Creativity and Copywriting - Online
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Copywriting today requires more of a copywriter. Above all, they should understand the context in which their words are published.
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Creativity and Copywriting - Online
- 1. Creativity and Copywriting E-Learning – Buzzwords
- 2. Lynn CS4029 E-Learning 2 Read the lecture deck and follow the links as required Read the assigned texts - Whipple Ch.6, Ch.10 & Ch.13, Felton Ch.111 3 Complete the activities (you will submit them in tutorial the w/o March 27th) E-Learning Lynn CS4029 E-Learning
- 3. Lynn CS4029 E-Learning Creative Thinking Ad Review Commercial Break Lecture (Part 2) Lecture (Part 1) Wrap-Up LECTURE BREAKDOWN
- 4. Lynn CS4029 E-Learning Creative Thinking Ad Review Commercial Break Lecture (Part 2) Lecture (Part 1) Wrap-Up Creative Thinking LECTURE BREAKDOWN
- 5. Lynn CS4029 E-Learning “Growth” 2 Start with the simplest of the words and then proceed step by step to the more complex. Explain the stages of growth and their feasibility. I’ve chosen four random words.1 3 Take 5 minutes to write down your thoughts. Creative Thinking
- 6. Lynn CS4029 E-Learning TailSaddle Spider Pyramid Creative Thinking Lynn CS4029 E-Learning An example for your reference: Saliva suggest mouths and dentistry....you obtain a licence to set up a dental clinic ...you grow the business by offering a menu of other typs of care....saint suggests heaven. So you add a hospice service for those who are terminally ill.
- 7. Lynn CS4029 E-Learning Creative Thinking Ad Review Commercial Break Lecture (Part 2) Lecture (Part 1) Wrap-Up Ad Review LECTURE BREAKDOWN Lynn CS4029 E-Learning
- 8. Lynn CS4029 E-Learning Ad Review http://makeit.netflix.com/projects/socks Read the website copy Watch the video Review the social comments Lynn CS4029 E-Learning
- 9. Lynn CS4029 E-Learning Do you like this Netflix MakeIt project? Why? Would you talk about this MakeIt project online? Why? Define the role of the copy. Ad Review Lynn CS4029 E-Learning
- 10. Lynn CS4029 E-Learning Creative Thinking Ad Review Commercial Break Lecture (Part 2) Lecture (Part 1) Wrap-Up Lecture (Part 1) LECTURE BREAKDOWN Lynn CS4029 E-Learning
- 11. E-Learning: Buzzwords Lynn CS4029 E-Learning
- 12. Lynn CS4029 E-Learning 1. Words online 2. Digital advertising 3. “Viral” 4. Content planning 5. Trends Agenda Lynn CS4029 E-Learning
- 13. Lynn CS4029 E-Learning Agenda Lynn CS4029 E-Learning 1. Words online 2. Digital advertising 3. “Viral” 4. Content planning 5. Trends
- 14. Lynn CS4029 E-Learning The number of indexed web pages grew by almost five billion from 2015 to 2016. The average web page contains 1,600 words. Over 2.3 million blogs are published every day, according to WordPress.com. The average blog post in 2016 was 1,054 words. = A profusion of words online = 2.4 billion words on blogs Words Online Source: https://www.grammarly.com/blog/future-of-writing/
- 15. Lynn CS4029 E-Learning On average, 321 million tweets are being tweeted per day. Let’s say the average tweet is 28 characters and half are in English. According to the SocialSkinny, every 60 seconds on Facebook about 293,000 statuses are updated. Best practice for brands is to limit their update to 40 characters per status update. = 11.7 million characters in status updates on Facebook a minute Words Online = 5 billion English characters tweeted each day Source: https://www.grammarly.com/blog/future-of-writing/
- 16. Lynn CS4029 E-Learning Flickr user Tom Mrazek There is no indication from the data that we have reached peak content, in fact, the trends indicate that the volume of published content is increasing. Levels of internet access across the world are still increasing as are literacy rates, this combined with easier creation tools, would suggest we may have some way to go before we hit peak content. Steve Rayson, BuzzSumo “ Lynn CS4029 E-Learning
- 17. Lynn CS4029 E-Learning Lynn CS4029 Lecture 9 It’s imperative for copywriters today to understand tone, utility, and style, as well as how to adjust them across digital platforms. Lynn CS4029 E-Learning
- 18. Lynn CS4029 E-Learning Utility Whilst all content should educate, entertain or inspire, content published in the digital world requires copywriters to have a heightened sense of utility. Copywriters should seek to answer, ”How is this content useful to customers?” Lynn CS4029 E-Learning Words Online
- 19. Lynn CS4029 E-Learning Tone Depending on the platform, brands will ride the elevator of their sound. As long as they are an identifiable version of themselves (ideally, more conversational), they can use their sound online to stand out from the competition and capture the attention of their customers. Words Online Lynn CS4029 E-Learning
- 20. Lynn CS4029 E-Learning Style While different digital platforms require slightly different writing styles, they all necessitate speed and clarity in copywriting. Consider using lists, short paragraphs, and links to make “depth available rather than compulsory.” Words Online Lynn CS4029 E-Learning
- 21. Lynn CS4029 E-Learning Agenda 1. Words online 2. Digital advertising 3. “Viral” 4. Content planning 5. Trends Lynn CS4029 E-Learning
- 22. Lynn CS4029 E-Learning The terms ‘interactive’, ‘digital’, and ‘online’ are used interchangeably. Digital Advertising Image via Vybes SunglassesLynn CS4029 E-Learning
- 23. Lynn CS4029 E-Learning Interactive – advertising that demands interaction between the brand and audience Online – Advertising that happens online Digital – Broadly, advertising on digital platforms Digital Advertising For your reference, however, they can be distinguished in this way:
- 24. Lynn CS4029 E-Learning “Digital is not just another channel. Digital is how you live your life. If you think of digital as just another kind of advertising , you are missing almost all of it’s potential.” Teressa Izzei, Idea Writers “ Flickr user Tom MrazekLynn CS4029 E-Learning
- 25. Lynn CS4029 E-Learning Ads that are digital are built using tech (code, sensors, AR etc.). Ads that get digital reflect an understanding of how ideas get discovered, accessed and shared in a connected world. Whipple p175 Digital Advertising
- 26. Lynn CS4029 E-Learning You can push the brand narrative to interactive, dynamic places. You can now combine your words, with not only images, but media, technology and community to create unexpected outcomes. Digital Advertising Lynn CS4029 E-Learning Edward Boches, Hey Whipple “
- 27. Lynn CS4029 E-Learning Ideas that start with something people are already interested in (Newcastle + Superbowl) Ideas that invite participation from users (Nike + Chalkbot) Ideas that connect people to each other (Coca-Cola + Small World Machines) Ideas that deliver useful content and experiences (Charmin + SitOrSquat) Ideas that are able to migrate across different media (Plan of Norway + #stopthewedding) Ideas that embrace the speed of the Internet (Oreo + Daily Twist) Digital Advertising
- 28. Lynn CS4029 E-Learning Advertising is content. You can't think of ads as separate things any more. needs to be good/interesting/relevant content if you want to get anyone to pay attention to it. Content is advertising. Might sound like a repeat of the point above, and in some way it is -- but it's highlighting the flip side. Any content is advertising. It's advertising something. Every bit of content advertises something, whether on purpose or not. Content needs to entertain, inform and/or provide utility for users to pay attention. If you want anyone to pay attention to your content (which is advertising something, whether on purpose or not) it needs to be compelling and engaging. For many of these ideas, great content is key. Sources: Digital Advertising
- 29. Lynn CS4029 E-Learning Today, a copywriter is asked to also be a… Collaborator Content writer Conversation keeper/curator Idea generator Inventor Social media developer Image via Flickr user Gabriel Rojas Hruska Digital Advertising Lynn CS4029 E-Learning Collaborator Sociologist Storyteller Tech- appreciator Utilitarian Analyst
- 30. Lynn CS4029 E-Learning Agenda Lynn CS4029 E-Learning 1. Words online 2. Digital advertising 3. “Viral” 4. Content planning 5. Trends
- 31. Lynn CS4029 E-LearningLynn CS4029 E-Learning “Viral”
- 32. Lynn CS4029 E-LearningLynn CS4029 E-Learning “Viral”
- 33. Lynn CS4029 E-LearningLynn CS4029 E-Learning “Viral”
- 35. Lynn CS4029 E-LearningLynn CS4029 E-Learning “Viral”
- 36. Lynn CS4029 E-LearningLynn CS4029 E-Learning “Viral”
- 37. Lynn CS4029 E-LearningLynn CS4029 E-Learning “Viral”
- 38. Lynn CS4029 E-Learning Agenda Lynn CS4029 E-Learning 1. Words online 2. Digital advertising 3. “Viral” 4. Content planning 5. Trends
- 39. Lynn CS4029 E-Learning Cocktail Party Rule “Imagine a large room, filled with interesting people. There are many conversations happening at once. People are talking about themselves, asking questions about the other person and then a common thread is discovered. Something that both people have in common. That's when the conversation gets very lively and a connection is made….Mix and mingle. You share what you have -- interest, expertise, connections, and your attention… Then, when it's your turn to talk -- they'll actually be ready to listen.” - Drew Mclellan Lynn CS4029 E-Learning Content Planning
- 40. Lynn CS4029 E-Learning Content Planning 1.Discover 2.Plan 3.Create 4.Propagate 5.Learn 6.Repeat
- 42. Lynn CS4029 E-Learning What brands wants to say – their identity and value proposition What people want to hear – their passion points and interests Content Planning Content TerritoryLynn CS4029 E-Learning
- 43. Lynn CS4029 E-Learning Calling all Copywriters! Lynn CS4029 E-Learning Content Planning
- 44. Lynn CS4029 E-Learning Content Planning Stock Content Stock, or as Google puts it, hygiene content, is enduring. It can be a strong driver of discoverability and lives on the brand website, blog or YouTube/Vimeo channel. Tutorials, Q&As, brand manifestos are common topics in stock content.
- 45. Lynn CS4029 E-Learning Content Planning Flow Content Flow content is more temporary and fuels people’s social feeds. The term ‘flow’ relates to income in economics: the value of flow is that it is constant, flexible and responsive. A subset of flow content is hero content, which aims to generate spikes of fame and drive social sharing.
- 46. Lynn CS4029 E-Learning Content Pillars Content Planning Travel Inspiration Fan EngagementBrand InsiderTravel Trivia To inspire travelers to plan for their next trip To generate interest and engagement To bring the audience behind the scenes To get personal with fans and show appreciation • Inspiring travel quotes • Destination highlights • Event-based travel recommendations • City Smart Tips • Travel and Brand trivia • Employee heroes • Celebrity spotting • Fan highlight • Contests Content pillars, or content buckets, streams or themes, enable brands to more effectively scale up their content engine. They offer structure to creative planning; give insight into what content is resonating; and, ensure coverage of key messages. Serving as mini series, content pillars can fuel creative development for flow content. Brands should aim to win on relevance! EXAMPLE:
- 47. Lynn CS4029 E-Learning Content Planning Content Calendar Planning content is not only efficient for the brand, but also encouraging for people seeking it’s content. Content calendars, or editorial calendars, help to organize the brand’s content to be published – what will be posted and when, by who. The calendar may signal the following elements: whether content is globally, regionally, or locally produced; which platform the content is being published; the content theme; and, the specific countries it’s being published. Brands producing lower volumes of content tend to use a calendar grid. Brands producing higher volumes of content tend to use an Excel spreadsheet or native content planner.
- 48. Lynn CS4029 E-Learning Best Practice and Knowledge Sharing 0 1 2 3 4 5 6 Team Brainstorms Content Ideas Contributor Writes Content In Review/ In Revision In Review/ In Revision Scheduled for Publishing Content Measurement Content Published Content Approved by Client Content Not Approved by Client Sends to Editor for Review Content Planning
- 49. Lynn CS4029 E-Learning Creative Thinking Commercial Break Lecture (Part 2) Lecture (Part 1) Commercial Break Wrap-Up Ad Review LECTURE BREAKDOWN Lynn CS4029 E-Learning
- 50. Lynn CS4029 E-Learning / Explore the archives of these awards shows: http://shortyawards.com/ Lynn CS4029 E-Learning http://webbyawards.com/
- 51. Lynn CS4029 E-Learning Creative Thinking Commercial Break Lecture (Part 2) Lecture (Part 1) Lecture (Part 2) Wrap-Up Ad Review LECTURE BREAKDOWN Lynn CS4029 E-Learning
- 52. Lynn CS4029 E-Learning Agenda Lynn CS4029 E-Learning 1. Words online 2. Digital advertising 3. “Viral” 4. Content planning 5. Trends
- 53. Lynn CS4029 E-Learning #Hashtags Trends Lynn CS4029 E-Learning http://bit.ly/2lUkevnhttp://huff.to/2kQcr0w http://bit.ly/2lRRt5A
- 54. Lynn CS4029 E-Learning Trends Full Stop. http://nyti.ms/2lq6tqp Lynn CS4029 E-Learning http://bit.ly/2kQ0XKwhttp://bbc.in/2kEOKHG
- 55. Lynn CS4029 E-Learning Trends Emojis Lynn CS4029 E-Learning http://bbc.in/2ldumiY http://bbc.in/2kwnbFn http://bit.ly/2kEQe4C
- 56. Lynn CS4029 E-Learning Trends FYI – Evolution of Language Lynn CS4029 E-Learning http://bit.ly/2lUtJuqhttp://bit.ly/2kZr5VXhttp://bit.ly/2loWUIE
- 57. Lynn CS4029 E-Learning Creative Thinking Commercial Break Lecture (Part 2) Lecture (Part 1) Wrap-UpWrap-Up Ad Review LECTURE BREAKDOWN Lynn CS4029 E-Learning
- 58. Lynn CS4029 Lecture 9
Editor's Notes
- Insert screen grab of no detail too small video by SIA
- Plea
- Please change the picture to something related to radio/music
- Please change the picture to key visual for lecture 9: words online
- https://www.grammarly.com/blog/future-of-writing/ For advertising copywriting pay close attention to #3 and #4. Everyword tells enables your sentence to be smart, sharp and persuasive. Edit ruthlessly and write Im assuming you have taken enough English courses to understand the basics of grammar – so will not go over editing with you – Clarity of writing follows clarity of thought – think about what you want to say and then say it as simply as possible
- For advertising copywriting pay close attention to #3 and #4. Everyword tells enables your sentence to be smart, sharp and persuasive. Edit ruthlessly and write Im assuming you have taken enough English courses to understand the basics of grammar – so will not go over editing with you – Clarity of writing follows clarity of thought – think about what you want to say and then say it as simply as possible
- Asking students to write often, read a lot, and study basic principles like the ones I enunciate here is the best we can do. ]\\ we create as much information in two days now as we did from the dawn of man through 2003.
- You are still talking to people – but the platforms change the style and tone, and require a level of utility
- Links Keywords Jargon
- Mac v. PC – so clearly know who you are and who you are not. It’s often helpful to have a muse. This is particularly important for social media content because you need to act like a person. We talked about research so you can picture your audience – did social listening so you can hear them – try to walk in their shoes – understand what it is like to have a conversaton with them ROOKIE MISTAKE: you must project the clients identity, not the writers. Write to one person – imagine the one person youre helping with theis piece of writing – this helps to connect your reader to the issue youre writing about If Maybe the most typical user of that brand comes to mind - How would he or she talk? Or perhaps it’s the founder or all star employee? Or a celebrity that is the perfect match – Designers do this all the time – they choose their muse – Jennifer lawrence and ann hathaway never the saem
- Quote slide with lightbulb – think about incorporating your message into people’s lives. Do something connected with why people are there and how the medium works As Sullivan says, “it not so much about making digital advertising as it is about making advertising for a digial world” – focus on understanding the platforms People live digitallty – consumer bheavior of how people find, watch, share content
- RIGHT: MARGERY TO INSERT: Unskippable ads, Oreo 360 video
- ad example
- Please build in each point one by one
- Rebuild as image Insert google – youtube logo as source
- A word on writing for social media – cocktail party metaphor
- So, you see there is an important distinction for us to make about just creative writing and strategic copywiring. Or, writing with a purpose. Need to hit the sweet spot where the circles overlap with your creative. Understand the overlap of art and business Effectively define the box. Practice thinking within it.
- Hero content needs to be made/edited specifically for YouTube ➤ ➤ ➤ Advanced planning can help in identifying: Potential for Live Streams of Events Cross-promotional content with Influencers Ancillary videos that could add a longer tail to the conversation around the campaign/ event
- , competitions etc
- These are two pictures – please recreate so I can edit the text in each of them Brainstorm – meet to discuss existing content that is working well as well as new content ideas that may integrate with marketing campaigns Collaborate – tea works together to create, agregate an curate content
- Webbyawards – best writing (editorial) (*blog/website), online film & video best writing, activism
- “A troll is no longer just a character from Norse folklore, but someone who makes offensive or provocative comments online; and astroturfing is no longer simply laying a plastic lawn but also a fake online grass-roots movement.” – John Reed, OxfordDictionaries.com
- Repeat agenda slide with highlighted box