Content and Copywriting

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