Content is King

David Chaffey, David Mill

• Publisher: Routledge
• Year: 2012
• Print ISBN: 9780750663175
• eBook ISBN: 9781136414381
• Topic: Business
• Subtopic: Business General
• Index: Business

A growing number of information providers are now online, and as a result being able to produce copy that is suitable for an online readership is of increasing importance. In this text the basic principles of copywriting are covered, along with more specific guidance on writing for online sources. The differences between writing for online and offline are highlighted to enable the reader to distinguish between the two and consequently write the best form of copy for the end source. Different sources of online content require different approaches, and therefore the author takes a structured approach, taking each of these channels in turn, for example writing for web sites, writing for email, ezines and newsletters, writing for search engines, and writing for online ads. By approaching each topic individually, specific guidance is provided enabling the reader to be properly equipped with the tools required to write the most appropriate copy for the task in hand.

CHAPTER 1

Copywriting for Online Versus Offline

Overview

Copywriting for online readership requires an approach different from creating content intended for publication in print, whether being newly created or being re-purposed from existing material.

Copy length, pointers and links, typographic styles, interaction — these are among the items that require alternative treatment.

Chapter objectives

Through this chapter, you will discover the differences between how people read on screen and print.

You will also gain an understanding of how to create effective copy for the online readership, including writing styles, interactivity and relationship building.

Chapter structure

Introduction – readers and skimmers

Less is more – bytes and pieces

Start Here – entry points

Get to the point – pyramid style

Bite the bullets – plus links, headings and sub-headings

Accessibility

Interactivity

The one-to-one relationship

Summary

Checklist.

Introduction – readers and skimmers

When we write for print, we expect the reader to closely follow our copy from start to finish, following the logical path of our presentation.

However, as we recognized in this book's introduction, the online reader tends to skim and scan content. In addition, they will most often jump from item to item, page to page (which is what hyperlinks are for, after all).

Skimming is when a reader quickly runs their eyes over your text to identify the main ideas presented.

Scanning is when they are running their eyes over the text and picking out specific words or phrases – either ones they are seeking or ones you have drawn to their attention through text styling.

The online copywriter, therefore, has to ensure:

key content is quickly and easily consumed

the most important information is near the start of the copy

content is organized in an easy-to-follow and intuitive navigational structure.

to:

enhance the readers’ experience

keep them on-site

successfully gain the desired actions

deliver the objectives.

Less is more – bytes and pieces

As if skimming and jumping around wasn't enough to cope with, it's also important to appreciate that web readers simply do not like long sections of copy (deep scrolling), particularly within the upper and introductory levels of content.

Therefore, content should be broken up into smaller, logically organized sections. Plus, since reading from a screen is somewhat painful compared with print, the less is more rule should be followed, with copy length being as condensed as possible – perhaps half the length and broken up into chunks.

Also, you should endeavour to:

keep sentences to about 15–25 words in length

use one idea per sentence

include a sentence at or near the start of each paragraph that conveys the point of the whole paragraph.

This will deliver benefits to the scanning reader (who often only reads the first part of a paragraph to assess whether it's relevant to them) and will enhance understanding (since the ...

Table of contents

• Front Cover
• Half Title
• Title Page
• Copyright
• Contents
• Preface
• Acknowledgements
• Introduction – Content is Still King
• 1 Copywriting for Online Versus Offline
• 2 The Fundamentals
• 3 Sub-editing – Tuning Your Copy
• 4 Website Content Planning
• 5 Writing for Websites
• 6 Writing for Email
• 7 Writing for Search Engines
• 8 Writing for Ads
• 9 Online Writing – the Variety Show
• 10 Conclusions
• Checklists
• Index