Business Writing: A Content Marketing Approach
Teach your students how to write for business in the digital world with this resource-packed courseware.
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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 – Presentations
Chapter 6 – Content Marketing
Chapter 7 – The Case for Content Marketing
Chapter 8 – Earned Media
Chapter 9 – Owned Media
Chapter 10 – Paid Media
Chapter 11 – Audience ad Segmentation
Chapter 12 – Dealing With Crisis
Chapter 13 – The Future of Content Marketing
KEY LEARNING OBJECTIVES
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
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.
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