Creating Remarkable Copy                One WordPress site at a time                Toronto WordPress MeetupPresented by D...
You have to answer a few questions before you can create memorable copy for your              site or blog...
Why are you publishing?           ANDWho are you trying to reach?
What about search engines? Are you writing for them?
Yes!! You’re writing for two audiences:    Your readers and search engines    So today we’re going to talk about       • M...
What marketers do: CCDVTP •   Create •   Communicate •   Deliver Value •   Target Market •   Profit Marketers create, comm...
What marketing copy does: CVTMP•   Communicate•   Your value•   Target market•   For profitMarketing copy communicates you...
Communicate that value through        remarkable copyHere’s what you need to know BEFORE youbegin to write your website co...
Communicate that value through          remarkable copy•   who your target audience is•   your ideal client/customer/reade...
Communicate that value through        remarkable copy• Your products’ and services’ features• BENEFITS of your products or...
Your to do list•   Write (a) profile (s) of your ideal client•   Articulate the problems that you solve•   Write down what...
Your to do list• Identify key BENEFITS of your products or  services• Write a call to action - what you want your  audienc...
Your elevator pitchElevator Pitch________ offers _______________ to ___________________                    (your offer)   ...
Your boilerplateIn 50 words or less:  – who you are  – what you do  – how you do itConsistently use your boilerplate onlin...
Copy for search engines• Your goal: match your site’s keyword content  to your target markets’ search WITHOUT  compromisin...
Start with keywords• Google keywords tool     • https://adwords.google.com/ (tools & analysis)  – Try different search lev...
I’ve got the keywords – now what?• Use them wherever they enhance your copy  – H1 (most important in the text)  – All head...
I’ve got the keywords – now what?• Don’t forget about title and description  metatags  – Best practices titles = 70 charac...
Yoast WordPress Plugin– I use the Yoast WordPress SEO for title and  description tags– All in One SEO is another option– R...
Yoast WordPress Plugin
Remarkable Blog CopyBlog copy is different than marketing copy  No tears in the writer, no tears in the reader  No surpris...
Blog CopyHeadlines are critical to draw readers in  8 basic types  1.   Direct (Buy an iphone for 30% off)  2.   Indirect ...
Blog Copy5. Questions (Is your smartphone costing you more   than it should?)6. Commands (Clear your clutter with Feng Shu...
Blog copy– Keep it Simple   • Short sentences & paragraphs   • Bullets (for scanning)   • Segment your text using heading ...
Blog Copy  Tips for better copy1. Get rid of unnecessary extra words2. Use the active form of verbs. Don’t say “The   focu...
Blog Copy  Tips for better copy5. Focus your sentence on one thought6. Short Paragraphs – break the grammar rules7. Find y...
Thank you!               Want more tips for better copy?                   Visit Digital DialoguesLooking for an affordabl...
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Creating Remarkable Web Copy for your WordPress Website

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In this presentation, you'll learn techniques and tools to create remarkable marketing web copy, search engine optimized copy and blog copy.

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  • Sell stuff, raise awareness (about you, your cause, your product or service, generate leads for sales?)
  • Take the poll… why are people publishing and who are they trying to reach?
  • Your website’s purpose (brand awareness – building your brand or raising your profile, generating leads, selling something, customer engagement, writing about a cause).What success looks like for you (buzz, sales, building your credibility)
  • Who your target audience is (who are you trying to reach – who wants your product). You can have more than one marketKnow your ideal client/customer/reader & develop a profile of them (known as a psychographic) Target audience will also determine voice and tone What problem your service or product solves – if you don’t know – then your potential customer doesn’t won’t either What makes you different – why would someone chose you over someone else? Your results? Could be delivery, reputation, on-time, on-budget every time. Find what your competition is doing and be different than them.Check out your online competition. How are they positioning themselves? The features of your products and servicesThe benefits you, your service or your product offer to people. What will your product do for someone who purchases it? How will it make their life better? What you want your audience to do when they come to your site…Your elevator pitch: Your elevator pitch is about your unique offering to your clients. What value do you offer?
  • The features of your products and servicesThe benefits you, your service or your product offer to people. What will your product do for someone who purchases it? How will it make their life better? What you want your audience to do when they come to your site… Call to ActionYour elevator pitch: Your elevator pitch is about your unique offering to your clients. What value do you offer?
  • What makes you different – why would someone chose you over someone else? Your results? Could be delivery, reputation, on-time, on-budget every time. Find what your competition is doing and be different than them.Check out your online competition. How are they positioning themselves? The features of your products and servicesThe benefits you, your service or your product offer to people. What will your product do for someone who purchases it? How will it make their life better? What you want your audience to do when they come to your site…Your elevator pitch: Your elevator pitch is about your unique offering to your clients. What value do you offer?
  • What makes you different – why would someone chose you over someone else? Your results? Could be delivery, reputation, on-time, on-budget every time. Find what your competition is doing and be different than them.Check out your online competition. How are they positioning themselves? The features of your products and servicesThe benefits you, your service or your product offer to people. What will your product do for someone who purchases it? How will it make their life better? What you want your audience to do when they come to your site…Your elevator pitch: Your elevator pitch is about your unique offering to your clients. What value do you offer?
  • Digital Dialogues offers search-engine-optimized actionable copywriting that generates leads and raises the visibility of your company on the web. I’m different from my competition because my copy balances your website visitors’ and search engines’ needs at the same time.
  • Digital Dialogues writes search-engine-optimized actionable copywriting that generates leads and raises the visibility of your company on the web. I’m different from my competition because my copy balances your website visitors’ and search engines’ needs at the same time.
  • What is your goal? Most important point – readers are ultimately more important than search engines
  • Mention the page analysis and Yoast does a whole lot more than SEO copy but that’s for another time
  • Mention the page analysis and yoast does a whole lot more than SEO copy but that’s for another time
  • When writers are passionate, then readers are passionate – find your passion before you start blogging. If you don’t, you’ll run out of steam and your blogging will be mediocre.
  • You can start with a headline and write according to the headline OR you can write the text and select a headline that suits what you’ve written. Or you can write a headline to focus your writing but then change it when you’re done.
  • Some of these tips apply to both blogging and copywriting.
  • This presentation focuses on copy. Stronger.
  • Creating Remarkable Web Copy for your WordPress Website

    1. 1. Creating Remarkable Copy One WordPress site at a time Toronto WordPress MeetupPresented by Dawn Comber, Digital Dialogues
    2. 2. You have to answer a few questions before you can create memorable copy for your site or blog...
    3. 3. Why are you publishing? ANDWho are you trying to reach?
    4. 4. What about search engines? Are you writing for them?
    5. 5. Yes!! You’re writing for two audiences: Your readers and search engines So today we’re going to talk about • Marketing copy • Search engine copy • Blog copy
    6. 6. What marketers do: CCDVTP • Create • Communicate • Deliver Value • Target Market • Profit Marketers create, communicate, deliver value to your target market at a profit
    7. 7. What marketing copy does: CVTMP• Communicate• Your value• Target market• For profitMarketing copy communicates your service orproduct’s value to your target market throughremarkable copy
    8. 8. Communicate that value through remarkable copyHere’s what you need to know BEFORE youbegin to write your website copy:• your website’s purpose• what success looks like for you
    9. 9. Communicate that value through remarkable copy• who your target audience is• your ideal client/customer/reader• what problem your service or product solves• What makes you unique
    10. 10. Communicate that value through remarkable copy• Your products’ and services’ features• BENEFITS of your products or services• What you want your audience to do when they come to your site (CTA)• Your elevator pitch
    11. 11. Your to do list• Write (a) profile (s) of your ideal client• Articulate the problems that you solve• Write down what makes you unique• Describe your products’ and services’ features
    12. 12. Your to do list• Identify key BENEFITS of your products or services• Write a call to action - what you want your audience to do when they come to your site• Write your elevator pitch & boilerplate
    13. 13. Your elevator pitchElevator Pitch________ offers _______________ to ___________________ (your offer) (customer/client)to help them___________________ and ________________________.(benefit) (benefit)I’m different from my competitionbecause_____________________________________
    14. 14. Your boilerplateIn 50 words or less: – who you are – what you do – how you do itConsistently use your boilerplate online in socialmedia profiles, articles, guest blogging
    15. 15. Copy for search engines• Your goal: match your site’s keyword content to your target markets’ search WITHOUT compromising the readability of your text
    16. 16. Start with keywords• Google keywords tool • https://adwords.google.com/ (tools & analysis) – Try different search levels (Broad, phrase, exact)• Google Insights• Google Suggest * Gold: Ask your customer/reader fan base – what terms did they search or would they search to find you
    17. 17. I’ve got the keywords – now what?• Use them wherever they enhance your copy – H1 (most important in the text) – All heading tags if possible (h2-h5) – Alt text – Hyperlinks – Images – In the copy
    18. 18. I’ve got the keywords – now what?• Don’t forget about title and description metatags – Best practices titles = 70 characters max – Best practices description = 165* * Testing done by Search Engine People demonstrated that search engines picked up to 265 characters of a description tag – make ‘em longer
    19. 19. Yoast WordPress Plugin– I use the Yoast WordPress SEO for title and description tags– All in One SEO is another option– Rank Reporter plugin – shows how you’re ranking in search for your keywords
    20. 20. Yoast WordPress Plugin
    21. 21. Remarkable Blog CopyBlog copy is different than marketing copy No tears in the writer, no tears in the reader No surprise in the writer, no surprise in the reader Robert Frost
    22. 22. Blog CopyHeadlines are critical to draw readers in 8 basic types 1. Direct (Buy an iphone for 30% off) 2. Indirect (Thoughts on Writing Naked) 3. News (Google splits its stock) 4. How-To (Upload an image in WordPress)
    23. 23. Blog Copy5. Questions (Is your smartphone costing you more than it should?)6. Commands (Clear your clutter with Feng Shui)7. Reasons Why (6 Reasons you need WordPress)8. Testimonials (I can’t start a morning without a Starbuck’s, admits Matt Mullenweg)
    24. 24. Blog copy– Keep it Simple • Short sentences & paragraphs • Bullets (for scanning) • Segment your text using heading tags (h2-h5) for scannability– Be personal • Less formal in style (first person, contractions) • Tell stories: sometimes inspire, sometimes inform • Write directly to someone – develop personas
    25. 25. Blog Copy Tips for better copy1. Get rid of unnecessary extra words2. Use the active form of verbs. Don’t say “The focus of this presentation is copy. Say …3. Use the positive “She stayed.” - instead of, “She did not go.”4. Short sentences!!
    26. 26. Blog Copy Tips for better copy5. Focus your sentence on one thought6. Short Paragraphs – break the grammar rules7. Find your most compelling paragraph. Make it your first paragraph and re-organize your content
    27. 27. Thank you! Want more tips for better copy? Visit Digital DialoguesLooking for an affordable way to build your online presence?At GoWordPress workshops, you’ll create a professionalWordPress site, write search engine optimized web marketingcopy and learn to source, edit and add images. Check Go WordPress out!
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