Writing For Web & Mobile

Train your inner copywriter to begin recognizing Reliable, Authentic, and Direct content which we refer to in this course as "Lean Content." We will review case studies of companies whose content is compelling and, as a result, builds trust. Additionally, we will define the difference between Content Strategy and Content Marketing and discuss the importance of how to measure engagement and conversions.

To help find the “right” words for your content you need to study your customer’s natural (organic) language. Writing content based on the words that customers use helps produce content that your customers will respond to. We will use Google Analytics to study the analytics of an existing website in order to understand the content customers want. We will use Google Keyword Planner to study the keywords customers are using on search engines. We will also look at other tools such as organic search results and social networks.

A Content Workbook is a simple document (similar to an outline) that serves as a content roadmap for your website or mobile project. The Workbook incorporates audience research/data, uses the language we want to use with customers, and provides real content that will eventually be useful for the user experience process. We will walk through the process of building a Content Workbook from scratch in Google Docs.

A Language Board represents the core conversation that a company wants to have with its highest value target customers. It’s built upon the existing research and content recommendations and is where “real” content starts to be written. We will walk through the process of building a Language Board in Google Docs.

A Conversation Map is a text-only representation of an end-to-end transaction and includes the messaging a user will see from start to finish. From a practical perspective, the Conversation Map becomes the labels, callouts and microcopy that your team needs to design and develop your website or mobile app. We will build upon the previous lessons and build a Conversation Map that will be ready to hand off to developers and/or others on a project team.

In this lesson, we take a look at how the entire process covered in the first five lessons actually works by walking through a case study of the Annie E. Casey Foundation. All the concepts introduced in the course including the Content Workbook, Language Board, and Conversation Maps will be covered in depth.