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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

course availability

start location member non-member places left
Central London (W1W 8SS) £955.00 £1125.00 2
Edinburgh (EH1 2EU) £955.00 £1125.00 8

NB: Prices above subject to VAT.

Course information

programme

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
  • 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
  • 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 comment

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 comment – tone, phrasing, reaction

Group Summary of the day:

  • Create a personal list of digital do’s and don’ts
  • Identify future training requirements
who should attend?

This course is designed for marketers or managers with responsibility for – or interest in – writing, editing and repurposing digital copy for:

  • Websites
  • Email campaigns
  • Social media
  • Blogs
Enrol onto ‘Copywriting for Digital’ course and receive the ‘DMA Copywriting Guide’. The guide has been devised by numerous marketing industry experts. It will help you understand how to do one-to-one marketing the right way.
tutors

Tim Tucker F IDM, 23 Digital

Tim is a digital content strategist and copywriter. He works as an independent consultant and trainer, working with businesses in B2C and B2B, as well as charities and governmental organisations. He is a regular consultant with the National Trust and the Content Marketing Association.

Tim started his career in print media, as a journalist and editor at Future Publishing. Here he wrote and edited content across specialist interest sectors, including video games, music making, photography, computing and technology.

In 1999 he became an online publisher and launched GamesRadar.com, one of the world's most visited video games websites. In 2004 he formed part of the senior management team at Future, heading up the newly formed New Media division.

As Online Group Senior Editor at Future Publishing, Tim worked on the strategy and development of some of the company’s most successful online launches, including T3.com, TechRadar.com, MusicRadar.com, BikeRadar.com and TotalFilm.com. 

venue

IDM Head Office

The IDM have created an inspiring training area with two state-of-the-art training suites. There is a café dining area and relaxation zone to help you network and gain knowledge during your visit.

testimonials
Would thoroughly recommend to anyone with only a basic knowledge of social media. Thorough and informative

Gary Martin,
The Caravan Club

Very good for practical case studies and interactive learning

Helen Share,
Fundraising Executive, NSPCC

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