Judging how to write copy that today’s customers will want to read on the web (or will welcome into their crowded inboxes) is tough enough, but it also has to succeed in technical terms if they’re to find it at all. And when the two seem to conflict, how do you strike an appropriate balance?
This innovative workshop covers both writing for humans, and for search engines and spiders. Real examples of email and web pages submitted by participants are put through their paces on each date.
Who’s it for?
Marketing executives and managers writing copy for emailings or for the web.
What’s covered?
- How informal should online copy be? How much will people read, and HOW?
- Keywords, ‘the long tail’, and SEO (search engine optimization)
- Metatags, alt tags on images, page titles, word density – what your web team may not tell you but YOU should know
- How search engines and spam filters work
- Writing emails that get opened and read, including optimal subject headers, avoiding spam filters and firewalls, and legal requirements of email marketing copy
- What your email looks like in the browsers of different email clients
- Plenty of excellent examples from publishing and related sectors.
