John Wiley & Sons Content and Copywriting Cover Provides what every writer needs to create powerful, strategic copy for multiple channels and platfo.. Product #: 978-1-119-86650-3 Regular price: $41.03 $41.03 Auf Lager

Content and Copywriting

The Complete Toolkit for Strategic Marketing

Berman, Margo


2. Auflage August 2024
544 Seiten, Softcover

ISBN: 978-1-119-86650-3
John Wiley & Sons

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.

Margo Berman is Professor of Communication and Kauffman Faculty Scholar at Florida International University. Margo is the author of 17 books, including Street-Smart Advertising, The Brains Behind Great Ad Campaigns, The Copywriter's Toolkit, and The Blueprint for Strategic Advertising, and is the inventor of tactikPAK(TM), a patented 10-part, digital learning system. She has created three apps, three CDs, and two 6-CD award-winning webinar sets, Street-Smart Advertising and More Street-Smart Advertising. She has written academic articles and delivered workshops on creative thinking, strategic branding, and powerful writing, and just finished writing Mental Peanut Butter to share inspiring insights and life-lessons.

M. Berman, Florida International University, USA