- Course Code: IDMCFD
- Location: London (W1W 8SS)
- Duration: 2 days (14 CPD hrs)
- Cost: £850.00
- Qualification: Copywriting for Digital
- Course Access: Virtual Classroom
- Exams Included: Yes
- Compatibility: All major devices and browsers
- Live Date: February 1, 2022
On this 2-day course you'll learn how to write better copy for web, email, social media and blogs. Use these techniques to gain attention, drive traffic and improve results. Understand what works and apply this to your writing.
Duration: 2 days (14 CPD hours)
You will learn to:
• Understand how an audience interacts with digital media differently from print
• Identify what makes digital content successful for web, email, social media and blogs
• Produce persuasive copy across all digital media whether you're writing, repurposing or editing
• Drive web traffic by creating copy that will be found by search engines
• Improve return on investment by using the right words in the right places
Ways you can learn with us
Virtual Classroom: Tutor led, live, online classroom environments.
Online: Self Study, via an always-on, always open portal, providing an engaging multimedia learning experience.
In person: face-to-face, tutor-led classroom training. To ensure everyone’s safety while attending courses at our training centre, we’re taking a range of precautionary measures.
Please complete the form above for further details
NB: Prices above subject to VAT
Day 1: Copywriting for Web and Email
Introduction to writing for digital channels
• How do readers ‘see’ digital content?
• The 'skim' factor
• Skimmers and scanners v longer readers
• Web usability research and what it means for effective writing
• Mobile – where else your customers and audience might read your copy
Breaking down the brief
• Getting started with a digital mind-frame
• Importance of key words and phrases
• How to sell digital copy
• Making the most of each medium – websites, emails, ads
• What will work, where?
• Checklist for effective web writing
Expanding the content for web pages
• How SEO affects digital content – where else will your headlines appear?
• Which words are the most important on a web page? And why?
• Understanding ‘call to action’ the digital way
Making emails and email marketing campaigns work harder
• Who reads marketing emails?
• Who doesn’t? And why?
• Getting the subject line right
• Not getting sent straight to spam
• Effective email copy
• Golden rules and cardinal sins
• Test test test – what to test and why
Editing and repurposing content for digital channels
• Key points to consider when repurposing or editing content
• Which stage should digital content be considered?
• Quick wins with little effort
• When copy alone is not enough... making sure enhanced content is working just as hard for you
• Key editing do’s and don’ts
• How to start incorporating the day’s principles within other digital copy opportunities
Day 2: Copywriting for Social Media and Blogs
Introduction/recap on writing for digital channels
• Where blogging and social media sit in the marketer’s arsenal
• How do they affect SEO?
• Why do they need to be written in a different way to websites and print copy?
• Brief intro/recap on digital usability and your audience/brand
Blogging: What makes a great blog?
• What is a blog?
• Dialogue, not a conversation
• Top 5 content rules for a great blog
• Top 5 cardinal sins for a great blog
• Where to find blogs, where to promote blogs, existing blog examples
Individual Exercise: Create a new blog in WordPress
• What else is out there?
• Name your blog and create a template
• Write your first posts
• Add images and video
Taking the blog further
• Links/blog-rolls/tag clouds etc.
• Dealing with comments
• Stimulating comments
Social Media - think strategically, not tactically
• What is it you want to achieve?
• Recap the potential benefits
• Where is your audience?
• What are they doing and what do they expect?
• How will you measure success?
The key players: Facebook, Twitter and more
• What do they each offer
• What do their users expect
• How could they work for you
• Key competitors
• What do you need to think of from a writing point of view?
Using social media for search
• How does that work?
• The importance of your words and phrases when other people are searching
• Making the most of the #tag/RT/lists
Getting the tone right
• Top 5 things to remember when writing for social media
Dealing with comments and feedback
• Commenting and dealing with comments – tone, phrasing, reaction
Group summary of the day:
• Create a personal list of digital do’s and don’ts
• Identify future training requirements