Copywriting for Engagement

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

Transcript

1. Copywriting for Engagement Robert Mills Nov 3rd 2014
4. Planning Creating Managing
5. Planning
7. How
17. Brief illustrations taken from free PDF book: Designing for the Web by Mark Boulton
18. This image is courtesy of GatherContent
20. Creating
21. 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.
23. The diversity in our department enables us to be innovative and creative, resulting in revolutionary, ground breaking and immersive experiences for our target customers.
24. We build awesome products our customers love.
27. Values Brand Personality Tone of Voice
28. 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.
29. A great brand is built around a strong personality, and a strong personality has a distinctive and recognisable tone of voice.
31. Vs.
42. Consistency Authenticity
44. Managing
45. ?
46. • Analytics – traffic, bounce rate • Feedback • Social media mentions and shares • Direct survey of audience • Conversions
49. • 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?
56. Voiceandtone.com
57. Gov.uk/designprinciples/styleguide
58. 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