Content and Copywriting

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

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