A full detailing of how web copywriting is different from traditional copywriting.
Practical experience and assignments in the entire expanse of web copywriting : flash ads, adword ads, email writing, etc..
|Session Topic||Some of the areas that will be covered|
|1||Introduction to Copywriting||Introduction and basics of copywriting
|2||Marketing Communication Basics||Messaging – who to, what for, and deliver where?
Defining the audience(s), identifying the key point of the message,
Locating contexts/portals to serve the message.
|3||Text on the Web||The full expanse of ‘text on the web’
Best Practices for copy on web pages, banners, site capture, interactive engagement, PR and conversations.
|4||Search Engine Advertising||Typical online behavior of traffic from search engines and how does it impact the copy
Writing Text Ad for different search engines and contextual text ads on content pages.
|5||Copywriting for SEO||How to arrive at the ‘brief’ for SEO copywriting Why should one stay away from black hat techniques Studying competition and the category to get ideas|
|6||Banners & Site Capture||Static and dynamic banners. Different size formats, storyboard sequence, applying brand guidelines.
Adapting the campaign theme to a given media opportunity.
Using the topicality factor, average visitor profile, brand proposition and personality to generate a creative concept.
|7||Interactive Engagement||How to talk to prospects who are in the SEEK stage ( pre-buying).
Getting their attention, developing their interest, fulfilling their information/consultation needs.
Examples from brands – in India and abroad.
|8||Writing Copy for Social Media Activities||Why is PR and ‘word-of-mouth’ better than advertising.
How to monitoring the “social space” and listen to conversations
Posting answers to queries. Creating and participating in conversations.
|9||Newsletter and e-mailers||Understanding your Target Database
How to arrive at the template for content/scope of newsletter. Examples.
Best Practices for E-mail Marketing: subject line, copy/design, call to action.