Week+12b_MKTG229_F'15_18_writing+for+digital_Ch7

Week+12b_MKTG229_F'15_18_writing+for+digital_Ch7 - DIGITAL...

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start DIGITAL MARKETING MKTG 229 –2016 Ch 7 Writing for digital
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MKTG229_ Centennial college_Course material,CKandil_Fall2015 Session objectives 2 1. Principles of writing for an audience on the web 2. Types of copy available 3. Basics of HTML for formatting online text 4. How to write for SEO 5. Best practices for online copywriting
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MKTG229_ Centennial college_Course material,CKandil_Fall2015 Art of writing 3 L01 Purpose (entertain, inform) Structure (language)
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MKTG229_ Centennial college_Course material,CKandil_Fall2015 Art of writing…for the web 4 L01 Enhance performance Enhance performance Information overload Information overload Attention deficit Attention deficit Purpose and style Purpose and style
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MKTG229_ Centennial college_Course material,CKandil_Fall2015 1 st order of business 5 L01 1. Identify the audience 1. Identify the audience 2. Segment the audience 2. Segment the audience
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MKTG229_ Centennial college_Course material,CKandil_Fall2015 1 st order of business 6 1. Who is the audience? 2. What actions do we want them to take? 3. What information do they need in order to make them feel confident about taking the action? (Holly Buchanan, Future Now) L01
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MKTG229_ Centennial college_Course material,CKandil_Fall2015 Power of digital: one-2-one 7 L01 Power of measurability, forces a tailored communication ap- proach
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