Published on March 12, 2025

 

 

Content and Copywriting: The Complete Toolkit for Strategic Marketing, 2nd ed.

Margo Berman. New York, NY: Wiley-Blackwell. 2024. 508 pages, including index

Index Terms—content creation, copywriting techniques, multimedia campaigns, strategic marketing

Reviewed by—Michelle Gardner.

Margo Berman’s Content and Copywriting: The Complete Toolkit for Strategic Marketing is a valuable guide for anyone wanting to master persuasive writing for today’s marketing environment. Particularly useful for new content creators and copywriters, this updated and expanded second edition includes examples of television and radio storyboards and scripts, and provides useful templates, writing tips, exercises, examples, and terminology lists.

Divided into three parts, Content and Copywriting addresses: 1) content creation versus copywriting; 2) video, audio, print, and cross-platform campaigns; and 3) resources. Part one explains the content creation process, audience engagement, video templates for cross-platform use, and interactive engagement. Part two completes the majority of the book by offering tailored advise rather than a one-size-fits-all approach. Berman emphasizes the importance of tailoring your writing to audience needs and campaign objectives. She gets you thinking about the ABCs of strategy (audience, benefits, and creative briefs); analyzing strategies; and writing for television, interactive spots, video scripts, and radio. Part two continues with:

 

    • Copywriting techniques: developing a strong message, determining the tone of voice, and choosing the point of view

    • Headline and slogan techniques: remembering the call to action, thinking up catchy headlines and subheads, and making up sticky slogans

    • Printed page messaging: ads, posters, ambient media, direct mail, packaging, and coupons

    • Integrated campaigns: developing ideas and writing for traditional, social media, and interactive platforms

You’ll quickly see that Content and Copywriting is targeted to marketing in the digital age (social media, blogging, and email campaigns), which is the heartbeat of current marketing strategies.

You’ll even find sections about surprising the audience, understanding your audience’s frame of reference, and being irreverent while still being effective. Berman provides plenty of examples that catch your eye, stop you in your tracks, and make you notice a great message.

Berman’s range of topics ensures that there’s something for everyone, but she includes an extensive resources list if you want to continue your learning beyond this book. Her practical advice and real-world examples make this an invaluable resource for marketers, copywriters, and content creators. You’ll discover the tools and develop the mindset needed to succeed as a content creator and copywriter.