Content and Copywriting: The Complete Toolkit for Strategic Marketing 2nd edition [Minkštas viršelis]

"With the shift from copywriting and public relations writing to content writing, writers in all communications fields must learn new ways to reach their audiences. Messaging has moved from brand-centric selling to information-to-consumer storytelling. Marketers in all positions often must know both kinds of delivery: content writing and copywriting. What was once under the domain of ad agency media planners is now in the hands of many writers, who often handle scheduling and calendaring. What was once just social media has morphed into cross-disciplinary delivery that includes shareable and shoppable content. Today more than ever, communicators need to master myriad formats and storytelling templates. This comprehensively updated new text will include lists that compare the differences between content writers and copywriters to clarify terminology, as well as infographics and content-writing templates or examples. It will provide a thorough overview of and introduction to writing strategic copy and creating content in order to reach any kind of audience across a multitude of different platforms"--

Provides what every writer needs to create powerful, strategic copy for multiple channels and platforms

Content and Copywriting: The Complete Toolkit for Strategic Marketing is a one-stop resource for writers in all communications fields who want to hone their skills and learn new ways to reach their audiences. Written by an award-winning copywriter, producer, and director, this comprehensive guide supplies the concepts, strategies, and techniques needed to consistently produce result-driven copy for everything from social media and interactive marketing to television, radio, transit, print and experiential campaigns. With a real-world approach, author Margo Berman clearly explains successful strategies and effective writing techniques while offering invaluable tips from industry professionals.

Extensively updated throughout, Content and Copywriting contains dozens of new references: (1) TV and radio storyboards and scripts, (2) charts and infographics, (3) social media templates, (4) writing tips, (5) relevant exercises, and (6) 100 images of innovative marketing campaigns. There is also expanded coverage of shareable content, digital storytelling, headline and slogan techniques, and interactive engagement. All of this is accompanied by four entirely new chapters, plus a section with a curated list of skill-building resources, references, and suggested readings.

Today, more than ever, communicators need to master myriad formats and storytelling templates. The second edition of Content and Copywriting:

• Combines the depth of a standard textbook with the ease of use and applicability of a trade book, integrating social media content writing and advertising copywriting in one comprehensive resource.
• Guides readers through the entire Seven-step Content Writing Process, including content/message development, audience analytics, social media implementation and scheduling.
• Provides step-by-step advice on writing for a wide range of specific applications, such as: websites, blogs, social media, direct mail, out-of-home, product packaging, virtual, and immersive marketing.
• Features an extensive collection of innovative visual examples from exciting cross-platform campaigns, versatile content-writing templates, and applicable checklists.
• Includes access to these beneficial teaching tools: a practical instructor’s manual, relevant PowerPoint files, and a useful test bank.

Covering all areas of copy development, Content and Copywriting: The Complete Toolkit for Strategic Marketing, Second Edition, is the perfect textbook for undergraduate courses in advertising, communications, public relations, and integrated marketing, as well as an invaluable reference for graduate students and early-stage professionals in related fields.