• You will learn to
  • Details
  • Course availability

You will learn to:

See below for further course details and full programme information.

  • 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

Duration
2 days (14 CPD hours)

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To discuss your options, please get in touch with one of our learning and development team:

Course availability

Start Location Member Non-Member Places Left  
15/06/22 Virtual classroom £720.00 £850.00 4 More info
Book Until
14 Jun 22
Study Periods
  • 15 - 16 June 2022
13/10/22 Virtual classroom £720.00 £850.00 8 More info
Book Until
29 Sep 22
Study Periods
  • 13 - 14 October 2022
08/12/22 Virtual classroom £720.00 £850.00 8 More info
Book Until
24 Nov 22
Study Periods
  • 8 - 9 December 2022
23/02/23 Virtual classroom £720.00 £850.00 6 More info
Book Until
9 Feb 23
Study Periods
  • 23 - 24 February 2023

NB: Prices above subject to VAT

Course Information

Day 1: Copywriting for Web and Email

Introduction to writing for digital channels

  • How do readers 'see' digital content?
  • Skimmers and scanners v longer readers
  • Web usability research and what it means for effective writing

Writing to aid scanning

  • Importance of front-loading key words and phrases
  • How to write clear and concise copy
  • Writing effective sentences and paragraphs
  • Improving headlines
  • 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

  • Getting the subject line right
  • Effective email copy
  • Writing more personal copy for higher engagement

Persuasive copywriting

  • Balancing logic, emotion and values in your copywriting
  • Writing the best calls to action (CTAs)

Day 2: Copywriting for Social Media and Blogs

Introduction/recap on writing for digital channels

  • Where blogging and social media fit in to your marketing
  • 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? How is it different from other online copy?
  • The best categories of content for your blog
  • Structuring blog posts and long form content
  • Using blogs for SEO (Search Engine Optimisation)
  • Storytelling techniques for higher engagement

Individual Exercise: Write a blog post

  • Live tutor-led feedback session on your blog

Social Media copywriting

  • Limiting character counts for higher impact
  • Adopting the right tone of voice on social media
  • How to get more click-throughs from social posts
  • How to optimise engagement: comments, reactions and shares
  • Copywriting formulas that work on social media

Getting discovered on social media

  • The importance of key words and phrases
  • Making the most of hashtags

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

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.

London (W1W 8SS)

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

Gary Martin
The Caravan Club

Tim is a very knowledgeable, clearly. And personable, which made remainging engaged very easy. There were no dull points. The whole thing was engaging.

Laura Rutland,
Jupiter Hotels Ltd.


The IDM intensive courses give invaluable insight into the industry. Led by professionals, the courses inform and challenge, perfect for boosting confidence. The days are well-structured with attention paid to every detail. Course notes and an IDM pen are provided at the start of every day, breaks with teas and coffees are plentiful, and the lunches are second to none.

Nathalie Llovet

Great course, I can't wait to implement these new skills at work! Definitely recommend.

Tassia Agatowski,
CW Research Ltd.

It was an incredible 2 days of learning, sharing and I leave with a toolbox of "how to do" (which is not the case for all courses). Highly recommend.

Lara Bryant

Tim our coach was absolutely brilliant - knowledgeable, inspiring and extremely encouraging. The sessions were fun and informative with a chance to get involved yourself.

Hattie Lewis
Unity Trust Bank

This course was spot on and covered all the things I've been thinking about about to do with content. Tim went through everything clearly and gave loads of useful tips!

Alex Bardsley

The course is packed with great content and delivered by a really great tutor. The pace was just right and I learnt so much but in a manageable way. No complaints!

Sheila Swan

Get in touch...

To discuss your options, please get in touch with one of our learning and development team:

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