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Copywriters
What do they do all day?
Liz Wilson, Content Strategist & Copywriter
lizwilson.me
Different
websites
Tools and tips to solve some of
the problems
3
Write a Website
for 15 Languages
 English, Danish, Spanish, Estonian, Finnish, French, German,
Lithuanian, Dutch, Norwegi...
One Big Question
 Translation or transcreation?
 One big translation agency or adaptation in the local
markets?
b
Very Simple Text
BEST PRACTICES FOR ONLINE WRITING
1. Be clear. Simple and direct
2. Be conversational. Everyday words, ...
Online Writing
 3. Most important information first
 Outcome or conclusion
 4. Satisfy users’ needs quickly
 Answer th...
Online Writing
.
6. Scannable text
 questions, bullets, numbered lists, sub-headings,
block quote.
7. Mobile friendly
...
Readability Tester
.
Flesch Reading Ease
https://simple.wikipedia.org/wiki/Flesch_Reading
CheckText.org
http://www.chec...
Summary
Keep online content simple –
especially for multiple language
websites
Transcreation localises the translation
1
TMI – Too Much
Information
1,500 pages
https://www.iru.org/
2
Content Strategy!
 What do you already have?
 Who do you want to reach?
 How do you want to sound?
 What topics do you...
Toolkit
 Content Audit & Evaluation
 Personas
 Tone of Voice
 Messages & Stories
b
What to keep and rewrite?
What to archive or delete?
Where are the gaps?“
Content Audit & Evaluation
 https://moz.com/blo...
Personas are fictional characters
who represent your website’s users.
“
Personas
 https://blog.bufferapp.com/marketing-pe...
A Tone of Voice tells you how to
write for your users.
“
Tone of Voice
 https://www.youtube.com/watch?v=CljlTSDlf-k
Resou...
Messages tell people what you do,
why it matters and how you are
different. Stories bring those
messages to life.“
Message...
Summary
Develop a Content Strategy for
refresh of a large website
2
How Can I Stand
Out From the
Crowd?
“leadership coach in Switzerland”
8 million results on Google
3
I’m Different
 Leadership coach, corporate team builder, djembe player, lover of Africa,
concert performer, TED speaker, ...
Visible not
INvisible
 Storytelling
 Not selling
 Tone of voice
 Not your usual leadership coach
b
My Story
b
 Africa, drums
 Wisdom, wholeness
 TED talks, respected
 Personal loss
 Passions, friends
Summary
 In a crowded marketplace, create a
distinctive brand.
3
Awesome Websites
 https://www.airbnb.com Marketing
 http://www.theguardian.com/news/series/the-long-read
Editorial
 htt...
Over to You
Content Strategy & Copywriting
Liz Wilson
@lizwilson2
lizimcp@gmail.com
Digital copywriting
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Digital copywriting

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Tools and tips for digital copywriters and content strategists based on 3 case studies.

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Digital copywriting

  1. 1. Copywriters What do they do all day? Liz Wilson, Content Strategist & Copywriter lizwilson.me
  2. 2. Different websites Tools and tips to solve some of the problems 3
  3. 3. Write a Website for 15 Languages  English, Danish, Spanish, Estonian, Finnish, French, German, Lithuanian, Dutch, Norwegian, Polish, Portuguese, Russian, Swedish, Israeli  http://www.edensprings.com/ 1
  4. 4. One Big Question  Translation or transcreation?  One big translation agency or adaptation in the local markets? b
  5. 5. Very Simple Text BEST PRACTICES FOR ONLINE WRITING 1. Be clear. Simple and direct 2. Be conversational. Everyday words, no jargon, idioms 8
  6. 6. Online Writing  3. Most important information first  Outcome or conclusion  4. Satisfy users’ needs quickly  Answer their questions  5. Speak to the reader  It’s about them, not you
  7. 7. Online Writing . 6. Scannable text  questions, bullets, numbered lists, sub-headings, block quote. 7. Mobile friendly 8. Links
  8. 8. Readability Tester . Flesch Reading Ease https://simple.wikipedia.org/wiki/Flesch_Reading CheckText.org http://www.checktext.org/ _
  9. 9. Summary Keep online content simple – especially for multiple language websites Transcreation localises the translation 1
  10. 10. TMI – Too Much Information 1,500 pages https://www.iru.org/ 2
  11. 11. Content Strategy!  What do you already have?  Who do you want to reach?  How do you want to sound?  What topics do you want to own?
  12. 12. Toolkit  Content Audit & Evaluation  Personas  Tone of Voice  Messages & Stories b
  13. 13. What to keep and rewrite? What to archive or delete? Where are the gaps?“ Content Audit & Evaluation  https://moz.com/blog/content-audit-tutorial Resource
  14. 14. Personas are fictional characters who represent your website’s users. “ Personas  https://blog.bufferapp.com/marketing-personas- beginners-guide Resource
  15. 15. A Tone of Voice tells you how to write for your users. “ Tone of Voice  https://www.youtube.com/watch?v=CljlTSDlf-k Resource
  16. 16. Messages tell people what you do, why it matters and how you are different. Stories bring those messages to life.“ Messages and Stories  https://gathercontent.com/blog/a-beginners-guide- to-messaging-development Resource
  17. 17. Summary Develop a Content Strategy for refresh of a large website 2
  18. 18. How Can I Stand Out From the Crowd? “leadership coach in Switzerland” 8 million results on Google 3
  19. 19. I’m Different  Leadership coach, corporate team builder, djembe player, lover of Africa, concert performer, TED speaker, consultant to multinationals and international organisations  http://dougmanuel.com/
  20. 20. Visible not INvisible  Storytelling  Not selling  Tone of voice  Not your usual leadership coach b
  21. 21. My Story b  Africa, drums  Wisdom, wholeness  TED talks, respected  Personal loss  Passions, friends
  22. 22. Summary  In a crowded marketplace, create a distinctive brand. 3
  23. 23. Awesome Websites  https://www.airbnb.com Marketing  http://www.theguardian.com/news/series/the-long-read Editorial  http://mashable.com/category/uk/ News blog  http://www.coca-colacompany.com/our-company Corporate communications
  24. 24. Over to You Content Strategy & Copywriting Liz Wilson @lizwilson2 lizimcp@gmail.com

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