Content Is King -
Copywriting and
Editing Online

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

• Preface.
  
  
• Acknowledgements.
  
  
• Introduction - Content is King.
  
  
• Copywriting for Online.
  
  Including:
  
  
• Readers and skimmers examined.
• Why you get more from writing less.
• Dealing with multiple website entry points.
• How to get to the point pyramid style.
• Grabbing readers' attention with typography.
• Interacting with your readers.
• Developing the one-to-one relationship.
• More...
  
  
• The Fundamentals.
  
  Including:
  
  
• Getting to know your online reader.
• How to reveal your personality.
• Building your credibility to gain trust.
• Humour - funny, it's not always funny.
• Your promotional writing for the web.
• How to be persuasive.
• More...
  
  
• Sub-Editing.
  
  Including:
  

• How to edit your own copy.
  (with a little help from your friends)
• Effective use of headings, sub-headings and the rest.
• Hyperlinking with meaning.
• Oops - some costly (and funny) mistakes.
• Are you styles better? You can and should be.
• More...
  

• Website Content Planning.
  
  Including:

• The structure of your website.
• Planning your content.
• Why it's important to establish the goals and purposes.
• Get visual with your site structure.
• Website changes - what, when and why.
• The benefits of some forward planning.
• More...
  

• Website Writing and Editing.
  
  Including:

• Applying the science to writing for the web.
• Your Home page is where the heart is.
• Destinations that deliver the goods.
• Actions which are louder than words.
• Shoppers, browsers, researchers and other readers.
• Their privacy is important to you.
• Developing your FAQs.
• More...
  

• Writing and Editing for Search Engines.
  
  Including:
  

• Why search engines love the words we weave.
• Targeting those searched-for phrases.
• Tools to help your research.
• Emphasis and high rankings.
• Getting to the source of the code.
• Mastering your titles and tags.
• Off the page factors that also matter.
• More...
  
  
• Writing and Editing for Email.
  
  Including:
  
  
• Planning your email content.
• How to give the readers what they want.
• The key email content elements.
• Your perfectly shaped body.
• Developing personality and tone.
• Successful calls to action.
• Timing is everything.
• Your email and the law.
• More...
  
  
• Writing and Editing for Ads.
  
  Including:
  

• Classified advertising with a twist.
• Your Top 10 creative tips.
• Ads in your Ezines and Newsletters.
• Sharing success with designers.
• The golden rules for banners.
• Making friends with your ad partners.
• More...
  
  
• Writing and Editing - the Variety Show.
  
  Including:
  
  
• Business to Business (B2B) or Business to Consumer (B2C)
  - adapting your style.
• Hello, can I help you - the virtual salesperson.
• Ingredients of successful copywriting for catalogues.
• Getting personal and down to business with blogs (web logs).
• SMS marketing - writiN sms txt msgz.
• More...
  
  
• Conclusions.
  
  
• Checklists.

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