not only for websites and blogs but also for multimedia content. He analyzes analytics for Twitter, YouTube, and other social networks.

Add to cart. Key principles of increasing website conversion. Brian Eisenberg, Jeffrey Eisenberg (2012)

A practical guide to increasing website conversion. 5 chapters – 5 stages of improving website conversion. Each page has examples and tips. Definitely worth reading.

Google AdWords. A comprehensive guide. Brad Geddes (2014)

A popular book about the Google AdWords contextual advertising system. A beginner will learn about the key phrases and principles of creating ads. An advanced contextual book about video and graphic ads, mobile advertising, and geographic targeting methods. It also describes how to evaluate the effectiveness of your advertising campaign.

Contextual advertising that works. Perry Marshall, Brian Todd (2014)

A fascinating book. Lots of stories, examples, tips. Each chapter begins with “How to…” and is a guide to action. The authors themselves promise that the book will help you create selling ads and make money. All that remains is to read and check it out.

How Google works. Eric Schmidt, Jonathan Rosenberg (2017)

Of course, no one can tell us how the big search engine works. Its algorithms are constantly changing. But if you’re interested in learning how Google was created and grew, and what the secret of its success is, this book will satisfy your curiosity. The authors are the chairman of the board of directors and vice president of Google. So, the information is first-hand.

Online store optimization. Why 95% of your website visitors don’t buy anything and how to fix it. Dan Croxen-John, Johann van Tonder (2018)

A read-and-do guide. The authors have developed a step-by-step system for optimizing any online store. To begin with, an optimizer will be able to learn how to identify weaknesses of the site and develop a successful design. The book contains a lot of personal experience of the authors and examples from the practice of international companies.

SEO 2022: Learn search engine optimization with smart online marketing strategies. Adam Clarke (2022)

In this book, the author explains how to use modern SEO strategies to improve search engine rankings. The author describes new Google algorithms, keyword research methods, link building, and content optimization to drive organic traffic. This is an excellent guide for those who want to stay up to date with the latest changes in SEO.

The Art of SEO: Mastering Search Engine Optimization. Eric Ange, Steven Spencer, Jesse Strichaula (2019)

One of the most popular textbooks for SEO specialists. The book covers all aspects of SEO: from technical optimization to strategies for building website authority through links. The authors share real-life examples and best practices to help you understand how to get high rankings in search engines.

Google Ads: Mastering Pay Per Click Strategies. Perry Marshall (2021)

Perry Marshall, a leading Google Ads expert, offers a complete guide for those who want to master the art of running Google advertising campaigns. The book covers all stages of creating PPC campaigns: from keyword selection to ad optimization and increasing conversions. Marshall also talks about the latest trends, such as the use of artificial intelligence to automate campaigns.

Advanced Google Ads: A complete guide to managing pay-per-click campaigns. Brad Geddes (2018)

This book is a guide for experienced PPC professionals. Brad Geddes describes in detail the advanced strategies for optimizing advertising campaigns in Google Ads, including how to improve ad quality, use remarketing effectively, and work with mobile campaigns. The book also includes examples and case studies to help you better understand complex concepts.

SEO for Entrepreneurs: How to Succeed in Online Business. Ray Brown (2019)

This book is aimed at small business owners and entrepreneurs who want to learn the basics of SEO. It covers the most important aspects of search engine optimization, such as using local SEO, creating content to drive organic traffic, and strategically planning SEO campaigns. The author presents information in a simple way, making the book accessible even for beginners.

Pay per click: Search Engine Marketing – One Hour a Day. David S. Chapman (2020)

This book is intended for those who want to learn how to effectively manage PPC campaigns with limited time. David Chapman shows you how to set up campaigns in Google Ads and Bing Ads, minimize advertising costs, and improve results. Particular attention is paid to budget optimization and analysis of results.

YouTube Ads: A complete guide to growing your business with video ads. Lee Hassen (2019)

Video advertising is becoming increasingly important in digital marketing, and this book provides a complete overview of YouTube Ads. Lee Hassen explains in detail how to create effective videos, optimize them to engage your audience, and analyze the effectiveness of your campaigns. The book will be useful for those who want to expand their marketing efforts with video content.

Contextual Advertising for Business: How to Manage PPC Campaigns. Richard Smith (2021)

The book, which will be an excellent guide for small and medium-sized businesses, covers the process of creating and optimizing PPC campaigns. The author shares tips on setting up a budget, optimizing ads, and increasing the ROI of your advertising.

For the Marketer 

Marketing 4.0. Turning from traditional to digital: technologies of online promotion. Philip Kotler (2019)

A great book for those who want to understand the challenges of modern marketing. Not only will you learn how technology has changed marketing, but you’ll also learn how to use it to build strong customer relationships.

Email campaigns that sell. Increase sales using email marketing. Ian Brodie (2014)

A practical guide to action. Here are the answers to the questions: “How to write emails that will be opened and read?”, “How to understand customer needs?”, “How to create a loyal customer base?”, “How to turn a subscriber into a customer?” and many others.

Mobile marketing. Mobile technologies are a revolution in marketing, communications, and advertising. Daniel Rawls (2019)

What modern technologies can bring to marketing? Near field communications, QR codes, virtual and augmented reality. These are the categories that interest the author of the book and which he writes about with interest.

Conversion. How to turn leads into sales. Chris Smith (2019)

Western experience of lead generation. In the book, you will find a step-by-step plan for attracting quality leads that increase sales. You will learn not only how to meet their demand but also how to create it. You will understand how to create an effective landing page, write the perfect blog post, and optimize content for Facebook.

Marketing of the rebels: The most human company wins. Mark Schaefer (2019)

In this book, the author argues that traditional marketing no longer works in today’s world, where consumers seek authenticity and humanity. Schaefer shows how companies can adapt to the new environment, where the main success factor is an emotional connection with customers.

Digital Minimalism: How to focus in a noisy world. Cal Newport (2019)

The book teaches marketers how to manage their time and attention in a world oversaturated with digital content. Newport offers strategies for optimizing work in the face of constant information overload, which can be especially useful for marketers in the digital environment.

DNA of Innovation: Five skills for creating breakthrough ideas. Jeff Dyer, Hal Gregersen, Clayton Christensen (2019)

The book explores the process of creating innovative solutions and shows how marketers can apply these techniques to create breakthrough ideas. The authors offer five key skills for developing innovative thinking that will help marketers stay competitive.

Growth hackers: How the world’s fastest growing companies succeed. Sean Ellis and Morgan Brown (2017)

This book reveals the marketing methods that contribute to the rapid growth of companies. The authors explain in detail how to use analytics, experiments, and innovative approaches to create highly effective marketing campaigns.

Psychology of sales and marketing: How to get people to buy. Roger Dooley (2020)

Dooley reveals how neuromarketing can help marketers understand consumer psychology and influence their decisions. The book offers practical advice on how to use brain knowledge to improve the results of marketing and advertising campaigns.

Marketing of the new generation: From advertising to emotional engagement. Michael Solomon (2020)

The book explores current trends in marketing, emphasizing the importance of emotional connection with customers. Solomon explains how consumer behavior is changing and how marketers can use these changes to create more effective campaigns.

The power of the moment: How small changes create big impact. Chip Heath and Dan Heath (2017)

The authors explore how marketers can create unforgettable moments that stay in consumers’ minds. The book shows how to use key events in customers’ lives to create a strong emotional connection with the brand.

Marketing of generations: How to communicate with different age groups. Harald Henkel and Leon Weiner (2019)

The authors offer strategies to help marketers tailor their messages to different age groups. The book explores how Generation Z, Millennials, Generation X, and Baby Boomers perceive marketing campaigns.

Contactless Marketing: How to connect with customers in the digital age. David Strickland (2021)

A book about how marketers can build trust and keep customers engaged in the digital world. Strickland offers strategies to help create effective campaigns without the need for personal contact.

For SMM

Tough SMM. Squeeze the maximum out of social media. Dan Kennedy, Kim Welch-Phillips (2017)

The authors believe that likes and shares are vanity metrics that a serious SMM manager should not focus on. Their book is about high-quality SMM: how to generate real customers on social media, make money, and evaluate the results of marketing activities.

Undercover advertising. Native advertising, content marketing, and the secret world of online promotion. Mara Einstein (2017)

The author rethinks traditional types of advertising and believes that the task of advertisers is to make people share content, not buy goods. If you want to learn about the theory and successful cases of native advertising, this book is for you.

Promotion on Telegram, WhatsApp, Skype, and other messengers. Indy Gogohia (2019)

There aren’t many books about messenger promotion today, but this one is worth paying attention to. It systematically describes the capabilities of messengers and algorithms for building a loyal audience. You will learn how to launch a channel in Viber or Telegram, create and implement a chatbot, and launch sales tunnels.

Instagram without filters: How to build your brand on social media. Sue B. Zimmerman (2020)

This book teaches how to effectively use Instagram to build a personal or business brand. The author offers strategies for creating attractive content, attracting followers, and increasing audience engagement through stories, posts, and videos.

Facebook advertising for business: How to succeed with targeted advertising. Peter North (2019)

Peter North reveals the secrets of effective Facebook advertising, offering step-by-step instructions for setting up targeted campaigns. The book includes tips on choosing an audience, creating ads, analyzing results, and optimizing your budget to maximize results.

The Art of Twitter: How to Create Viral Content and Engage Your Audience. Daniel Parson (2018)

The book provides practical advice on how to use Twitter to build an active community and create viral content. The author explains how to write short, effective tweets, use hashtags, and communicate with your audience to increase engagement.

SMM without secrets: How to manage social media for a brand. Lee Williams (2021)

Lee Williams reveals all aspects of social media – from choosing platforms to creating a content plan and interacting with the audience. The book is suitable for both beginners and experienced SMM professionals who want to improve their strategies.

YouTube Marketing: How to Create a Channel and Get Millions of Views. Robert Kline (2020)

The book offers a detailed guide for those who want to use YouTube to promote their brand. The author explains how to create attention-grabbing content, optimize videos for search, attract subscribers, and monetize the channel.

Marketing 4.0: Marketing of the future. Andriy Dligach (2019)

Andriy Dligach, a leading Ukrainian marketer and futurologist, reveals the concept of Marketing 4.0, which combines digital technologies and human values. The book discusses the impact of new technologies on consumer behavior and strategic marketing.

Marketing in Ukrainian: How to understand and win the Ukrainian consumer. Oleksandr Tkachenko (2018)

In this book, the author analyzes the peculiarities of the Ukrainian market and consumer behavior. The book contains practical advice on adapting marketing strategies to Ukrainian conditions and localizing international campaigns.

Marketing for Small Businesses: How to turn an idea into a brand. Iryna Novikova (2021)

Iryna Novikova provides step-by-step instructions for creating a marketing strategy for small businesses. She explains how to build a brand, attract customers, and use limited resources to maximize impact.

The Art of Influence: How to build a successful marketing strategy. Volodymyr Romanenko (2020)

In this book, the author reveals the secrets of building successful marketing strategies based on the psychology of influence. Volodymyr Romanenko explains how to effectively engage consumers through marketing communications and build long-term relationships with customers.

Digital marketing in Ukrainian: How to succeed in the online space. Igor Bilous (2019)

Igor Bilous explores digital marketing and its impact on business in Ukraine. The book provides practical advice on how to use online tools to promote brands in the digital environment, especially through social media and search engines.

Emotional Marketing: How to create strong emotional connections with customers. Oksana Tsymbalyuk (2021)

In the book, Oksana Tsymbaliuk explains how brands can effectively use emotions to build a strong connection with their consumers. The author explores examples of Ukrainian and international brands that have successfully implemented emotional marketing.

For Web Designers

Designing profitable websites. Lance Loveday, Sandra Niehaus (2011)

Forms a basic understanding of how visitors interact with the site, what is important to them, why they stay on the site or leave it. This is the information that will enable the web designer to offer not just a beautiful, but a well-argued site design.

How to create a site. A comic guide to HTML, CSS and WordPress. Nate Cooper, Kim G (2019)

Fascinating reading in an unusual format. The book has a plot, so you need to read the chapters in sequence. The main character is the artist Kim. She tries to make her website, but ends up in the virtual world. And then, as it should be, the adventures begin: a meeting with a web guru, a battle with the dragons of wrong links, adventures in the WordPress network. By reading the comic, you will imperceptibly master HTML and CSS, learn how to make websites on WordPress and understand how to choose hosting.

Storytelling in interface design. Kevin Brooks, Whitney Quesenbury (2017)

It turns out that web designers can also successfully engage in storytelling. The book is about how to tell stories in the language of design and improve the interface with their help.

Web Design: A Book by Jess Garrett. Elements of interaction experience. Jess Garrett (2008)

The author describes the full cycle of interaction experience development on the site: from content strategy to information architecture and visual design. All the ideas in the book are based on the postulate that a website should perform a dual function: satisfy the needs of users and serve the strategic goals of the business.

Web design. Book by Jacob Nielsen (2014)

A famous book about web design from a world expert. You will understand how a successful design works and what is necessary for website users to be satisfied.

Alan Cooper on the interface. Basics of interaction design. Alan Cooper, Robert Rayman, David Cronin (2015)

A systematic approach to interaction design is described. According to the authors, the user’s goals should come first. There are interaction design principles and patterns.

Don’t make me think. Steve Krug (2017)

A fascinating, illustrated and small book about usability. The author reveals the principles of intuitive navigation and information design.

How to make the site convenient. Usability according to Steve Krug’s method. Steve Krug (2010)

A complete description of the process of testing and identifying usability problems. Of course, with detailed instructions for their elimination.

Design of ordinary things. Donald Norman (2018)

The book is not about web design. A book about good design in general. Technical specialists will also appreciate it. Here you will find the principles of effective design, analysis of classic mistakes, topics of emotions, costs and competition.

Color dictionary for designers. Sean Adams (2017)

A designer has nowhere to go without coloring. In the book you will find tips on color selection with explanations and examples.

The art of color. Johannes Itten (2015)

A cult book about color that has survived 12 reprints from the greatest artist, architect and color researcher of the 20th century.

Web design. Ease of use of websites. Jakob Nielsen, Joa Loranger (2009)

A web designer’s desktop book in the “how to” style: how to design a site menu, search and navigation system; how to speed up their loading; how to use Flash and multimedia technologies; how to write texts for the Web and much more.

Emotional web design. Aaron Walter (2012)

The book will teach you how to create attractive websites. According to the authors, their main secret is the positive emotions of visitors: satisfaction, joy, surprise, foreboding. The guide perfectly complements the classic books on web design.

Interface. Basics of interaction design. Alan Cooper, Robert M. Reimann (2016)

A classic of the genre, the first edition was published 20 years ago. The author is sure that designers should focus on the goals of users, their expectations, tendencies, worldview. This approach is called purposeful and allows you to create effective solutions.

Adaptive design. We make sites for any devices. Tim Kadlec (2013)

The book will help solve the main task of all developers of mobile applications and sites: how to display content qualitatively on a screen of any size and aspect ratio.

Web design. The web developer’s book of ideas. Patrick McNeil (2013)

Here you will find more than 600 successful examples of website design. A great illustrated guide to building inspiration. You learn about styles and design elements, types of sites and their structure.

Responsive web design: How to adapt sites for all devices. Ethan Marcotte (2019)

In this book, Ethan Marcotte, one of the creators of the concept of responsive web design, explains how to create sites that look good on any device. The book contains practical advice on adapting design for different screen sizes.

The Art of Web Design: How to Combine Visual Aesthetics with Functionality. Vitaly Friedman (2020)

Ukrainian author Vitaly Fridman, editor of Smashing Magazine, talks about the balance between visually appealing design and functionality of websites. The book contains examples from real projects and shows how to create effective and aesthetic websites.

Ukrainian web design: History, modernity and future. Oleksandr Tkachenko (2021)

Oleksandr Tkachenko investigates the development of web design in Ukraine, analyzes current trends and provides practical recommendations for designers working on the Ukrainian market. The book also contains examples of successful Ukrainian projects.

Everyone for motivation

Steal like an artist. 10 lessons of creative self-expression. Austin Kleon.

Show your work. 10 ways to get noticed. Austin Kleon.

NO YOU ARE Be confident in your abilities and don’t let doubts stop you from moving forward. Jen Sincero.

Essentialism. The way to simplicity. Greg McKeon.

I refuse to choose! How to use your interests, passions and hobbies to build the life and career of your dreams. Barbara Sher.

The magic of the morning. How the first hour of the day determines your success. Hal Elrod.

Breathe How to tame demons. Lucy Irving.

Choose yourself. James Altucher.

drive What really motivates us. Daniel Pink.

Atlantean straightened his shoulders. Ayn Rand

Think and be rich. Napoleon Gill

The power of habit. Charles Duhigg

From good to great. Jim Collins

Don’t be afraid to act. Susan Jeffers