The Medium Defines the Message: Writing for the Web | Learning CatalystPresentation Transcript
The Medium Defines the Message: Writing for The Web Vijay Sankaran Digital Strategy Director atUrja Communications KaushikMhadeshwar Founder & Chief Catalyst atLearning Catalyst
Copywriting has always been a fundamental skill in online businesses
But the web has changed..
Instead of pushing a message onto consumers, businesses mustallow consumers to pull in their friends and family.
Businesses are no longer in control of their messageThis has made the copywriter’s job complex.
MYTH (this is a biggie!)"If I can do print, I can do online" Here are some reasons for this being a big myth.
Being authentic is crucial Search engines and blogs are everywhere. You would be caught in seconds.
The online behavior is different from that of online... Web content writers require a different writing style because people read online content differently than they do print. People scan sites online, they are continuously 'looking for something‘.
Its about being ‘found’ and being easy to ‘scan’ Online Writers need to think about search engine optimization, readability, organization and structure.
SEO skills are also desirable Analyze your competition and check what type of keyword phrases are being used most often, to give yourself a better chance of increasing your web site hits. Make sure that your targeted keywords are found in your filenames, title, headline, and description tags, as well as your web site content.
The ability to write a compelling headline which qualifies your prospects is important
Brevity is hyper-important Writing for the Web requires a more 'compact' style - The ability to communicate concisely and precisely is the prime requisite.
The audience is largely international The Web is Worldwide, one needs to tailor vocabulary, grammar and spelling for an international audience
The small things matter.. Do you label a button “Submit” or “Save” or “Update” or “New” or “Create” ? Do you write 3 sentences or 5? Do you explain with general examples or with details? Do you label content “New” or “Updated” or “Recently Updated” or “Modified”? Is it “There are new messages: 5” or “There are 5 new messages” or is it “5” or “five” or “messages” or “posts “? All of this matters
Web site –Info arch/to content.
The ‘moment of truth’ in an ecommerce sale has to be supported by good copywriting.
Give bonuses Offer trials Show testimonials from experts If its software, show a demo
A new form of copywriting has emerged in the last few years (since Google came in) Adwords copywriting
In Adwords copywriting, a sense of urgency needs to be created. Otherwise people won’t click
Some great career related aspects about this category
One hones his/her marketing skills continuously Copywriting merges two different things - writing and business. And with this, you expose yourself not only to one but to both of them. As you continue writing, you also continue to hone your skills in writing as well as in marketing.
Every new assignment plods you to be more informed and more knowledgeable When you write ad copy, you are required to read and learn about the product, as well as learn more things about different businesses, niches and industries. By doing this you increase your knowledge on a variety of topics that you wouldn't normally research.
It’s a majorly moonlighted category For those interested in part-time assignments, web copywriting is very frequently outsourced, even in the biggest of companies
One can get a decent break early on.. It is in fact possible to start even when you are a student with part-time assignments.
The space has been ‘infiltrated’ by design guys, MBA’s and even coders sometimes
But there is clearly a need for specialists
Skills required In order to become a copywriter you need to be good at coming up with creative concepts for ads, writing good strap lines, and being able to write in a variety of different styles
When you are a web copywriter, the sort of thing you are working on can change quickly. You need to be able to change your writing style just as fast. When writing online you can be more conversational than in print, but you should also make sure you know who your target audience are.
Example of a job description To be the key resource for creating, editing and enhancing website copy for cpw.com. Acting as the online champion for the style, tone, and structure of information and copy on the website. Work with Brand to deliver the online tone of voice. Develop & implement guidelines to ensure page copy is structured to be broken down visually. Produce highly effective and original copy to promote products. Work with Trading & Merchandising to support product copy requirements.
A web copywriter’s portfolio is quite diverse
Samsung OMNIA- Smartphone Targeted campaign on Yahoo! INDIA WAP & IDEA FRESH WAP Portal Nokia N&E Iphone Blackberry * Landing Page provided by advertiser
The underestimatedEmail marketing
Specific campaign micro sites
Brand Specific Blogs
Social Media Strategists
Here is another MYTHThe really creative minds are staying away from online
Earlier - perhaps. Now, they are getting into it
Programs offered by Learning Catalyst www.learningcatalyst.in
Our Cour No one covers ‘digital’ as we do !! Advanced SEO Advanced SEM Basic SEO Basic SEM SMO Integrated Digital Marketing Website Analytics Website Usability Affiliate Marketing
Our Courses No one covers ‘digital’ as we do Flash Programming Modern Website Design Web Copy Writing Java Scripts and Ajex - Basic Content Management Systems PHP Programming Web Security Mobile Gaming and Application Development Java Scripts and Ajex – Advanced