Content Is King - Writing and Editing Online.
Content Is King - Entry Page.

Content Is King - Book Contents.

Content Is King - Preface.

Copywriting Online.

Online writing fundamentals.

Editing online.

Website content planning.

Writing for websites.

Writing for search engines.

Writing marketing email.

Creating online ads.

Various online writing styles.

Full book index.

Various online writing styles.

Contact David Mil
Elsevier - Butterworth Heinemann

Content Is King -
Copywriting and
Editing Online

The guide book - for marketers, copywriters and editors.

By David Mill
ISBN 0750663170
Publisher:
Butterworth Heinemann
Content Is King - book by David Mill.Content Is King - book cover.by David MillOrder a copy of Content Is King - Writing and Editing Online.



Content Is King - Writing and Editing Online.

The Online Writing and Editing Guide Book for Marketers, Copywriters and Editors.

Book Index

Abbreviations, 26, 38, 143-9

‘About Us’ pages, 66

Accessibility, 11-12, 58, 63

barriers to, 111

Accuracy, 69

Acronyms, 26, 143-9

Action, 58-9, 88

attention captured and converted into, 116

calls to, 120, 124, 126

provoking, 61, 84, 115

Action verbs, 85-6

Active Voice, 55, 85, 87

Adam Smith Institute, 139, 140

Adams, James Randolph, 124

Advertisements, 8, 101, 115-28, 161-2

Affiliate programs, 126-7, 162

Aggregator services, 140, 141

AIDAS (Attention, Interest, Desire, Action,

Satisfaction) test, 81-2

Alerts, 141, 142

Algorithms, 105

Alt text, 111-12

Amazon Associates, 126

Ample, 116, 117

Analysis and reporting, 118

Apostrophes, 41

Appetite, 216

Argos, 131

Attention, 25

attracting, 34, 84

capturing, 115, 116, 124, 125

grabbing, 11, 52, 74, 81, 83, 120, 123, 130

taking away from main content, 126

Automation, 77

162-3

Background, 8

Bandwidth, 95

Banners, 8, 116, 123-6, 162

Best practice, 69, 98, 101

Bid management, 118

Blind users, 11, 111

Blogs, 137-42, 163

Body Content, 83-5, 91

Bookmarking, 64

Brackets, 36, 4

Brand Voice, 22

Brands, 27

awareness of, 75, 124

consumers more responsive to, 133

‘Breadcrumb trails’, 57

Brevity, 6, 87

Broad matching, 118

Brother, 117, 119

Browsers, 65, 108

generating leads from, 62-3

text-based, 111

Bullets, 10-11, 12, 66, 85, 107

Buttons, 8, 123-6

‘Buzz’ factor, 74

Buzzwords, 84

Cabinet Office (UK), 12

Campaign planning, 117

Capital letters, 27, 39

Catalogues, 127, 133, 135-7, 163

Celebrities, 138

Cellhire, 117

Channel-hopping, 64

Chemical equations, 40

Cisco Systems, 132

Classified-style ads, 123

Click-throughs, 84, 87, 119, 126

greater number of, 123

measurement, 112

rates and conversions, 127

CMS (Content Management System), 48

in-house, 77

Committee of Advertising Practice, 101

Community Building, 75

Competitive advantage, 134

Complaints, 100

Compounds, 38

Comprehension, 35, 56

Conciseness, 6, 84

Conclusion starts, 8, 10

Conclusions, 34, 52, 57

Confidence, 24, 28

building/gaining, 27

Consent, 99, 100

Consistency, 19, 36, 42, 85

Contacts, 75, 88, 101

Content lists, 84

Content planning, 44-9, 76-7, 96, 158

Contents, 47, 57

Contractions, 38

Conversational style, 14, 87

Conversions, 118, 127

Creative services, 118, 119-21

Credibility, 24, 25, 27, 63, 79

building, 66

creating or strengthening, 75

putting into practice, 50

strong evidence of, 130

Curiosity, 126

Customer-centricity, 55

Customer Focus Rate, 21, 22

Customer retention/acquisition, 75

Customer support, 68

Dashes, 38

Data Protection Act (UK 1998), 100

Dating, 41

Decimal points, 39

Depth, 95, 122

Descriptions, 47, 48, 120

benefit-laced product, 136

compelling, short 127

creating, 137

importance of, 35

meaningful, 118

meta tag, 108-10

text, 126

Design, 12, 77

Desire(s), 61, 82

provoking, 126

Destination pages, 56-70

Dialogue, 13

Diaries, 138

Digital strategy, 142

Disabilities, 11

Discussion, 13

DoubleClick, 97, 117, 120

E-commerce, 133-5, 163

Editor’s Recommendations, 123

Email, 8, 13, 122, 140, 159-60

blog updates via, 139

enquiry forms, 67

writing for, 73-103, 161-2

Body Content; Filters; ‘From’ Headers;

Personalization; Spam; Subject lines

Email marketing, 77, 86, 87, 101, 107

direct 26, 98

goals 75, 76

one-to-one characteristic of, 86

opt-out requests, 100

permission-based, 73, 121

unsolicited, 98-9

Embedded response forms, 123

Emoticons, 143, 149-51

Emotional strings, 130

Emphasis, 11, 48, 107-8

change of, 48

En rules, 38

Encapsulation, 125

Endings, 37, 41

Equations, 40

Errors, 32-3

work that is free of, 42

Espotting, 116, 121

Exact matching, 118

Excel, 46

Expectations, 5, 17, 51, 84

important to know reader and, 141

path to content that doesn’t meet, 57

questions about, 52

typical readers/customers, 52

Experían, 81, 95

Explanatory material, 36

Extravagant adverbs/adjectives, 26

Ezines, 121-3, 126

Facts, 31

FAQs (Frequently Asked Questions), 63, 65, 66,

67-9

Feedback, 13, 69

responding to, 75

Figures, 40

Filters, 82, 91, 137

Firewalls, 94, 95

Foreign words, 39

Forrester Research, 80, 86

Forward planning, 47-8

Forwarding, 94

Fractions, 39

Frequency, 47-8, 96-8

Freshness, 64, 69

‘From’ Headers, 82, 91-2

Full points, 38

Functionality, 93, 123, 133

deep link, 136

Funky phrases, 84

Future Now, 55

Gaffes, 32

Gates, Bill, 138-9

Genuineness, 85

Glossaries, 26

Goals, 17, 51, 60, 124

anticipated, 56

creating a list of, 45

email marketing 75, 76

key, 18, 82

Google, 104, 106, 109, 116

Blogger.com, 137

PageRank assessment, 112

Graphical signposts, 57

Graphics, 123-6

Guardian Unlimited, 138

Headers, 123

‘From’ 82, 91-2

Headings, 11, 33-4, 35, 66

clear explanatory, 7

readers automatically receive, 140

Headlines:

effective, 122

short and meaningful, 141

Help Sections, 68, 69-70

HMSO (Her Majesty’s Stationery Office), 66, 101

Home Pages, 52-6

Hooks, 3-5, 84, 133

HotelConnect, 136

House style, 35, 36, 37, 38

HTML (Hypertext Markup Language), 77, 84, 92, 93

additional opportunities to capture targeted

readers, 123

desire to receive email in, 93, 95

tags, 108

Human element, 86

Humour, 24-5, 86

Hype, 55

avoidance of, 68, 130

no place for 85, 119

successful, 25

Hyperlinks, 2, 4, 12, 34-5, 85-6

text in and around, 106

underlines may be mistaken for, 41

Hypertext, 12

Hyphenation, 38

IAB (Interactive Advertising Bureau), 124

ICS (International Correspondence Schools), 21-3,

117, 119, 125

Identification purposes, 60

Identifiers, 82

Illustrations, 47

Image content, 111

Impression, 20

Incentives, 126, 133, 135

information-based, 133

Information architecture, 45, 47

Information Commissioner guidance (UK), 100

Initials, 38

Instructions, 58, 59-60, 69

Interactivity, 1, 12, 64-5

sub-headings can increase, 33

viral-related 13

Interest, 84

activating, 81

capturing, 85

definite, 98

heading most relevant to, 33

niche areas of, 74

reflecting, 75

source of, 56

Internet Explorer, 59

Introductory material, 9

Italics, 39-40

Jargon, 26, 27, 84

Jupiter Communications, 80, 106

Key elements/factors, 2, 11, 24, 27, 82-102, 107

identifying, 124

importance of, 34

information, 10, 31, 141, 142

phrases, 111, 137

web pages, 56, 66

phrases

Keywords, 11, 105-6, 116-17, 119

matching techniques, 118

meta tag, 108, 110

Labels, 111

La Gardenia Europa, 78

Landing Pages, 95-6

Language, 17, 22, 24, 69, 86

direct, 125

individual, for blogs, 141

informative, 132

laddish, 21

native, 78

plain, 12, 84

reader’s, speaking one-to-one in, 87

second, English as, 26

simple 26, 119, 125

will vary widely depending on readership, 143

Laphroaig, 88-90

Lead, 84

Lead generation, 133

Lead statements, 9, 10, 105

Left Foot Company, 76

Legislation, 98-102

Length, 1, 68, 122, 143

condensed, 2-3

estimations of, 47

search engine keyword, 106

‘Less is more’ rule, 2-3, 5, 6

strongest example of need to follow, 143

Links, 1, 7, 11, 68, 106, 109

blog, 137, 140

building, 8

deep, 127, 136

direct, 127

external, 13, 57

general navigation, 35

higher, 84

inbound and outbound, 112

main click-through, 84

meaningful, 57, 58

plain English, 93

primary, 85

relevant to search phrase, 121

sponsored, 116

text, 122, 126

Lists, 75, 100

Local government websites (UK), 12

Location, 121, 143

Logos, 123

Loyalty, 64, 75, 79

Macintosh systems, 59

Main messages, 12

Marketese, avoidance of, 68, 130

no place for 85

successful, 25

Marketing, 8, 106, 107

SMS, 142

Mathematical equations, 40

MediaCo, 76, 79, 81, 96, 106, 107, 111

PPC campaigns, 117

Meisel, Ted, 106

Met Office Aviation Service, 70

Meta Tags, 104, 108, 109-10

Microsoft, 46, 91, 119-20, 138-9

Misspelling, 41

Mistakes, 32, 65

Misunderstandings, 65

Mobile phones, 142-3

Modification, 47

Morkes, John, xiii

Morris, Charlie, 42

Multiple authors, 48, 141

Multiple levels, 57

Names, 41

National Cancer Institute (US), 11

Navigation, 2, 8, 24

assisting, 11

ease of, 45

general links, 35

logical structure for implementation, 44

Needs, 61, 130, 134

Netscape, 59

Networking, 75

‘News sense’, 31

Newsletters, 74-5, 77, 78, 80, 84, 96

advertising within, 116, 121-3

favourite, 88-9

information-packed, 86

replaced by web-based blog, 137

Newspapers, 9, 34

Nielsen, Jakob, xiii, xiv

Nostalgia trap, 5

Numbers, 38-9, 40

Objectives, 2, 14, 133

changing text depending on, 129

identifying, 47, 126

obvious, 84

overall, 17

OECD (Organization for Economic Co-operation and

Development), 67

Off-the-page factors, 112

Offline direct mail, 26

Oliver, Jamie, 138

on-topic humour, 25

One-to-one communication, 13

Opinions, 75

Opt-out requests, 100-1

Orange, 142

Outlines, 48

Overture, 26, 106, 108, 116, 119

Paragraphs, 6, 10, 55

chunky, 21

initial, 84

introductory, 7, 77

link at start of, 35

logical connections between, 4, 5

main point at beginning of, 11

point of, 3

targeted key phrases should appear near start

of, 106

unnecessary sentences, 6

Participation, 13

Passive Voice, 55

Perrone, Jane, 138

Perseus Development Group, 139

Personae, 17-18

Personality, 14, 42, 78, 84, 85, 127

humour used to develop, 25

ideal opportunity to present, 140

putting into practice, 50

revealing, 19-24

sub-headings used to convey, 33

typical reader, 86

wrong, 87

Personalization, 83

Persuasion, 27-8, 61

Phases, 47

Phrase matching, 118

Plain text, 12, 92, 123

formatting, 77

with landing pages, 95-6

Plurals, 38

Pointers, 1, 8

Positioning, 105, 118

high(er), 58, 117, 137, 140

key influencer of, 109

phrases to help boost, 107

Positive content, 56

PowerPoint, 46

PPC (Pay-Per-Click) advertising, 116-21, 122, 126,

137, 161

Presentation, 78

Privacy, 66-7, 100, 101-2

Product Fact Files, 58

Product Feeds, 126, 127

Products/Services, 5-6, 46-7, 48, 76, 136

adding value to, 74

buying and selling online via Internet, 133

consuming deeper content about, 132

direct sales of, 75

featured, 123

knowledge of, 124

promoting, 75

selling only locally, 121

suitability of, 133

Professionalism, 78

Prominence, 47

Promises, 135

Promotional writing, 25-7, 55

Proprietary names, 41

Prosecution, 98

P. S. (postscript) 87-8, 102

Punctuation, 38, 84, 109, 110

Pyramid style, 8-9, 10, 141

Questions, 80, 130, 132, 133, 135

Quotes, 36, 38, 41

Rankings, 105, 111, 112

Ratios, 40

Readability, 27

Reader preferences, 77-8

Reader response mechanism, 65

Reader retention, 78-81

Reader types/readership, 17-19, 25, 26

language will vary widely depending on, 143

matches target market, 123

profile of, 130

very focused, 121

Registration, 98

Regulations, 98, 99, 100

Relationships:

building, 1, 75, 85, 133

deepening, 76

one-to-one, 13

trusting and long-term, 130

Repeat business, 5

Repertoire, 130

Reputation(s), 75, 78

Responses, 117

Revenue, 75, 126

Rewriting, 31

Rich media, 92, 94-5, 116, 123, 124

RNIB (Royal National Institute of the Blind), 58

Role, 24, 131

Royal Navy, 59-60

Rules:

compliance with, 98

exceptions to, 88-90, 98-9

golden, 31, 124

key, 9, 115

Satisfaction, 82

Scannability, 21, 32, 34

Scanning, 2, 10, 12, 53, 54, 107

benefits to reader, 3

putting into practice, 50

‘with ears’, 11

Science, 51-2

Scottish Enterprise, 94, 101

Scottish Executive, 80

Screen-readers, 11, 111

Screen resolution, 59

Scrolling, 56, 85

deep, 2

Search Engines, 7, 8

dislike of software-generated URLs, 137

fresh and regularly updated content, 140

help to boost positioning, 58

PPC advertising, 116-21

terms used on, 26

writing for, 35, 104-14, 160-1

Sections:

all-encompassing, 47

pointers and links to, 8

smaller, logically organized, 2, 7, 45

Security, 60, 94, 95

Segmentation, 77

Self-publishing individuals, 138

Sellers, Leslie vii, 31, 42






Content Is King
Writing and Editing Online

Readership: Marketers; Specialist web marketers; Dedicated staff employed to write online copy; PR agencies; eMarketing agencies.

ISBN: 0-7506-6317-0
Book/Paperback

Line Illustrations: 40
Measurements: 156 X 234 mm
Pages: 208
Imprint: Butterworth-Heinemann

Price: £22.99


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