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. What marketers do: CCDVTP
• Create
• Communicate
• Deliver Value
• Target Market
• Profit
Marketers create, communicate, deliver
value to your target market at a profit
7. What marketing copy does: CVTMP
• Communicate
• Your value
• Target market
• For profit
Marketing copy communicates your service or
product’s value to your target market through
remarkable copy
8. Communicate that value through
remarkable copy
Here’s what you need to know BEFORE you
begin to write your website copy:
• your website’s purpose
• what success looks like for you
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. 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. 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. 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. Your elevator pitch
Elevator Pitch
________ offers _______________ to ___________________
(your offer) (customer/client)
to help them
___________________ and ________________________.
(benefit) (benefit)
I’m different from my competition
because_____________________________________
14. Your boilerplate
In 50 words or less:
– who you are
– what you do
– how you do it
Consistently use your boilerplate online in social
media profiles, articles, guest blogging
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. 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. 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. 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. 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
21. Remarkable Blog Copy
Blog 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. Blog Copy
Headlines 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. Blog Copy
5. 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. 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. Blog Copy
Tips for better copy
1. Get rid of unnecessary extra words
2. 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. Blog Copy
Tips for better copy
5. Focus your sentence on one thought
6. Short Paragraphs – break the grammar rules
7. Find your most compelling paragraph. Make it
your first paragraph and re-organize your
content
27. Thank you!
Want more tips for better copy?
Visit Digital Dialogues
Looking for an affordable way to build your online presence?
At GoWordPress workshops, you’ll create a professional
WordPress site, write search engine optimized web marketing
copy and learn to source, edit and add images.
Check Go WordPress out!
Notes de l'éditeur
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.