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

Details

Level
Intermediate
Duration
2 days (14 CPD hours)
Rating

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Course availability

Start Location Member Non-Member Places Left  
29/04/19 London (W1W 8SS) £955.00 £1,125.00 6
20/06/19 London (W1W 8SS) £955.00 £1,125.00 7
05/08/19 London (W1W 8SS) £955.00 £1,125.00 8
07/10/19 London (W1W 8SS) £955.00 £1,125.00 8
05/12/19 London (W1W 8SS) £955.00 £1,125.00 8
13/02/20 London (W1W 8SS) £955.00 £1,125.00 8

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
  • Which stage should digital content 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 comments

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 comments – 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.

Tutor

Tim Tucker F IDM, 23 Digital

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

London (W1W 8SS)

Testimonials

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

Gary Martin
The Caravan Club

All prices above are subject to vat

Why do it with the IDM?

Marketers who choose the IDM as their training partner make a real difference to their business, their customers’ lives and their own career.

The IDM is leading the ‘do revolution’

What counts today more than ever is not what you think, or even what you say, but what you can do. IDM qualifications and short marketing courses are designed for marketers who want to do more, faster, better.

Over the last 30 years we’ve trained over 100,000 delegates across 28 countries, from Microsoft to the BBC, John Lewis to Lego.

What will you do next in your digital, direct or data-driven career? Find out about IDM qualifications and training courses or IDM membership.

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