You will learn to:

  • Understand the basic rules of great copywriting and how digital media presents different challenges
  • Write successful web headlines, copy and calls to action
  • Write for Google as well as for your human audience
  • Test and learn from email copywriting
  • Create successful copy for various social media platforms

Details

Level
Foundation
Duration
1 day (7 CPD hours)
Rating

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Course availability

Start Location Member Non-Member Places Left  
05/06/19 London (W1W 8SS) £425.00 £450.00 14
04/09/19 London (W1W 8SS) £425.00 £450.00 15
09/12/19 London (W1W 8SS) £425.00 £450.00 15

Course Information

Programme

What makes great copy

  • Killer web headlines for search and sharing
  • Readable copy
  • Irresistible calls to action
  • How does AIDCA fit in?
  • Exploring copy examples across a variety of digital formats and industries to see what works and what doesn't


Understanding the audience and the proposition to shape your copy

  • What are we really being asked to write about and why?
  • Who is our key audience and what do we want them to do or take from it?
  • Start working with your own proposition


SEO 101

  • Why understanding Google helps you craft successful copy
  • Keywords and phrases
  • H1 tags, link text, captions, headlines, paragraph openers, meta data and page titles


Basic principles of digital copy

  • Elements of a webpage
  • Keywords and phrases
  • How your audience sees content differently online
  • Explore the theory behind words
  • Examples to help shape your own copy
  • Start writing key digital copy elements


Quick copywriting tips and fixes for repurposing content

  • How do we transfer our offline content into effective online material?
  • Adding to your content toolbox


Email copywriting

  • Subject lines and beyond
  • Understanding what makes great email copy and how to test, learn and adjust
  • Start writing your email campaigns


Beginner's guide to copywriting for different social media sites and tools

  • How social copy differs by site, tool and audience
  • What works and what doesn't
  • Listening to what Facebook, Twitter, LinkedIn and Instagram are telling us
  • Quick fixes for social copy success

Who Should Attend

This course is designed for marketers or copywriters who create, edit or repurpose digital copy and content, with little or no previous experience. It would also benefit senior copywriters with a predominantly offline background, who require a grounding in the principles of writing for digital media.

Enrol onto ‘Digital Copywriting: Essentials’ 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

Becky Bocchetti, Consultant


Becky Bocchetti is a leading digital trainer and content consultant who has a proven track record of success with a variety of media owners, FMCG brands, marketing specialists and content providers. Her unique cross-media experience is in high demand with clients who look to her for expertise, insight and tangible results.

Venue

London (W1W 8SS)

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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