- English
- PDF
- Only available on web
About This Book
Learn to create powerful, strategic copy for multiple channels, platforms, and storytelling templates
Today, just writing strong content or catchy copy isn't enough. You must also know how to create gripping messages and interactive engagement.
Content and Copywriting: The Complete Toolkit for Strategic Marketing is your one-stop resource to sharpen your skills and explore innovative methods to reach your audience. This comprehensive real-world guide helps you create content for any device and consumer touchpoint by seamlessly integrating social media writing and advertising copywriting.
As an award-winning copywriter, producer/director, and professor, Margo Berman explains conceptual strategies and writing techniques to develop dynamic copy for a wide range of traditional and emerging media. This step-by-step approach offers specific instructions for writing websites, blogs, social media, direct mail, product packaging, viral marketing, radio, television, and videos. This work also analyzes immersive, experiential, augmented, mixed, and virtual reality content, then presents tips to maximize results.
This updated and expanded second edition contains dozens of new TV and radio storyboards and scripts, charts and infographics, templates and writing tips, exercises and examples, terminology lists, plus over 100 new images of innovative marketing campaigns. It also covers shareable content, digital storytelling, headline and slogan techniques, and interactive experiences. In addition, there is a valuable section with skill-building resources, references, and suggested readings.
Featuring an extensive collection of innovative visual examples, content writing templates, and teaching and learning resources, Content and Copywriting: The Complete Toolkit for Strategic Marketing is the ideal textbook for undergraduate courses in advertising, communications, public relations, and integrated marketing, and an invaluable reference for graduate students and professionals alike.
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Table of contents
- Cover
- Title Page
- Copyright Page
- Dedication Page
- Brief Contents
- Contents
- Preface
- Acknowledgments
- Introduction
- About the Companion Website
- PART ONE: Content Writing: Content Versus Copywriting
- PART TWO: Copywriting for Three Platforms: 1) Video, 2) Audio, 3) Print, plus Cross-platform Campaigns
- PART THREE: Resources
- EULA