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During this course you will learn to:

  • Write clear and structured copy for digital media
  • Develop a strong and persuasive style that works for your brand
  • Optimise your copy for search engines
  • Master different approaches for different digital channels
  • Have the confidence to assess copy that works, and make recommendations for improvements

Course availability 

start study mode location member non-member exam fee
Online Online £995.00 £995.00 £75.00
more info
book until 30 Apr 2019
study periods 30 April, 14 May, 28 May, 11 June, 25 June 2019
Online Online £995.00 £995.00 £75.00
more info
book until 15 Oct 2019
study periods 15 Oct, 29 Oct, 12 Nov, 26 Nov, 10 Dec 2019

NB: Prices above subject to VAT.

Course information

Module 1: Writing concise and persuasive copy for digital media
  • Using plain language
  • Crafting sentences with impact
  •  Breaking up paragraphs for easier scanning
  • Headings and sub-headings 
  • Experiential activities with individual feedback

Module 2: Getting style and tone of voice right
  • Essential elements of style for digital copywriters
  • Using the active voice
  • How to nail the ‘voice’ of your brand
  • Clichés to avoid and how to replace them with more effective copy
  • Experiential activities with individual feedback

Module 3: Copywriting for search engine optimisation (SEO) and search advertising (PPC)
  •  How to identify keywords to target for search marketing
  • Using keywords ‘on the page’ for relevance
  • Internal and external linking
  • SEO for blogs and articles
  • Experiential activities with individual feedback

Module 4: Email copywriting
  • Getting subject lines right
  •  Optimising your body copy
  • Sender field, sign-off and ‘envelope’ content
  • Getting the call to action right
  • Personalising copy for maximum impact
  • Experiential activities with individual feedback

Module 5: Blogging and social media
  • Establishing a conversational tone for blogs and social media
  • Structuring blogs for higher engagement
  • Social media copy – writing for reduced character counts
  • Storytelling elements – using emotion to engage readers
  • Experiential activities with individual feedback
study mode
Live online sessions run fortnightly at 6.30pm. The webinars will be live and recorded and last 90 minutes each.

Each week there will be a short writing task to complete for which you will receive individual feedback on for the following class. There will also be a written assessment at the end of the course.

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, 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,,, and 

I would recommend this course to anyone who wants to further their knowledge when it comes to direct and digital marketing. I'm just excited to use what I've learned now! Thank you so much

Pip Evans Dip IDM,
Cash and Gaming Campaigns Officer, Guide Dogs

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