Copywriting for EngagementRobert Mills

Nov 3rd 2014

Planning Creating Managing

Planning

How

workshops

Brief illustrations taken from free PDF book: Designing for the Web by Mark Boulton

This image is courtesy of GatherContent

Creating

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.

The diversity in our department enables us to be innovative and creative, resulting in revolutionary, ground breaking and immersive experiences for our target customers.

We build awesome products our customers love.

Values

Brand

Personality

Tone of Voice

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.

A great brand is built around a strong personality, and a strong personality has a distinctive and recognisable tone of voice.

Vs.

ConsistencyAuthenticity

Managing

?

• Analytics – traffic, bounce rate

• Feedback• Social media mentions

and shares• Direct survey of

audience• Conversions

• 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?

Voiceandtone.com

Gov.uk/designprinciples/styleguide

Summary:

Plan – process, resourceFind your story, understand your audienceBrief appropriately, leave enough timeDefine your language and tone of voiceAsk lots of questions and have values that underpin everythingBe consistent, be authenticDefine variables for how you will measure engagement and successCreate guidelines to ensure all new content is engaging too