Copywriting iii week 3
-
Upload
kevin-odoherty -
Category
Business
-
view
194 -
download
2
description
Transcript of Copywriting iii week 3
![Page 1: Copywriting iii week 3](https://reader033.fdocuments.in/reader033/viewer/2022061111/5455f3b5b1af9fb66e8b4c30/html5/thumbnails/1.jpg)
Copywriting III
Web Content: Landing pages and lead generation
![Page 2: Copywriting iii week 3](https://reader033.fdocuments.in/reader033/viewer/2022061111/5455f3b5b1af9fb66e8b4c30/html5/thumbnails/2.jpg)
Course outline and objectives
Strategy Direct Mail Web copy Public relations
You are here
![Page 3: Copywriting iii week 3](https://reader033.fdocuments.in/reader033/viewer/2022061111/5455f3b5b1af9fb66e8b4c30/html5/thumbnails/3.jpg)
Marketing tactics
CRM
Landing pages
Direct marketing
Search engine advertising
Public relations
![Page 4: Copywriting iii week 3](https://reader033.fdocuments.in/reader033/viewer/2022061111/5455f3b5b1af9fb66e8b4c30/html5/thumbnails/4.jpg)
You are here
Lead nurturingLead nurturing
Generate leadsGenerate leads
Social + business Intel
Social + business Intel
Lead distributionLead distribution
Marketing automationMarketing
automation
Lead qualification
Lead qualification
Lead FlowLead Flow
![Page 5: Copywriting iii week 3](https://reader033.fdocuments.in/reader033/viewer/2022061111/5455f3b5b1af9fb66e8b4c30/html5/thumbnails/5.jpg)
Direct marketing: digital
![Page 6: Copywriting iii week 3](https://reader033.fdocuments.in/reader033/viewer/2022061111/5455f3b5b1af9fb66e8b4c30/html5/thumbnails/6.jpg)
Organizational Goals for Content Marketing
![Page 7: Copywriting iii week 3](https://reader033.fdocuments.in/reader033/viewer/2022061111/5455f3b5b1af9fb66e8b4c30/html5/thumbnails/7.jpg)
Attracting Website Visitors Q: What most influenced your decision to visit the site?
![Page 8: Copywriting iii week 3](https://reader033.fdocuments.in/reader033/viewer/2022061111/5455f3b5b1af9fb66e8b4c30/html5/thumbnails/8.jpg)
If I hear you say “marketing plan” one more time…
• Satisfy your user’s needs…• Know your audience’s concerns, hopes. • Consider desired tasks. Make these
prominent. • Provide information to support decision-
making. • Write easy-to-understand task instructions.
![Page 9: Copywriting iii week 3](https://reader033.fdocuments.in/reader033/viewer/2022061111/5455f3b5b1af9fb66e8b4c30/html5/thumbnails/9.jpg)
Digital content
Nobody reads anymore!
![Page 10: Copywriting iii week 3](https://reader033.fdocuments.in/reader033/viewer/2022061111/5455f3b5b1af9fb66e8b4c30/html5/thumbnails/10.jpg)
Digital content
For example, consider the whitepaper
![Page 11: Copywriting iii week 3](https://reader033.fdocuments.in/reader033/viewer/2022061111/5455f3b5b1af9fb66e8b4c30/html5/thumbnails/11.jpg)
Digital content: best practices
![Page 12: Copywriting iii week 3](https://reader033.fdocuments.in/reader033/viewer/2022061111/5455f3b5b1af9fb66e8b4c30/html5/thumbnails/12.jpg)
The online ‘experience’
• We read differently online. • We have short attention spans. • We’re impatient. • We’re always poised for the next click. • We’re always looking for the big payoff. • We don’t really read what’s on the screen ... • WE SCAN IT.
![Page 13: Copywriting iii week 3](https://reader033.fdocuments.in/reader033/viewer/2022061111/5455f3b5b1af9fb66e8b4c30/html5/thumbnails/13.jpg)
Digital content: best practices
Make the information:• easy to access• concise• like a story• consistent• new / fresh• “standalone”
![Page 14: Copywriting iii week 3](https://reader033.fdocuments.in/reader033/viewer/2022061111/5455f3b5b1af9fb66e8b4c30/html5/thumbnails/14.jpg)
Lead generation: landing pages
Best practices: Test A/B Customer is king Create unique visitor profiles Social media interaction Mobile, tablet, forget about it
![Page 15: Copywriting iii week 3](https://reader033.fdocuments.in/reader033/viewer/2022061111/5455f3b5b1af9fb66e8b4c30/html5/thumbnails/15.jpg)
Use more than just email
• Web content• Offers• Sales calls• Help desks• SMS• Social
![Page 16: Copywriting iii week 3](https://reader033.fdocuments.in/reader033/viewer/2022061111/5455f3b5b1af9fb66e8b4c30/html5/thumbnails/16.jpg)
Two things I want you to remember
1. Understand the buyer persona2. Know where they are “at”
![Page 17: Copywriting iii week 3](https://reader033.fdocuments.in/reader033/viewer/2022061111/5455f3b5b1af9fb66e8b4c30/html5/thumbnails/17.jpg)
Don’t rush the process
• Pushing “late stage” content is a turn off• Start with educational and informative
content first
![Page 18: Copywriting iii week 3](https://reader033.fdocuments.in/reader033/viewer/2022061111/5455f3b5b1af9fb66e8b4c30/html5/thumbnails/18.jpg)
What constitutes web content?
Broadly speaking, there are three types of content. Remember, though, that they are not necessarily mutually exclusive, nor do they need to be:
• Educational• Entertaining• Interactive
![Page 19: Copywriting iii week 3](https://reader033.fdocuments.in/reader033/viewer/2022061111/5455f3b5b1af9fb66e8b4c30/html5/thumbnails/19.jpg)
What constitutes web content?• E-books/whitepapers• Podcasts• Webinars• Blogs/communities• Newsletter/newsletter archives• Research• Tutorials (multiple formats)• Video• Mobile apps/Web apps• Online assessments/diagnostics• Contests• Giveaways/discounts• Great website copy
![Page 20: Copywriting iii week 3](https://reader033.fdocuments.in/reader033/viewer/2022061111/5455f3b5b1af9fb66e8b4c30/html5/thumbnails/20.jpg)
Often, poor web writing is …
• Overwritten;• Lazy about spelling and grammar;• Lacking focus;• Hard to act upon and,• All about you.
![Page 21: Copywriting iii week 3](https://reader033.fdocuments.in/reader033/viewer/2022061111/5455f3b5b1af9fb66e8b4c30/html5/thumbnails/21.jpg)
Time to rethink your approach.
• What do I want to tell you? • What do I want you to understand? • What do I wish you would do? • How can I make you care?
NOT
![Page 22: Copywriting iii week 3](https://reader033.fdocuments.in/reader033/viewer/2022061111/5455f3b5b1af9fb66e8b4c30/html5/thumbnails/22.jpg)
Time to rethink your approach.
• What do you want to know? • What do you need to do? • What do you need to feel comfortable and
smart? • What do you care about … really?