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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 

start location member non-member places left
Central London (W1W 8SS) £549.00 £599.00 4

NB: Prices above subject to VAT.

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 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. 

testimonials
A fantastic introduction to Digital Marketing Project Management

Christopher Proctor,
Client Manager, GM Design Ltd

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