Content and Copywriting: The Complete Toolkit for Strategic Marketing

Content and Copywriting: The Complete Toolkit for Strategic Marketing provides a comprehensive guide to creating powerful, strategic copy for multiple channels, platforms, and storytelling templates, with step-by-step instructions and dozens of new visual examples and resources. It is an ideal textbook for undergraduate courses in advertising, communications, public relations, and integrated marketing, and a valuable reference for graduate students and professionals.

Format: Paperback / softback
Length: 544 pages
Publication date: 05 September 2024
Publisher: John Wiley and Sons Ltd

Learn to create powerful, strategic copy for multiple channels, platforms, and storytelling templates with Content and Copywriting: The Complete Toolkit for Strategic Marketing. This comprehensive real-world guide helps you create content for any device and consumer touchpoint by seamlessly integrating social media writing and advertising copywriting. 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. It 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 resource for anyone looking to improve their content and copywriting skills.

Weight: 1038g
Dimension: 170 x 245 x 30 (mm)
ISBN-13: 9781119866503
Edition number: 2 ed