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You will learn to:

  • Understand how your audience interacts with digital content as opposed to print
  • Create the most effective web copy that attracts and extends the journey of more visitors
  • Write both to engage your audience and to attract search engines
  • Appeal  effectively to both B2B and B2C audiences 
  • Create emails and email campaigns that drive improved results

Course availability 

start location member non-member places left
Central London (W1W 8SS) £549.00 £599.00 full
Edinburgh (EH1 2EU) £549.00 £599.00 4

NB: Prices above subject to VAT.

Course information

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
  • 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
who should attend?

This course is for anyone who needs to write or evaluate copy for digital media. You could be a marketing executive, manager or copywriter looking to expand your experience.

Enrol onto ‘Copywriting for Web and Email’ 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
I enjoy courses from the IDM, as the trainers share their experiences and use other industries as examples. It's not just theory based. The application to course work always helps with better understanding

Mariska Leighton,
Product Marketing Manager UK, Ireland and South Africa, Cochlear Europe

This course has really shown me how to alter my existing writing skills to produce successful online copy - I didn't realise what simple changes to my copywriting could achieve with regards to grabbing the readers' attention and holding it

Clare Yates,
Key Retirement Solutions

The course was extremely well organised, the tutor was very inspiring and enthusiastic. I have come away with new ideas and a fresh look on online content

Lucy Ryan,
Ski Club Of Great Britain

John's presentation training was great value. It was insightful and taught me many parts to a successful presentation that I had not previously even considered.

Melody Cheung,
Support Tree

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