Learn to create powerful, strategic copy for multiple channels, platforms, and storytelling templatesToday, 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 yo...

Catch an inside look at the advertising creative process. Discover how teams collaborate at major agencies to create unforgettable campaigns like the Budweiser "Clydesdale and Dalmatian" spots, the "PEDIGREE® Adoption Drive" program, or the breakthrough UPS "Whiteboard" campaign.See how creative briefs drive on-strategy solutions in all media from traditional to ambient. Understand which campaigns went off-course and why. Enjoy one-on-one interviews with behind-the-scenes candor an...

Written from a real-world perspective by an award-winning copywriter/producer/director, this comprehensive guide is what every writer needs to create powerful, strategic ad copy. Focusing on strategy, technique, and the skills needed to write for different media, The Copywriter’s Toolkit book will sharpen your copywriting skills whatever your level.Introduces essential conceptual strategies and key writing techniques for result-driven copyProvides practical...

The Blueprint for Strategic Advertising’s step-by-step approach takes a comprehensive and exclusive look into the strategic use of visual, verbal, social media, integrated, and global of advertising communication. Its deconstructive process analyzes one aspect at a time, creating an invaluable research tool that students, professors, small business owners and entrepreneurs will refer to, time and again. This useful guide will concentrate on how strategy is integrated into visual a...

The new context and character of public service - shifting values, entrepreneurship, information technology, multi-sector careers - require enhanced technical, ethical, and leadership skills. This concise and readable work describes what it means to be a consummate professional public servant. It sets standards for everyone who conducts the public's business and links them with performance management, human resource administration, and information technology skills. The authors identify th...

New York Times bestselling author and social media expert Gary Vaynerchuk shares hard-won advice on how to connect with customers and beat the competition. A mash-up of the best elements of Crush It! and The Thank You Economy with a fresh spin, Jab, Jab, Jab, Right Hook is a blueprint to social media marketing strategies that really works.When managers and marketers outline their social media strategies, they plan for the “right hook”—their next ...

A primer on the future of PR, marketing and advertising — now revised and updated with new case studies"Forget everything you thought you knew about marketing and read this book. And then make everyone you work with read it, too." —Jason Harris, CEO of MekanismMegabrands like Dropbox, Instagram, Snapchat, and Airbnb were barely a blip on the radar years ago, but now they're worth billions—with hardly a dime spent on traditional marketing. N...

A hands-on field guide to consistently creating page-turning content that your audience loves. (And that delivers real results.)In the newly revised and updated edition of Everybody Writes, marketer and author Ann Handley improves on her Wall Street Journal bestselling book that’s helped hundreds of thousands become better, more confident writers.In this brand-new edition, she delivers all the practical, how-to advice and insight you need ...

The guide to creating engaging web content and building a loyal following, revised and updatedBlogs, YouTube, Facebook, Twitter, Google+, and other platforms are giving everyone a "voice," including organizations and their customers. So how do you create the stories, videos, and blog posts that cultivate fans, arouse passion for your products or services, and ignite your business? Content Rules equips you for online success as a one-stop source on the art ...

Do you want to sell more books and reach more readers?Do you want to discover how to build an author career for the long-term as well as spike your book sales right now?If you don’t know much about marketing, don’t worry. We all start with nothing.I’m Joanna Penn and back in 2008, I had no book sales, no audience, no website, no social media, no podcast, no email list. No nothing.Now I’m a New York Times and USA Today bestse...

In this groundbreaking book, media and marketing strategist Andrew M. Davis shows you how to partner with other brands and undiscovered talent to create content that drives demand for the products and services you sell. Brandscaping is a big, infectious idea—a new marketing methodology that begins with one simple observation: a rising tide lifts all ships. Davis dishes up dozens of case studies showing how all types of individuals, companies, and brands have tapped into the power of brands...

The difference between helping and selling is just two letters If you're wondering how to make your products seem more exciting online, you're asking the wrong question. You're not competing for attention only against other similar products. You're competing against your customers' friends and family and viral videos and cute puppies. To win attention these days you must ask a different question: "How can we help?" Jay Baer's Youtility offers a new approach that cuts through the clutter: m...