Content is King: writing and editing on-line (Emarketing Essentials) (Paperback)

~ (Author) "When we write for print, we expect the reader to closely follow our copy from start to finish, following the logical path of our presentation..." (more)
Key Phrases: online readership, editing online, search engine positioning, Father's Day, Title Tag, Alt Text (more...)

Editorial Reviews

Book Description

An accessible guide for marketing professionals demonstrating how to write, edit and publish more effective content for the online readership

Product Description

A growing number of information providers are now online, and as a result being able to produce copy that is suitable for an online readership is of increasing importance. In this text the basic principles of copywriting are covered, along with more specific guidance on writing for online sources. The differences between writing for online and offline are highlighted to enable the reader to distinguish between the two and consequently write the best form of copy for the end source.

Different sources of online content require different approaches, and therefore the author takes a structured approach, taking each of these channels in turn, for example writing for web sites, writing for email, ezines and newsletters, writing for search engines, and writing for online ads. By approaching each topic individually, specific guidance is provided enabling the reader to be properly equipped with the tools required to write the most appropriate copy for the task in hand.

* Helps its readers to write, edit and publish more effective content for the online readership
* Addresses B2B issues as well as B2C - this area is often neglected
* Set out in a clearly structured style to enable readers to scan the material therefore making the content easily accessible

Product Details

• Paperback: 192 pages
• Publisher: Butterworth-Heinemann (May 3, 2005)
• Language: English
• ISBN-10: 0750663170
• ISBN-13: 978-0750663175
• Product Dimensions: 9 x 5.9 x 0.7 inches
• Shipping Weight: 12.6 ounces (View shipping rates and policies)
• Average Customer Review: 3.8 out of 5 stars  See all reviews (4 customer reviews)
• Amazon.com Sales Rank: #1,170,383 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

9 of 9 people found the following review helpful:

5.0 out of 5 stars Good tips for clear Internet writing., November 14, 2005

By	Richard Brassaw "The Blog Guy" (Torrance) - See all my reviews (REAL NAME)

What traditionally works with paper and pen does not always read well on a computer screen. Despite another reviewer's suggestion that content is no longer king, I have to take him at his word that he did not read the book. It appears that he didn't even take the time to read the sample chapter.

The sample chapter provides tips that more web sites need to utilize. Good web writing is about the reader first and foremost. Search engines matter, but if visitor's to your site don't bother to read the content what's the point? That's what this book is about--getting a vistor's interest piqued enough to read your content.

4.0 out of 5 stars Great, April 16, 2009

By	Tomas A. Berghall (Portland, OR USA) - See all my reviews (REAL NAME)

I highly recommend this one. Lots of talk about content, and how important it is, and this one gets to the point

3.0 out of 5 stars OK., July 23, 2008

By	K. Conner (NJ) - See all my reviews (REAL NAME)

Amazon Verified Purchase

First off, I didn't realize this was written by a Brit, but other than a few changes in currency and spelling, the same techniques apply.

It's a good reference book to have on the shelf, but not something I'd read straight through.

Wish I had purchased something else.