1. Digital Writing
Types of web copy

2. Content needs to be: Clear and concise Easy to read Well written
Well structured

3. Types of Content Short copy Call to Action Descriptive instruction
‘Click here’
‘Buy this now’

4. Call to action
Short & to point
Enticing & Appealing

5. Short copy Titles and subject lines Reader further or not..?
Guide to online copywriting
Ten steps to online copywriting that sells

6. Titles and subject lines
Save 35% and live a brighter life –today only
Entice
Exciting
Persuade

7. Short copy Search adverts limited space time to get a message across
Enticing?
Test

8. Avoid overly promotional communication protocol
Social copy
Research
Shareable
Value
Insightful
Avoid overly promotional
Conversation
Personal
appeal
communication protocol
FOLLOW

9. Long copy Provides more information Encourages the reader to convert
Structured and formatted so that it’s easy for attention starved
web readers to digest

10. Long copy News releases releasing information
Written in the brand tone,
Be accessible to the general public,
Be optimized and formatted according to the principles of good web writing (more on those later). Also remember to focus on a compelling
headline to win over your

11. Compelling Headline to win readers
News release
Compelling Headline to win readers

12. Long copy Articles for online syndication
disguise
Articles for online syndication
Indirect promotion of your brand
Provide information
Valuable content
indirectly related to your product or service
Interesting
Expect
SEO
Informative

13. Long copy Emails Newsletters can offer: Humour and entertainment
Research and insight
Information and advice
Promotions and special offers

14.
Digital newsletter

15. Prospective customers
Blogging
Communication tool:
Staff
Investors
Industry members
Journalists
Prospective customers
Community around brand
Immediate feedback
Online identity
Voice and a personality

16. Blog

17. Long copy Website copy Writing text that can be easily scanned
Using meaningful headings and sub- headings.
Highlighting or bolding key phrases and words.
Using bulleted lists.

18. Website copy Having a well-organized site
Limiting each paragraph to one main idea or topic.
The leading sentence should give a clear indication of what the paragraph is about. Readers

19. Website copy
can scan each paragraph without missing any essential information.
Cutting the fluff
Get rid of meaningless turns of phrase and words that bulk up copy unnecessarily.
Removing redundancies-get to point

20. Long copy Writing for mobile Get to the point-limited space
Put the important bits up front
Condense information to its simplest form
Use a Call to Action upfront
Use headings and subheadings for scanning.

21. Writing for mobile

22. Reference
Strokes,R.2013.eMarketing:The essential guide to marketing in a digital world. 5th edition. Quirk Education