Writing Effective Digital Copy
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This one-day training course will give you the knowledge and tools to create effective digital copy – whether you are writing from scratch or editing, repurposing and evaluating existing work. This comprehensive course takes you through the theory and gives you a hands-on opportunity to put that theory into practice. |
The digital arena is now one of the most powerful marketing tools available. There are websites, emails, banner adverts, social media channels… all potential ways to attract, inform, entertain, retain, interact with and drive response from an audience.
When you are writing, repurposing or evaluating digital copy then some of the traditional content and marketing rules still apply.
However, there are also some fundamental differences that are the keys to your success.
Understanding how an audience reads, interprets and interacts with digital media is crucial when planning digital marketing content.
Who should attend?
Anyone who needs to write or evaluate copy written for digital media. You could be a marketing executive, manager or copywriter looking to expand your experience.
How will I benefit?
This course will give you the knowledge and tools to create effective digital copy – whether you are writing from scratch or editing, repurposing and evaluating existing work. You will learn the theory behind successful digital content and have a hands-on opportunity to put that theory into practice.
By the end of the day you will have built up your personal list of digital copy do’s and don’ts and have the confidence to create effective web campaigns; find, win and keep customers with the best websites and email content and create a compelling web personality for your brand.
Outline programme
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
- What about social media and direct marketing?
- Get to it: Analysing the digital content hall of fame and shame
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
- Get to it: Isolating keywords and phrases from the brief and writing web headline/strapline copy
Expanding the content for web pages
- How SEO affects digital content – where else will your headlines appear?
- Getting people to the page and extending their user journey
- Which words are the most important on a web page? And why?
- How do you want your audience to react and interact?
- Understanding ‘call to action’ the digital way
- Get to it: Developing copy for websites
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
- Key email do’s and don’ts
- Get to it: Writing better email subject lines and lead in text
Editing and repurposing content for digital channels
- Key points to consider when repurposing or editing content
- At what stage digital content should 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
- Get to it: Editing and repurposing a piece of web content
Looking ahead to other opportunities for effective digital copy
- How to start incorporating the day’s principles within other digital copy opportunities including:
- Banner advertising - Now what do you think makes a good banner ad? What doesn’t? Why?
- Social media – How should the tone change?
- Blogs – So much more than an online journal
- Mobile – where else your customers and audience might read your copy
- Get to it: A personal list of digital do’s and don’ts and a plan for the future
Course tutor
Becky Bocchetti is a digital marketing and content strategy consultant, journalist and web editor with a broad and unique cross-media experience.
She specialises in training marketing, commercial and editorial teams on a variety of topics including Writing for Digital, Search Engine Optimisation, Commercial Digital Content, Digital Advertising, Blogging, Community, Cross-Media Content and Social Media.
"...the 90 minutes I had with Becky this morning was possibly the most constructive conversation I've had .... in 11 years. Have been implementing the things she talked through and we're already seeing a growth in traffic!"
Online news editor, consumer publisher
Having started in account management for a direct marketing agency, she then took up an Editorial Traineeship at IPC magazines. This led to the role of Features and Beauty Editor for the now Cosmo Bride which attracted her first online position in 1999 as Editor of www.weddingguideuk.com.
The site was awarded the Yell UK award for best community site in 2000. Becky then helped facilitate its acquisition by www.confetti.com.
Her next move was to Vodafone and Vivendi Universal's groundbreaking multimedia venture, Vizzavi, as European Channel Manager for Women and Lifestyle.
Here she oversaw the content strategy and integration for six country managers and played an integral part in launching the new EU-standard interactive platform for Italy.
Becky then turned to broadcasting as interactive producer for BBC Radio 2, incorporating community sites, Children in Need and the flagship Jeremy Vine show. All this whilst freelancing at London Zoo where her plans for a dramatic redesign and relaunch provided ZSL's first e-commerce experience and the award for Tourism Website of the Year 2006, Enjoy England Awards for Excellence.
Throughout her career, Becky has simultaneously worked as a digital specialist helping individuals and teams get the most out of their digital resources and requirements whilst working as a journalist writing for leading magazines, newspapers and broadcasters.
She now uses her unique experience consulting with a range of media owners, marketeers and websites.
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+44 (0)20 8614 0277
