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
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 is an investigative tech reporter covering privacy and security, digital freedom, hacking, and mass surveillance.
She currently works at Consumer Reports managing Security Planner, a free, easy-to-use guide to staying safer online. She’s also freelanced for over a decade, with bylines at Ars Technica, Insider, Slate, The Intercept, OneZero, Popular Science, Vice, Wirecutter, WIRED, and other publications.
Yael has co-organized events and spoken at conferences, on panels, and on podcasts about digital security, memory safety, source protection, ethics, and more.
She has completed Hostile Environment and First Aid Training with the International Women’s Media Foundation and the Journalism and Women Symposium, and the Source Protection Programme by Freedom of the Press Foundation and Centre for Investigative Journalism.
Yael holds an undergraduate degree in Social Sciences from Shimer College and a masters degree in journalism from the Walter Cronkite School of Journalism and Mass Communication at Arizona State University, where she collaborated on projects that won student awards from Robert F. Kennedy Human Rights, Investigative Reporters & Editors, Society of Professional Journalists, and Society for Advancing Business Editors and Writers.
Yael serves as a board member for CyberMed Summit, the world’s only clinically-oriented healthcare cybersecurity conference.
She is a member of Investigative Reporters and Editors and the Internet Press Guild.
Yael lives in Phoenix with her husband and their adorable rescue chiweenie. In her spare time, Yael enjoys hiking, cooking, playing folk guitar, drinking fancy cocktails, reading academic research, playing puzzle games, lifting heavy things, and going to hacking conferences.
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.
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