Crafting Killer Web Content

Description

We’ve all heard the news: Forget flash (or even Flash). To attract and hold prospects to your website, you need content that meets the needs, values and expectations of your market. Great content draws visitors, attracts links, and builds your organization’s reputation for service and expertise. In short, content is king. But where will your content come from? How will you find it? How will you shape it? And how will you write it for maximum impact — and search engine visibility? Crafting Killer Web Content will show you how.

Learning Topics

In one convenient, 75-minute crash course, you will acquire the practical skills you need to:

• Uncover the hidden know-how within your organization
• Solicit cooperation from the crucial product and service people closest to your customers
• Create keyword-saturated Web glossaries in mere hours
• Select the best content options for your pages
• Craft effective, traffic-building blogs
• Incorporate keyword strategies into your writing
• Develop compelling case studies you can use on your website, collateral packages, press kits and more

Other value adds:

• Debunking the myth about writing long
• Why word-specificity is your friend
• Why testimonials and where they should go
• How to write skimmable sub-heads that tell the story
• Guarantees that guarantee believability
• What readers expect from marketing blog

Instructor: 

Jonathan Kranz is the author of Writing Copy for Dummies and a marketing/PR writer serving consumer and B2B clients in high-tech, healthcare, banking, insurance, education, financial services and other industries. His clients include Boston Private Bank & Trust, Dell Computers, IBM, Liberty Mutual, Pitney Bowes and many others. He is a regular contributor to leading marketing publications such as MarketingProfs.com, RainToday.com, DIRECT magazine, DM News and the Harvard Management Communications Letter. Jonathan has taught writing courses at Harvard University Extension School, Emerson College and Northeastern University, and offers in-house marketing writing seminars to corporate clients.