The pitch
The web is different than print. That may sound stupidly obvious. Still, when it comes to talking about online copywriting, content development and SEO, it’s a helpful starting point.
The web values the same capabilities as print, which, I know, might sound stupidly contradictory.
Welcome my world; where competing interests and contradicting directives are just the beginning; where scientific number-crunching attempts to quantify the unpredictability of human intuition; and, where the writer artfully must make an emotional connection with the audience while also meeting the requirements of an algorithm long enough to cover the side of your house.
All while remembering to draw on the best practices of marketing and branding to stay consistent with the client’s business case and larger strategy.
Offline capabilities
Offline capabilities, those good habits long-established in the print world, prove useful online, too. [more]
Perennially valuable capabilities include:
Online capabilities
While solid wordsmithing and marketing skills are critical, a separate set of online capabilities also is required. [more]
Some additional capabilities, required when you take the fight online, include:
- Web content development
- Interactive online copywriting
- Search engine optimization and search engine marketing
- Social marketing
