Commercializing Scientific and Engineering Technologies: A Research-Grounded Approach to Content Marketing for Technical Markets

This book guides readers through the planning, writing, and distributing of high-quality, informative content marketing for technology products. The text is designed to prepare readers to be informed and effective marketing copywriters in technology companies. Chapters cover how to write benefits-focused marketing copy across multiple genres and communication technologies targeted to buyers of technology products. Readers also learn how to apply an appropriate and consistent corporate brand image and writing style, and critically assess the ethics of technical marketing communications from a technical communication perspective and develop ethically based marketing content.