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

Includes index.

First edition published in 2012 as "The copywriter's toolkit : the complete guide to strategic advertising copy."

Part One. Content writing: content versus copywriting -- The shareable word: 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 -- Part Two. Copywriting for three platforms: 1) video, 2) audio, 3) 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 chosen 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 -- Part Three. Resources -- A short, handy list of resource links -- Terminology -- Suggested reading -- Index.

"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.