Business Writing: A Content Marketing Approach

Continuously-Updated Courseware Your Students Will Rave About


 

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TABLE OF CONTENTS


Chapter 1 – Business Writing

Chapter 2 – Grammar and Punctuation Basics

Chapter 3 – Resumes and Supporting Documents

Chapter 4 – Email Etiquette

Chapter 5 – Content Marketing

Chapter 6 – The Case for Content Marketing

Chapter 7 – Earned Media

Chapter 8 – Owned Media

Chapter 9 – Paid Media

Chapter 10 – Audience ad Segmentation

Chapter 11 – Dealing With Crisis

Chapter 12 – The Future of Content Marketing

KEY LEARNING OBJECTIVES



business writing textbook

Include Content Marketing

In this course, learning will go beyond writing for the professional sphere as students understand how to appeal to the consumer in a fast-paced, message-driven culture. Over 100,000 content marketing jobs wait to be filled, but few business programs provide the course for students.

Enhance Practical Skills

With this courseware, professors are given the resources to upgrade their business writing course to teach the side-lined, yet critical skills of content marketing, audience segmentation, and content marketing strategy.

Teach Up-to-Date Concepts

The book combines the fundamentals of professional writing with the history, purpose and application of content marketing. Students will learn how to leverage earned, owned, and paid media, as well as the benefits and drawbacks of content marketing on various platforms.

ABOUT THE AUTHOR

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Yael Grauer is a Copyblogger, Certified Content Marketer (Master Level) and has worked as an editor, writer, and managing editor for various publishers, agencies, and brands. She’s written about content marketing and freelancing for Contently, Ebyline, Copyblogger, and more. As a freelance journalist, Yael has covered technology and digital freedom for various sites including Wired, Slate, Motherboard, Ars Technica, The Intercept, Reveal News, and more.

She’s also written about health and fitness for publications such as Experience Life magazine, and is the managing editor of the Performance Menu: Journal of Health and Athletic Excellence. She co-hosts Monday Morning Dumpster Dive, a podcast covering Friday news dumps. Yael has taught workshops on PR for Startups, breaking into freelance writing, and digital privacy and security.

She graduated from Shimer College (now the Shimer Great Books School at North Central College) in 2002 with a degree in Social Sciences. She then completed a post-baccalaureate teacher education program at Pima Community College and taught 8th grade Language Arts and Reading for two years. In her spare time, she enjoys hiking, playing puzzle games, and training in Brazilian jiu-jitsu.

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