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Copywriting for Engagement

Robert Mills
November 03, 2014

Copywriting for Engagement

Content strategy, tone of voice, copywriting, marketing - these slides are from a talk given at a Chartered Institute of Marketing event.

Robert Mills

November 03, 2014
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  1. How

  2. Copywriting is writing copy for the purpose of advertising or

    marketing. The copy is meant to persuade someone to buy a product, or influence their beliefs.
  3. The diversity in our department enables us to be innovative

    and creative, resulting in revolutionary, ground breaking and immersive experiences for our target customers.
  4. What is tone of voice? It’s the way we express

    our personality. It’s what we say but more importantly, how we say it.
  5. A great brand is built around a strong personality, and

    a strong personality has a distinctive and recognisable tone of voice.
  6. Vs.

  7. ?

  8. • Analytics – traffic, bounce rate • Feedback • Social

    media mentions and shares • Direct survey of audience • Conversions
  9. • what are the challenges to good digital copywriting in

    your organisation? • what writing resources do you have available? • what is the trickiest thing about producing good copy? • is there a written creative brief for each piece of copy you produce? • how many stakeholders does it usually take to sign off a piece of copy? • how many rounds of amends does a piece of copy get?
  10. Summary: Plan – process, resource Find your story, understand your

    audience Brief appropriately, leave enough time Define your language and tone of voice Ask lots of questions and have values that underpin everything Be consistent, be authentic Define variables for how you will measure engagement and success Create guidelines to ensure all new content is engaging too