Lessons in content from the world of fiction

Today is World Book Day, a nationwide celebration of reading, where school kids are given a £1 voucher to get lost in a book.
But far from just being for the benefit of the next generation, World Book Day got me thinking too. What lessons could we, as content marketers, learn from the world of books?
Over the last few years, a lot has been written about the value of hiring journalists to run content offerings and treating the operation as a conventional newsroom. And with good reason.