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

Details

Level
Intermediate
Duration
1 day (7 CPD hours)
Rating

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Course availability

Start Location Member Non-Member Places Left  
29/04/19 London (W1W 8SS) £510.00 £599.00 5
20/06/19 London (W1W 8SS) £510.00 £599.00 6
05/08/19 London (W1W 8SS) £510.00 £599.00 6
07/10/19 London (W1W 8SS) £510.00 £599.00 6
05/12/19 London (W1W 8SS) £510.00 £599.00 6
13/02/20 London (W1W 8SS) £510.00 £599.00 6

Course Information

Programme

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

Who Should Attend

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.

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

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

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.

"The information was pitched at the right level for someone with limited stats knowledge so that I could understand the theory as well as the application"

Martin Radford,
Data Services Manager, CDS Global

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