“Call me Ishmael.” “Marley was dead.” “It was the best of times; it was the worst of times.” Classic authors instinctively understood how to write for the world of memes. “Explore Your World.” “Just Do It.” “We Try Harder.” “Have It Your Way.” Today, that craft belongs to the best bloggers, tweeters and marketing communicators. Forty years ago, Marshall McLuhan declared, “Print is dead.” Then he wrote 13 books to prove his point.
While pundits have bemoaned the loss of literacy in our society, they’ve missed the real revolution: there’s actually been an explosion in the written word that requires good writing skills more than ever before. Sadly, too many of us were trained in traditional essay and academic writing skills—and have no clue about the rules for the digisphere or the elegant opportunities of the new short digital and social forms. The result? Never has so much that is so important been written so badly.
In a special two-part session, we’ll start with a general session looking at the rules for writing across a range of platforms: Classic advertising (ads and collateral material), digital (web and Emails) and social (Twitter, Blogs, Facebook). There are countless and growing ways marketers are now engaging with their audiences and with each other. What’s going on today? What should you anticipate for tomorrow? And how can you build a company writing culture that connects to brand opportunities through dynamic audience communication?
KEYNOTE + Breakout