Content and copywriting : the complete toolkit for strategic marketing / Margo Berman.

By:

Berman, Margo, 1947- [author.]

Material type: Text

9781119866503

Subject(s):

LOC classification:

HF5825 .B467 2024

Contents:

Content writing — content versus copywriting — The shareable word — the content creation process — The digital storytelling word — audience engagement — The template word — visual engagement for cross-platform use — The experiential word — immersive, MR (mixed reality), and interactive engagement — Copywriting for three platforms — video, audio, print, plus cross-platform campaigns — The persuasive word — strategy ABCs: audience, benefits, and creative briefs — The strategic word — strategy categories — The animated word — TV, interactive spots, and video scripts — The spoken word — radio script writing and formats — The chose word — copywriting techniques — The sticky word — headline and slogan techniques — The written word — print ads, posters, brochures, and more — The ambient and moving word — out-of-home and transit — The abridged word — small-space writing: direct mail, package copy, coupons, freebies, etc. — The cross-platform word — integrated campaigns: traditional, social media, and interactive — Resources.

Summary: "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"-- Provided by publisher.

List(s) this item appears in: LEARNING PORTUGUESE

Holdings ( 1 )
Title notes ( 2 )

Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode
Book	TBS Barcelona	HF5825 BER (Browse shelf(Opens below))	1	Available		B05933

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Previous	HF5823 LAN Advertising by design : generating and designing creative ideas across media	HF5823 MIL Creative advertising concept and copy : a practical, multidisciplinary approach	HF5823 MOR Advertising & IMC : principles & practice	HF5825 BER Content and copywriting : the complete toolkit for strategic marketing	HF5825 DAD The copy book : how some of the best advertising writers in the world write their advertising	HF5826.5 MCS Digital advertising	HF5829 DAY Advertising : information or manipulation?	Next

Content writing — content versus copywriting —
The shareable word — the content creation process —
The digital storytelling word — audience engagement —
The template word — visual engagement for cross-platform use —
The experiential word — immersive, MR (mixed reality), and interactive engagement —
Copywriting for three platforms — video, audio, print, plus cross-platform campaigns —
The persuasive word — strategy ABCs: audience, benefits, and creative briefs —
The strategic word — strategy categories —
The animated word — TV, interactive spots, and video scripts —
The spoken word — radio script writing and formats —
The chose word — copywriting techniques —
The sticky word — headline and slogan techniques —
The written word — print ads, posters, brochures, and more —
The ambient and moving word — out-of-home and transit —
The abridged word — small-space writing: direct mail, package copy, coupons, freebies, etc. —
The cross-platform word — integrated campaigns: traditional, social media, and interactive —
Resources.

"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"-- Provided by publisher.