Content And Copywriting (the Complete Toolkit For Strategic Marketing)

Learn to create powerful, strategic copy for multiple channels, platforms, and storytelling templates

Today, just writing strong content or catchy copy isn’t enough. You must also know how to create gripping messages and interactive engagement.

Content and Copywriting: The Complete Toolkit for Strategic Marketing is your one-stop resource to sharpen your skills and explore innovative methods to reach your audience. This comprehensive real-world guide helps you create content for any device and consumer touchpoint by seamlessly integrating social media writing and advertising copywriting.

As an 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. This work 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 textbook for undergraduate courses in advertising, communications, public relations, and integrated marketing, and an invaluable reference for graduate students and professionals alike.

Part One Content Writing: Content Versus Copywriting 1

1 The Shareable Word: Content Creation Process 3

2 The Digital Storytelling Word: Audience Engagement 40

3 The Template Word: Visual Engagement for Cross- platform Use 89

4 The Experiential Word: Immersive, MR (Mixed Reality), and Interactive Engagement 115

Part Two Copywriting for Three Platforms: 1) Video, 2) Audio, 3) Print, plus Cross-platform Campaigns 151

5 The Persuasive Word: Strategy ABCs: Audience, Benefits, and Creative Briefs 153

6 The Strategic Word: Strategy Categories 171

7 The Animated Word: TV, Interactive Spots, and Video Scripts 192

8 The Spoken Word: Radio Script Writing and Formats 237

9 The Chosen Word: Copywriting Techniques 274

10 The Sticky Word: Headline and Slogan Techniques 289

11 The Written Word: Print Ads, Posters, Brochures, and More 308

12 The Ambient and Moving Word: Out- of- home and Transit 347

13 The Abridged Word: Small- space Writing:Direct Mail, Package Copy, Coupons, Freebies, etc 381

14 The Cross- platform Word: Integrated Campaigns: Traditional, Social Media, and Interactive 413

Part Three Resources 467

A Short, Handy List of Resource Links 469

Terminology 475

Suggested Reading 487

Index 489

MARGO BERMAN is Professor of Communication and Kauffman Faculty Scholar at Florida International University. Margo is the author of 16 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™, a patented 10-part, digital learning system. She has created three apps, three MP3s