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Digital copywriting

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Digital copywriting

  1. 1. Copywriters What do they do all day? Liz Wilson, Content Strategist & Copywriter lizwilson.me
  2. 2. Different websites Tools and tips to solve some of the problems 3
  3. 3. Write a Website for 15 Languages  English, Danish, Spanish, Estonian, Finnish, French, German, Lithuanian, Dutch, Norwegian, Polish, Portuguese, Russian, Swedish, Israeli  http://www.edensprings.com/ 1
  4. 4. One Big Question  Translation or transcreation?  One big translation agency or adaptation in the local markets? b
  5. 5. Very Simple Text BEST PRACTICES FOR ONLINE WRITING 1. Be clear. Simple and direct 2. Be conversational. Everyday words, no jargon, idioms 8
  6. 6. Online Writing  3. Most important information first  Outcome or conclusion  4. Satisfy users’ needs quickly  Answer their questions  5. Speak to the reader  It’s about them, not you
  7. 7. Online Writing . 6. Scannable text  questions, bullets, numbered lists, sub-headings, block quote. 7. Mobile friendly 8. Links
  8. 8. Readability Tester . Flesch Reading Ease https://simple.wikipedia.org/wiki/Flesch_Reading CheckText.org http://www.checktext.org/ _
  9. 9. Summary Keep online content simple – especially for multiple language websites Transcreation localises the translation 1
  10. 10. TMI – Too Much Information 1,500 pages https://www.iru.org/ 2
  11. 11. Content Strategy!  What do you already have?  Who do you want to reach?  How do you want to sound?  What topics do you want to own?
  12. 12. Toolkit  Content Audit & Evaluation  Personas  Tone of Voice  Messages & Stories b
  13. 13. What to keep and rewrite? What to archive or delete? Where are the gaps?“ Content Audit & Evaluation  https://moz.com/blog/content-audit-tutorial Resource
  14. 14. Personas are fictional characters who represent your website’s users. “ Personas  https://blog.bufferapp.com/marketing-personas- beginners-guide Resource
  15. 15. A Tone of Voice tells you how to write for your users. “ Tone of Voice  https://www.youtube.com/watch?v=CljlTSDlf-k Resource
  16. 16. Messages tell people what you do, why it matters and how you are different. Stories bring those messages to life.“ Messages and Stories  https://gathercontent.com/blog/a-beginners-guide- to-messaging-development Resource
  17. 17. Summary Develop a Content Strategy for refresh of a large website 2
  18. 18. How Can I Stand Out From the Crowd? “leadership coach in Switzerland” 8 million results on Google 3
  19. 19. I’m Different  Leadership coach, corporate team builder, djembe player, lover of Africa, concert performer, TED speaker, consultant to multinationals and international organisations  http://dougmanuel.com/
  20. 20. Visible not INvisible  Storytelling  Not selling  Tone of voice  Not your usual leadership coach b
  21. 21. My Story b  Africa, drums  Wisdom, wholeness  TED talks, respected  Personal loss  Passions, friends
  22. 22. Summary  In a crowded marketplace, create a distinctive brand. 3
  23. 23. Awesome Websites  https://www.airbnb.com Marketing  http://www.theguardian.com/news/series/the-long-read Editorial  http://mashable.com/category/uk/ News blog  http://www.coca-colacompany.com/our-company Corporate communications
  24. 24. Over to You Content Strategy & Copywriting Liz Wilson @lizwilson2 lizimcp@gmail.com

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