Tools and tips for digital copywriters and content strategists based on 3 case studies.

1. Copywriters
What do they do all day?
Liz Wilson, Content Strategist & Copywriter
lizwilson.me

2. Different
websites
Tools and tips to solve some of
the problems
3

3. Write a Website
for 15 Languages
 English, Danish, Spanish, Estonian, Finnish, French, German,
Lithuanian, Dutch, Norwegian, Polish, Portuguese, Russian,
Swedish, Israeli
 http://www.edensprings.com/
1

4. One Big Question
 Translation or transcreation?
 One big translation agency or adaptation in the local
markets?
b

5. Very Simple Text
BEST PRACTICES FOR ONLINE WRITING
1. Be clear. Simple and direct
2. Be conversational. Everyday words, no jargon, idioms
8

6. Online Writing
 3. Most important information first
 Outcome or conclusion
 4. Satisfy users’ needs quickly
 Answer their questions
 5. Speak to the reader
 It’s about them, not you

7. Online Writing
.
6. Scannable text
 questions, bullets, numbered lists, sub-headings,
block quote.
7. Mobile friendly
8. Links

8. Readability Tester
.
Flesch Reading Ease
https://simple.wikipedia.org/wiki/Flesch_Reading
CheckText.org
http://www.checktext.org/
_

9. Summary
Keep online content simple –
especially for multiple language
websites
Transcreation localises the translation
1

10. TMI – Too Much
Information
1,500 pages
https://www.iru.org/
2

11. Content Strategy!
 What do you already have?
 Who do you want to reach?
 How do you want to sound?
 What topics do you want to own?

12. Toolkit
 Content Audit & Evaluation
 Personas
 Tone of Voice
 Messages & Stories
b

13. What to keep and rewrite?
What to archive or delete?
Where are the gaps?“
Content Audit & Evaluation
 https://moz.com/blog/content-audit-tutorial
Resource

14. Personas are fictional characters
who represent your website’s users.
“
Personas
 https://blog.bufferapp.com/marketing-personas-
beginners-guide
Resource

15. A Tone of Voice tells you how to
write for your users.
“
Tone of Voice
 https://www.youtube.com/watch?v=CljlTSDlf-k
Resource

16. Messages tell people what you do,
why it matters and how you are
different. Stories bring those
messages to life.“
Messages and Stories
 https://gathercontent.com/blog/a-beginners-guide-
to-messaging-development
Resource

17. Summary
Develop a Content Strategy for
refresh of a large website
2

19. How Can I Stand
Out From the
Crowd?
“leadership coach in Switzerland”
8 million results on Google
3

20. I’m Different
 Leadership coach, corporate team builder, djembe player, lover of Africa,
concert performer, TED speaker, consultant to multinationals and international
organisations
 http://dougmanuel.com/

21. Visible not
INvisible
 Storytelling
 Not selling
 Tone of voice
 Not your usual leadership coach
b

22. My Story
b
 Africa, drums
 Wisdom, wholeness
 TED talks, respected
 Personal loss
 Passions, friends

23. Summary
 In a crowded marketplace, create a
distinctive brand.
3

24. Awesome Websites
 https://www.airbnb.com Marketing
 http://www.theguardian.com/news/series/the-long-read
Editorial
 http://mashable.com/category/uk/ News blog
 http://www.coca-colacompany.com/our-company Corporate
communications

25. Over to You
Content Strategy & Copywriting
Liz Wilson
@lizwilson2
lizimcp@gmail.com