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You will learn to:

  • Establish and clarify your goals with regards to your digital content
  • Plan your content to ensure your copy achieves your organisation’s aims
  • Define the key steps in your users’ journey and plan content against this
  • Define the content types that will engage your audience
  • Write content that attracts, persuades and converts your customers

Course availability 

Sorry, there are currently no bookable dates. Please check back later.

Course information

programme

Content copywriting strategy

  • Where is your organisation in terms of its content marketing journey?
  • What are your goals for your content?
  • The 5-step content plan
  • Mapping content to the customer journey, and how to adapt your style according to context
  • The traditional marketing ‘funnel’ and how it affects your copy planning

Writing engaging & compelling content

  • Developing content ideas for your brand
  • Articles, features and blog formats, and how to make them work
  • Attracting your audience’s attention through effective headlines
  • Driving interaction with your audience
  • Encouraging your audience to contribute (ie user generated content)

Establishing a voice for your brand

  • Clarifying your brand’s personality 
  • The human touch: Bringing your brand to life
  • Using the right language to engage your audience
  • Tone of voice considerations
  • Style points for improving content effectiveness

Storytelling

  • Defining your organisation’s ‘narrative’
  • Techniques for writing brand stories effectively 
  • Injecting emotion into your copy
  • Using people to bring your stories to life

Repurposing your copy

  • How to plan, edit and re-work your copy to work across different media
  • Varying factors in offline and online copywriting 
  • How to re-use the same copy in different contexts

Measurement and testing

  • Creating a test plan for copywriting 
  • Tracking and measuring against your content objectives
  • Measuring ROI (return on investment) for your content and copy 
who should attend?
Marketers will learn how to:
  • Write copy that attracts the attention of your target audience.
  • Write copy that is customer-focused.
  • Write in a way that encourages engagement without coming across as salesy or marketing-led.
  • Write copy that entertains, informs, educates and inspires your audience.
tutors

Tim Tucker

Tim Tucker is an independent digital content marketing strategist and copywriting specialist. He is a digital consultant for the Content Marketing Association, for which he plans and hosts regular monthly digital breakfast events in London. 

Tim has worked across a diverse range of digital environments, from B2C and B2B companies, to charities and government organisations, including the the National Trust, Nationwide Building Society, Nokia and the UK Government’s Cabinet Office. Prior to going independent Tim worked for 17 years in magazine publishing, at Future Publishing and Immediate Media. He now provides training and consultancy to some of the UK’s leading publishing and media organisations, including Time Inc, Harper Collins, Hachette UK, The Telegraph Media Group, News International, Reed Business Information, Egmont UK and BBC Magazines.

venue
Paul Berney was incredibly knowledgeable and skilled at educating. The course was a perfect combination of high level ideas, case studies and hands-on learning.

Noreen McCaffrey Award MobM,
Head of Marketing, Somo Ltd

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