creativity and copywriting - online

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Creativity and CopywritingE-Learning Buzzwords

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2Read the lecture deck and follow the links as requiredRead the assigned texts - Whipple Ch.6, Ch.10 & Ch.13, Felton Ch.1113Complete the activities (you will submit them in tutorial the w/o March 27th)

E-Learning

Lynn CS4029 E-Learning


Creative Thinking

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Plea3

Creative Thinking

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Creative Thinking

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Please change the picture to something related to radio/music

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Growth2Start with the simplest of the words and then proceed step by step to the more complex. Explain the stages of growth and their feasibility. Ive chosen four random words.13Take 5 minutes to write down your thoughts. Creative Thinking


TailSaddleSpiderPyramidCreative ThinkingLynn CS4029 E-LearningAn example for your reference: Saliva suggest mouths and dentistry....you obtain a licence to set up a dental clinic ...you grow the business by offering a menu of other typs of care....saint suggests heaven. So you add a hospice service for those who are terminally ill.


Creative Thinking

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LECTURE BREAKDOWNLynn CS4029 E-Learning


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Ad Review

http://makeit.netflix.com/projects/socksRead the website copy

Watch the video

Review the social comments



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Do you like this Netflix MakeIt project? Why?

Would you talk about this MakeIt project online? Why?

Define the role of the copy.

Ad ReviewLynn CS4029 E-Learning


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Creative Thinking

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E-Learning: BuzzwordsLynn CS4029 E-Learning

Please change the picture to key visual for lecture 9: words online11

Words onlineDigital advertisingViralContent planningTrendsAgendaLynn CS4029 E-Learning


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AgendaLynn CS4029 E-Learning

Words onlineDigital advertisingViralContent planningTrends


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The number of indexed web pages grew by almost five billionfrom 2015 to 2016. The average web page contains 1,600 words.Over 2.3 million blogs are published every day,according to WordPress.com. The average blog post in 2016 was 1,054 words.= A profusion of words online= 2.4 billion words on blogs

Words OnlineSource: https://www.grammarly.com/blog/future-of-writing/


https://www.grammarly.com/blog/future-of-writing/

For advertising copywriting pay close attention to #3 and #4. Everyword tells enables your sentence to be smart, sharp and persuasive. Edit ruthlessly and write

Im assuming you have taken enough English courses to understand the basics of grammar so will not go over editing with you

Clarity of writing follows clarity of thought think about what you want to say and then say it as simply as possible 14

On average, 321 million tweets are being tweeted per day. Lets say the average tweet is 28 characters and half are in English.According to the SocialSkinny, every 60 seconds on Facebook about 293,000 statuses are updated. Best practice for brands is to limit their update to 40 characters per status update.= 11.7 million characters in status updates on Facebook a minute

Words Online= 5 billion English characters tweeted each daySource: https://www.grammarly.com/blog/future-of-writing/


For advertising copywriting pay close attention to #3 and #4. Everyword tells enables your sentence to be smart, sharp and persuasive. Edit ruthlessly and write

Im assuming you have taken enough English courses to understand the basics of grammar so will not go over editing with you

Clarity of writing follows clarity of thought think about what you want to say and then say it as simply as possible 15

Flickr user Tom Mrazek

There is no indication from the data that we have reached peak content, in fact, the trends indicate that the volume of published content is increasing. Levels of internet access across the world are still increasing as are literacy rates, this combined with easier creation tools, would suggest we may have some way to go before we hit peak content.Steve Rayson, BuzzSumoLynn CS4029 E-Learning


Asking students to write often, read a lot, and study basic principles like the ones I enunciate here is the best we can do. ]\\we create as much information in two days now as we did from the dawn of man through 2003.

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Lynn CS4029 Lecture 9

Its imperative for copywriters today to understand tone, utility, and style, as well as how to adjust them across digital platforms.Lynn CS4029 E-Learning


You are still talking to people but the platforms change the style and tone, and require a level of utility 17

UtilityWhilst all content should educate, entertain or inspire, content published in the digital world requires copywriters to have a heightened sense of utility. Copywriters should seek to answer, How is this content useful to customers?

Lynn CS4029 E-LearningWords Online


LinksKeywordsJargon

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ToneDepending on the platform, brands will ride the elevator of their sound. As long as they are an identifiable version of themselves (ideally, more conversational), they can use their sound online to stand out from the competition and capture the attention of their customers.

Words OnlineLynn CS4029 E-Learning


Mac v. PC so clearly know who you are and who you are not.Its often helpful to have a muse. This is particularly important for social media content because you need to act like a person.

We talked about research so you can picture your audience did social listening so you can hear them try to walk in their shoes understand what it is like to have a conversaton with them

ROOKIE MISTAKE: you must project the clients identity, not the writers.

Write to one person imagine the one person youre helping with theis piece of writing this helps to connect your reader to the issue youre writing about If

Maybe the most typical user of that brand comes to mind - How would he or she talk? Or perhaps its the founder or all star employee? Or a celebrity that is the perfect match

Designers do this all the time they choose their muse Jennifer lawrence and ann hathaway never the saem

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StyleWhile different digital platforms require slightly different writing styles, they all necessitate speed and clarity in copywriting. Consider using lists, short paragraphs, and links to make depth available rather than compulsory.

Words OnlineLynn CS4029 E-Learning


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Agenda

Words onlineDigital advertisingViralContent planningTrendsLynn CS4029 E-Learning


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The terms interactive, digital, and online are used interchangeably. Digital AdvertisingImage via Vybes Sunglasses



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Interactive advertising that demands interaction between the brand and audienceOnline Advertising that happens onlineDigital Broadly, advertising on digital platforms

Digital AdvertisingFor your reference, however, they can be distinguished in this way:


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Digital is not just another channel. Digital is how you live your life. If you think of digital as just another kind of advertising , you are missing almost all of its potential.Teressa Izzei, Idea WritersFlickr user Tom MrazekLynn CS4029 E-Learning


Quote slide with lightbulb think about incorporating your message into peoples lives. Do something connected with why people are there and how the medium works As Sullivan says, it not so much about making digital advertising as it is about making advertising for a digial world focus on understanding the platformsPeople live digitallty consumer bheavior of how people find, watch, share content

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Ads that are digital are built using tech (code, sensors, AR etc.).Ads that get digital reflect an understanding of how ideas get discovered, accessed and shared in a connected world.Whipple p175Digital Advertising


RIGHT: MARGERY TO INSERT: Unskippable ads, Oreo 360 video

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You can push the brand narrative to interactive, dynamic places. You can now combine your words, with not only images, but media, technology and community to create unexpected outcomes.Digital AdvertisingLynn CS4029 E-LearningEdward Boches, Hey Whipple


ad example26

Ideas that start with something people are already interested in (Newcastle + Superbowl)Ideas that invite participation from users (Nike + Chalkbot)Ideas that connect people to each other (Coca-Cola + Small World Machines)Ideas that deliver useful content and experiences (Charmin + SitOrSquat)Ideas that are able to migrate across different media (Plan of Norway + #stopthewedding)Ideas that embrace the speed of the Internet (Oreo + Daily Twist)

Digital Advertising


Please build in each point one by one27

Advertising is content. You can't think of ads as separate things any more. needs to be good/interesting/relevant content if you want to get anyone to pay attention to it.

Content is advertising. Might sound like a repeat of the point above, and in some way it is -- but it's highlighting the flip side. Any content is advertising. It's advertising something. Every bit of content advertises something, whether on purpose or not.

Content needs to entertain, inform and/or provide utility for users to pay attention. If you want anyone to pay attention to your content (which is advertising something, whether on purpose or not) it needs to be compelling and engaging.

For many of these ideas, great content is key.

Sources:Digital Advertising


Rebuild as imageInsert google youtube logo as source28

Today, a copywriter is asked to also be aCollaboratorContent writerConversation keeper/curatorIdea generatorInventorSocial media developer

Image via Flickr user Gabriel Rojas Hruska

Digital Advertising

Lynn CS4029 E-LearningCollaboratorSociologistStorytellerTech- appreciatorUtilitarianAnalyst


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Lynn CS4029 E-LearningViral


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Viral


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Viral


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Cocktail Party RuleImagine a large room, filled with interesting people. There are many conversations happening at once. People are talking about themselves, asking questions about the other person and then a common thread is discovered. Something that both people have in common. That's when the conversation gets very lively and a connection is made.Mix and mingle. You share what you have -- interest, expertise, connections, and your attentionThen, when it's your turn to talk -- they'll actually be ready to listen. - Drew Mclellan

Lynn CS4029 E-LearningContent Planning


A word on writing for social media cocktail party metaphor39

Content PlanningDiscoverPlanCreatePropagateLearnRepeat


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DiscoverPlanCreatePropagateLearnRepeatContent Planning


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What brands wants to say their identity and value propositionWhat people want to hear their passion points and interests

Content PlanningContent TerritoryLynn CS4029 E-Learning


So, you see there is an important distinction for us to make about just creative writing and strategic copywiring. Or, writing with a purpose.

Need to hit the sweet spot where the circles overlap with your creative. Understand the overlap of art and businessEffectively define the box.Practice thinking within it.42

Calling all Copywriters!Lynn CS4029 E-LearningContent Planning


Hero content needs to be made/edited specifically for YouTube Advanced planning can help in identifying: Potential for Live Streams of Events Cross-promotional content with Influencers Ancillary videos that could add a longer tail to the conversation around the campaign/ event

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Content PlanningStock ContentStock, or as Google puts it, hygiene content, is enduring. It can be a strong driver of discoverability and lives on the brand website, blog or YouTube/Vimeo channel. Tutorials, Q&As, brand manifestos are common topics in stock content.


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Content PlanningFlow ContentFlow content is more temporary and fuels peoples social feeds. The term flow relates to income in economics: the value of flow is that it is constant, flexible and responsive. A subset of flow content is hero content, which aims to generate spikes of fame and drive social sharing.


Content PillarsContent PlanningTravel InspirationFan EngagementBrand InsiderTravel TriviaTo inspire travelers to plan for their next tripTo generate interest and engagementTo bring the audience behind the scenesTo get personal with fans and show appreciation

Inspiring travel quotesDestination highlights Event-based travel recommendationsCity Smart TipsTravel and Brand triviaEmployee heroesCelebrity spottingFan highlightContestsContent pillars, or content buckets, streams or themes, enable brands to more effectively scale up their content engine. They offer structure to creative planning; give insight into what content is resonating; and, ensure coverage of key messages. Serving as mini series, content pillars can fuel creative development for flow content. Brands should aim to win on relevance!

EXAMPLE:


, competitions etc46

Content PlanningContent CalendarPlanning content is not only efficient for the brand, but also encouraging for people seeking its content. Content calendars, or editorial calendars, help to organize the brands content to be published what will be posted and when, by who. The calendar may signal the following elements: whether content is globally, regionally, or locally produced; which platform the content is being published; the content theme; and, the specific countries its being published. Brands producing lower volumes of content tend to use a calendar grid. Brands producing higher volumes of content tend to use an Excel spreadsheet or native content planner.


Best Practice and Knowledge Sharing0

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Team Brainstorms Content IdeasContributor Writes ContentIn Review/ In RevisionIn Review/ In RevisionScheduled for PublishingContent MeasurementContent PublishedContent Approved by ClientContent Not Approved by ClientSends to Editor for ReviewContent Planning


These are two pictures please recreate so I can edit the text in each of themBrainstorm meet to discuss existing content that is working well as well as new content ideas that may integrate with marketing campaignsCollaborate tea works together to create, agregate an curate content48

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Explore the archives of these awards shows:http://shortyawards.com/


http://webbyawards.com/


Webbyawards best writing (editorial) (*blog/website), online film & video best writing, activism

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#Hashtags

Trends

Lynn CS4029 E-Learninghttp://bit.ly/2lUkevnhttp://huff.to/2kQcr0w

http://bit.ly/2lRRt5A


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Trends

Full Stop.

http://nyti.ms/2lq6tqpLynn CS4029 E-Learning

http://bit.ly/2kQ0XKwhttp://bbc.in/2kEOKHG


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Trends

Emojis


http://bbc.in/2ldumiYhttp://bbc.in/2kwnbFnhttp://bit.ly/2kEQe4C


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Trends

FYI Evolution of Language

Lynn CS4029 E-Learninghttp://bit.ly/2lUtJuqhttp://bit.ly/2kZr5VX

http://bit.ly/2loWUIE


Atrollis no longer just a character from Norse folklore, but someone who makes offensive or provocative comments online; andastroturfingis no longer simply laying a plastic lawn but also a fake online grass-roots movement. John Reed, OxfordDictionaries.com

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Creative Thinking

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Repeat agenda slide with highlighted box

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Lynn CS4029 Lecture 9

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creativity and copywriting - online

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