• You will learn to
  • Details
  • Course availability

You will learn to:

  • Understand how your audience interacts with digital content as opposed to print
  • Create the most effective web copy that attracts and extends the journey of more visitors
  • Write both to engage your audience and to attract search engines
  • Appeal effectively to both B2B and B2C audiences
  • Create emails and email campaigns that drive improved results

This course also constitutes Day 1 of our 2-day Copywriting course; Copywriting for Digital

Home Learning

All learning products and services are currently being delivered digitally using the following engaging formats:

Virtual Classroom: Tutor led, live, online classroom environments, find out more here: Virtual Classroom

Online: Self Study, via an always-on, always open portal, providing an engaging multimedia learning experience, find out more here: Online Learning

IDM Membership Subsidy


Course Categories: Copywriting & Creative, Email Marketing & CRM, Optimisation

Details

Level
Intermediate
Duration
1 day (7 CPD hours)
Rating

Get in touch...

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  
07/12/20 Virtual classroom £400.00 £450.00 More info
Book Until
4 Dec 20
15/02/21 Virtual classroom £400.00 £450.00 4 More info
Book Until
12 Feb 21

NB: Prices above subject to VAT

Course Information

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

This course is for anyone who needs to write or evaluate copy for digital media. You could be a marketing executive, manager or copywriter looking to expand your experience.

Enrol onto ‘Copywriting for Web and Email’ 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.

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)

I enjoy courses from the IDM, as the trainers share their experiences and use other industries as examples. It's not just theory based. The application to course work always helps with better understanding

Mariska Leighton
Product Marketing Manager UK, Ireland and South Africa, Cochlear Europe

This course has really shown me how to alter my existing writing skills to produce successful online copy - I didn't realise what simple changes to my copywriting could achieve with regards to grabbing the readers' attention and holding it

Clare Yates,
Key Retirement Solutions

The course was extremely well organised, the tutor was very inspiring and enthusiastic. I have come away with new ideas and a fresh look on online content

Lucy Ryan,
Ski Club Of Great Britain

It was a well planned and thought out course. I learnt loads of things I never knew/considered before now.

Tim was brilliant, very knowledgeable & engaging. Leant lots from him & felt I could ask lots of questions.

I really value IDM learning. They don't complicate but show you the best way of how to do things. It really boosts confidence.

An interactive discussion with an expert in the field, I was able to get a classroom experience from the comfort of my home.

Interesting and inspiring course with lots to take away and think about but also lots to be able to action immediately. And it was fun!

Get in touch...

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

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