Content writing

CONTENT WRITING

Note: am going to provide a sample before you start

TITLE	Number of words	Keywords	Number of words Required
Flights from London to Stockholm	300	Flights from London to Stockholm	0-2

Briefing for the writer

Task

· Please write a landing page on the flight connection in question.

· The target audience is the general public

· Your text will be published here: http://www.goeuro.co.uk

Landing pages are often the site a user has landed on when clicking on an advertisement or a link. The page will therefore create the user’s first impression. Please bear this in mind when reading through this briefing and when writing the text.

 

Style & Tone

· 100% Correct British English

· Inform, inspire and attract customers to stay and explore the website

· Please use an informative style

· Keep sentences easy-to-read and an appropriate length.

· Please use the metric system in reference to distances (kilometres)

· When referring to units of time please say 1.5 hours instead of 1 and a half hours

· When absolutely necessary, currency should be written in Euros and make use of the Euro symbol

 

What to avoid

· Any kind of repetition

· Using the same word in two adjacent sentences

· Addressing the reader directly

· Too much jargon or overly informal language

· Being over the top. Try to make the text sound as natural as possible

· A hard sell (we don’t want to pressurise customers)

· A list of features. Please write in full sentences, no lists.

· Do not use informal words and style

 

Content

· Provide the most relevant information, which will engage and attract readers.

· Every sentence must provide useful information.

· Keep the content general and don’t ramble on into small details which might not be relevant.

· The main aim of the landing page will be to:

· Highlight the benefits of the flight connection in general

· Engage and create interest

· Convey trust and prove credibility

· Keep the text creative, as this is particularly important on a landing page.

· The content should be unique throughout the text so please don’t say the same thing in different words over and over and don’t copy from other websites.

 

Structure

Connection Information:

 

Please describe the various possible flight connections offered between the two cities noted in the title of this assignment. This information is available on <a href="http://www.goeuro.co.uk">GoEuro’s website</a>. Please include the daily or weekly frequency of journeys between the destinations, the day’s earliest and latest departures, the names of the airlines providing the connection, the duration of the flight and whether or not stopovers will be involved. When relevant, the differences in weekend service frequency and lengthy overnight changes. Should no direct flight options be available, please be creative and find a journey between the two destinations that involve flying.

 

Time is written according to the MLA-style guide. For example, 18:00 is written as 6:00 p.m. and 06:00 is written as 6:00 a.m. Numbers are written as words when referring to the number of available journeys and in numbers in reference to hours. For example, “six journeys lasting approximately 3.5 hours are available daily.” Please do not make reference to specific departure times as these may be subject to change. A flight scheduled for 8:39 a.m. should be referred to as a journey departing shortly after 8:30 a.m. or around 8:30 a.m. Please do not make reference to specific prices as these too may be subject to change.

 

This text should be between 100-200 words depending on the connection.

 

City Information:

 

Please write two separate, informative and interesting texts about each city featured in the title of this document.

 

Think about the things that you would be interested in doing or seeing when visiting one of these cities. What architectural, cultural, historical, geographic features characterise the city? What makes this city worth visiting and exploring?

 

Each city description should be between 70-100 words. We address our customers directly using ‘you’ rather than ‘we’ or ‘one.’ The text should incite curiosity as well as an interest in travelling to the destination described. Please refer to the text provided as an example.

Important: Should you undertake more than one entry for the same city, do not use exactly the same information, tourist sites, museums or attractions in your descriptions. Sentences should be formulated differently in every case.

Important: Please do not write in a sensational manner. Texts should be positive but remain relatively neutral while explaining why the city is nice. Avoid making unjustified statements like “the Tate Modern is well worth visiting” without explaining why. Cliches are to be avoided. Do not base your text solely on information found on Wikipedia. Tourism boards and newspapers, for example, can be other excellent sources of information. Our audience is already familiar with the travel industry. Please do not include very basic information about cities or airlines. Our readers are already familiar with the majority of major national airlines and it is not necessary to introduce them. (Eg. it is not necessary to say that British Airways is a British Airline.)