Business Writing: A Content Marketing Approach

Higher Ed Business Writing Textbook

Teach your students how to write for business in the digital world with this resource-packed courseware.

Business Writing: A Content Marketing Approach

KEY LEARNING OBJECTIVES

  • Business writing: Understand the key traits of quality business writing, how to tailor content for various audiences, and how to convey professionalism via email. Know how to write resumes, cover letters, presentations, and thank-you notes.
  • Grammar and spelling: Understand the fundamentals of grammar and distinguish between commonly misspelled words.
  • Content marketing: Understand the history of content marketing, its purpose, and what it looks like. Know how to leverage earned, owned, and paid media. Understand the benefits and drawbacks of different platforms. Know how to write a press release and build a working media contact list.
  • Audience segmentation: Know how to write for different audiences and to segment for different demographics and psychographics, as needed.
  • Crisis management: Understand the different crisis situations that companies may come across. Be able to explain crisis prevention and crisis management strategies. Understand legal and ethical practices that must be followed in content marketing.
  • The future of content marketing: Understand proliferating and emerging mediums that will shape the future of content marketing.

Table of Contents

Business-Writing-Illustrations-4

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

About The Author

Yael Grauer

Yael Grauer

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.

Yael Grauer

Yael Grauer

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.