 |
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
|
